Campaign details

Brand: Cadbury Dairy Milk
Brand owner: Mondelēz International
Lead agency: Ogilvy Mumbai
Country: India
Industries: Confectionery
Media channels: Events & experiential, Merchandise & free gifts, Mobile & apps, Online video, Outdoor, out-of-home, Packaging & design, Print, Social media, Television
Budget: 10 - 20 million

Executive summary

In 2018, chocolate brand Cadbury Dairy Milk (CDM) set out to create a new wave of chocolate consumers by bringing alive the value of being generous in modern times. It leveraged its voice in culture to get people to think and live from the 'heart', imagining a less selfish and more empathetic world. After years of being in commerce as a modern chocolate in a traditional meetha (sweet) eating culture, CDM created new business by creating a new culture. This focus on kuch acha (doing good) helped move the kuch meetha (CDM) off the shelves, and into hearts, in a whole new way.

Market background and cultural context

British-provenance Indian meetha