In 1824, a young Quaker, John Cadbury, opened a shop at 93 Bull shop in a fashionable part of Birmingham. In June 1905, Cadbury launched its first Dairy Milk bar-UK. Cadbury Dairy Milk (CDM) entered the Indian market in 1948. 30% share of the Indian branded chocolate market . Campaigns 'DilKo Jab KhushiChhooJaye, KuchMeethaHoJaye‘- to cleberate small joys of life 'Pappu Pass Ho Gaya‘-occasion led celebration AajPehliTareekhHain ShubhAarambh

broadened scope of the category by projecting more occasions for consumption. • • .SUBHAARAMBH CAMPAIGN • • • • Cadbury Dairy Milk (CDM) and Ogilvy & Mather have launched its new ad campaign under the broad umbrella of 'KuchMeethaHoJaye'-“ShubhAarambh” reinforces the occasion based positioning of Dairy Milk. connecting with audience in every possible way. position itself as a symbol of enjoyment and celebrations campaign is targeted at younger generation and hence the brand added a little humor and twist into the campaign.

celebrating happiness. the Bus Stop TVC: the conventional practice of eating something sweet prior to executing a good deed has been merged into the modern context . • • . or rather. the campaign brought a concept of anticipating the occurrence of something good once the chocolate is consumed. Campaign always strived to give our patrons a reason to enjoy every little moment of happiness with a bar of Cadbury Dairy Milk.with a contemporary twist. with the belief that it leads to a favorable outcome The connect with Cadbury’s Dairy Milk (CDM) is that CDM is associated with happiness. Middle class housing society.Campaign Analysis • • • • concept of the Indian tradition of having something sweet before every auspicious occasion.

the graphics have been modified so that nowthe milk from the two glasses ends in a piece of Dairy Milk chocolate. the new package has a more contemporary. The Cadbury logo is more prominent than ever so as to depict a stamp of quality along with the Dairy Milk brand. In all new Dairy Milk packages.Brand Analysis & Portfolio • • • • • • • • a chocolate wrapped in purple & gold packagingcan be none other than Cadbury Dairy Milk.This is done by retaining the Purple colour scheme and glass and half insignia. Packaging : The Cadbury logo now has swirls representing ‘Milk Goodness’ cues. In all. functional as well asvibrant look! . The variants are differentiated by colour coding (Red in this case) resultingin product differentiation and maximum impact. There is prominent endorsement of the Dairy Milk brand across all variants.