ADVERTISEMENT JOURNEY OF

CADBURY (INDIA)
 The Chronology

 1993: The Brand launched its first TVC in India in 1993 showcasing a teenage girl
watching cricket in stadium and jumps into the ground, eating a Cadbury as soon as the
cricketer hits a century.
https://www.youtube.com/watch?v=e7JATezA1nY&ab_channel=CadburyDairyMilkIn
 1999: With a tagline “ khane walon ko khaane ka bhana chahiye” the ad featuring a
popular video jockey Cyrus Brocha become a instant hit among viewers. The objective
behind the communication was to make the chocolate category more socially and
culturally relevant and drive penetration in the process as the penetration level of the
chocolate category in 1999 was 19 present in the urban market at a time.
https://www.youtube.com/watch?v=NjlGu5l1_IY&ab_channel=ChannelNehasharma
 2002: This was when Cadbury changed its strategy. Having tapped all age-groups. It
wanted to project Cadbury chocolates as a meetha- thereby trying to get into the
market of traditional Indian sweets. Advertisement were rolled out showing Cadbury
chocolates being enjoyed at every possible instance.
https://www.youtube.com/watch?v=_u3xm2zG4_g&ab_channel=mikedamman
 2003: With this ad, the company aimed to position the brand as not just an occasion-
based chocolate but as more of a causal consumption habit with the “khush hoon
khamakha”.
https://www.youtube.com/watch?v=di_iagmd0GY&ab_channel=ashumnj
 2005: Passing an exam always calls for a celebration and with Pappu finally does
finally clear his 12th standard exams. Its calls for a sweet celebration. The new
communication from Cadbury’s Dairy Milk extended the core promise of happiness to
yet another ‘moment of joy’ in one’s life. The brand signed actor Amitabh Bachchan as
a Brand Ambassador.
https://www.youtube.com/watch?v=vnfO5hV-89Y&ab_channel=ShekharJha
 2008: In this ad, Cadbury vouches that pay day always a reason to celebrate. The brand
pays a tribute to the salaried employees by giving them another reason to celebrate the
payday.
https://www.youtube.com/watch?v=Tv5_qKj_Pi8&ab_channel=SameerMathur
 2010-2012: Cadbury by now had launched its campaign ‘subh aarambh’ that was
based on the concept of the Indian tradition of having something sweet before every
auspicious occasion, with the belief that it leads to a favourable outcome.
https://www.youtube.com/watch?v=odmcmnWjK10&ab_channel=NewsDrum
 Annual Campaign: Cadbury Rakshabandhan Special
https://www.youtube.com/watch?v=oapzWU3ttqg&ab_channel=9BrightSide7
 2015: Cadbury tried to integrate the relationship between mother-in-law and daughter-
in-law. Suggesting to break apart the social norm and traditional definition of the
established relationship between them, Cadbury laid the possibility of overcoming
differences born centuries ago.
https://www.youtube.com/watch?v=CkFCjGNeoyc&ab_channel=BreathlessFilms
 2020: Thank you campaign celebrate the unsung heroes of Covid-19 and expressed
gratitude to their services.
https://www.youtube.com/watch?v=0iNicIuwQsQ&ab_channel=MarketSutra
 Notable Mentions

 #goodluckgirls 2021
https://www.youtube.com/watch?v=z_OtC06ndUE&ab_channel=CadburyDairyMilkIn
 Purple heart Campaign (#heartthehate)
https://www.youtube.com/watch?v=XsPd6sOhyWo&ab_channel=CadburyDairyMilkIn
 Cadbury heart pop Campaign
https://www.youtube.com/watch?v=Qu24RQfUQsg&ab_channel=CadburyPhilippines
Strategies
Cadbury’s Penetration in India.

 Product Improvement
 Price Adjustment
 Increased Promotions
 More Distribution
 Recall & React

 Was establishing itself as a brand in India was difficult for Cadbury?

 India is a nation where by sweet we only mean/t homemade Mithai. How did Cadbury
made its way toward being one of the option in major festival offerings?
 It was a nation where chocolate was considered a product to cater to children’s utility.
It has now become an age-neutral product for consumption. Provide your
rationale/explanation via advertisement progression.
 Cadbury has always been a representation of following the current, in terms of societal
movements. It has always been a strong player of “sentiment analysis” and acted
(promotionally) majorly on it.