CADBURY

10/31/2018
DAIRY MILK
Integrated Marketing
Communication Project

Group – 4

Pulokesh Ghosh (169)

Shashank Singh Ashk (176)

Arijit Goswami (259)

Pallav Bansal (337)

Marianne Chopin (IE/21/018)

 TABLE OF CONTENTS

1. Introduction ................................................................................................................................................ 2

2. Campaign Analysis ................................................................................................................................... 3

2.1 Campaign 1 – “Real Taste of Life” ................................................................................................ 3

2.2 Campaign 2 – Khane walo ko khane ka bahana chahiye ..................................................... 4

2.3 Campaign 3 – Kuch Meetha Ho Jaye! ........................................................................................ 5

2.4 Campaign 4- SHUBHARAMBH ........................................................................................................ 6

2.5 Campaign 5 – Badhti Dosti Campaign ........................................................................................ 7

1.1 Campaign 6 – ACCHAi Campaign .............................................................................................. 8

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 1. INTRODUCTION

The chocolate industry has evolved rapidly over the past. Gone are the days when chocolates
were consumed by kids alone. Today, the aim of major players is to incorporate chocolate into
Indian culture. It can work as a sweet after meals, it can be for gifting purpose or enjoyed calmly
by a couple.

In the project, we have analyzed the past campaigns of Cadbury Dairy Milk. We have analyzed
their positioning, target audience, core insight and Big Idea. We have then come up with our
own target audience for the proposed campaign. We have also split the communication
expenditure based on the target audience.

Finally, we have tried to capture one of the core insights and used that as the basis for our own
creative brief.

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 2. CAMPAIGN ANALYSIS

2.1 CAMPAIGN 1 – “REAL TASTE OF LIFE”

Target Groups – Ad focused on

middle and higher age population and was intended to break the generation
barrier, focused on child in every adult,

Message – The ad conveyed the joy and happiness of the Indian win and a young
girl openly dancing to express her happiness

Concept – The advertisement connected with younger generation to share their

moments of joy with Dairy Milk Chocolates

URL - http://www.youtube.com/watch?v=FVChyy_moiM&feature=related

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 2.2 CAMPAIGN 2 – KHANE WALO KO KHANE KA BAHANA CHAHIYE

Target Groups – Ad focused on people of all age groups, aimed at widening the
chocolate consumption among a wider range of audiences based on age, sex
etc.

Message –The ad conveyed the message that people love dairy milk and will eat
it anywhere, anyway. The ad features small children to elderly lady enjoying CDM
irrespective of their age and lifestyle.

Concept – The advertisement was intended to make inroads into the various
segments of all age groups. It was meant to stimulate purchase intentions and
making the reach to a wider audience

URL - http://www.youtube.com/watch?v=sn7YHmGhgkw&feature=related

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 2.3 CAMPAIGN 3 – KUCH MEETHA HO JAYE!

Target Groups – Ad focused on people of middle aged groups and focused on

celebratory occasions. Projected dairy milk as a substitute to mithai (sweets) and
eating it on every joyous occasions.

Message –The ad conveyed the message that in dairy milk is perfect for
celebrations and in event of joy. It can be enjoyed during festivals and other
joyous locations

Concept – This campaign built social acceptance for chocolate consumption

amongst adults, by showcasing collective and shared moments. The idea was to
stimulate the demand for chocolates in festivals/joyous occasions and develop a
preference among people for Dairy Milk chocolates

URL -https://www.youtube.com/watch?v=sLRqmP6RlgE

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 2.4 CAMPAIGN 4- SHUBHARAMBH

Target Groups – Ad focused on youngsters, shift from celebrating happy

occasions to the concept of anticipating the occurrence of something good
after consuming the chocolate

Message –The ad portrays people sharing a dairy milk before beginning or

embarking on a new journey in life

Concept –Although the concept is rooted in strong cultural truth of eating sweet
before beginning, it has a contemporary and youthful twist to it that allows people
to easily connect.

URL - http://www.youtube.com/watch?v=Ao9jBTpjmO4

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 2.5 CAMPAIGN 5 – BADHTI DOSTI CAMPAIGN

Target Groups – Ad focused on daughter and mother in law and how Cadbury
Dairy Milk help them come closer

Message – Campaign is aimed at getting people to enjoy Dairy Milk and

experienced shared joy often. It rekindles the relationship between daughter in
law and mother in law and highlights how Cadbury dairy milk brings them closer.

Concept – Marking a shift from occasion or festive led consumption towards more
casual approach of eating chocolates

URL - https://www.youtube.com/watch?v=yICX_ZQ86Mw

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 1.1 CAMPAIGN 6 – ACCHAI CAMPAIGN

Target Groups – Ad focused on two brothers and how Cadbury Dairy Milk help
them come closer and understand the virtue & joy of giving

Message – The campaign aims at celebrating the generous instinct in everyone

and showcasing as to how such moments go on to strengthen human
relationships. Through the Generosity campaign, the brand in India now explores
the theme of Achhai (goodness), building on its strong proposition of Kuchh
Meetha Ho Jaaye

Concept – It is Cadbury's attempt to bring forth the inherent goodness in people.

Capturing the spirit in a way that only Cadbury can

URL - https://youtu.be/HctFehbv8-E