Cadbury India Ltd. Brand “Cadbury Dairymilk” has already
been taken strong position in Indian chocolate market. Now, Cadbury Dairymilk
is trying to make strong brand loyalty & brand acceptance. As well, since Cadbury Dairymilk has introduced
concept “Shubh Aarambh (Auspicious Beginning)”, it became really “Shubh
(Auspicious)” as well as still getting positive result. There is punch line “
Kuchh Mitha Ho Jaye (Do some Sweet Taste)” which really influence towards
end-users (consumers).
The core competency
of brand Cadbury Dairymilk can be “Kuch
Mitha Ho Jaye (Sweet Tatse), Aaj Mithe mein kya hai” as well as unique packing.
Today, consumers are speaking willingly “Kuch Mitha Ho Jaye (Sweet Tatse), Aaj
Mithe mein kya hai”. So, brand itself positioned in the mind of consumers that
really gives “Value for Money”.
Recently, Cadbury Dairymilk has released new TVC campaign
with innovative & unique concept that conveying message “Shubh Aarambh
(Auspicious Beginning)”. Although, both TVC campaign are co-relate with social responsibilities.
(1)
College
Ragging (Brief about Campaign) :- The TVC has shown about students are taking
ragging in college, they calling one boy & telling to join with other boys.
That boy is start to giving a piece of Dairymilk to everyone before he joined.
Someone is asking to boy that why this Dairymilk or for which purpose you are
giving us? Boy replied that his mom is telling “Take Sweet before going to
start any new work”. Then everyone is going to hug that boy & they become
friend. At the end of this campaign, voice over is coming up with tagline “Shubh
Arambh (Auspicious Beginning)”.
Advertisement Link: - http://www.youtube.com/watch?v=yVns046DbkU
(2)
News of
Pregnancy (Brief about Campaign):- The TVC has shown about a lady who is
pregnant & thinking about how to give good news to her husband. She is
trying to speak various ways by looking towards mirror and when she is speaking
that she want to eat some sour things. Meanwhile, her husband has heard that
she spoke. Lady shocked by looking towards husband and suddenly telling that
she want to eat sour things. Husband going to take & when he is coming back;
he is giving a piece of Dairymilk and telling her that “First take some sweet before
starting a new life”. At the end of this campaign, voice over is coming up with
tagline “Shubh Aarambh (Auspicious Beginning)”.
Advertisement Link: - http://www.youtube.com/watch?v=rFq7M1vUIgU&feature=relmfu
Conclusion:-
Today, brand “Cadbury Dairymilk is coming with various TVC campaign which is targeting
to different consumers with only one message “Shubh Aarambh (Auspicious Beginning)”.
Brand acceptance and loyalty level is growing day by day. As
well, brand is giving positiveness in the mind of consumers by continuously
focusing on “start any new thing with the piece of Cadbury Dairymilk, it will
give good result”.
Another important
thing is that brand is trying to keep much closer & making strong relation
with each other. And, always coming with effective strategy & execution
that maintain brand equity, every regular interval (including festival), brand Cadbury
Dairymilk is coming with new campaign & recalling “Shubh Aarambh
(Auspicious Beginning)”.
Share your views …
and make your everyday “Shubh Aarambh (Auspicious Beginning)”.
