Cadbury Dairy Milk Amplifies Joy with 'Badhti Dosti' Campaign

Mondelez India Foods Private Limited (formerly Cadbury India Ltd.), recently launched the ‘Badhti Dosti’ campaign for Cadbury Dairy Milk, India’s favorite chocolate which enjoys a special place in the hearts of consumers and has a strong association with happiness.

The busy lifestyle led by most Indians leaves barely any friendship left in already existing, everyday relationships. Cadbury Dairy Milk prides it’s self on being a brand that is built on genuine bonds and authentic joy and has a real role to play. The Badhti Dosti campaign is aimed at getting people to free their joy with Cadbury Dairy Milk & experience shared joy more often.

Commenting on the new campaign, Prashant Peres, Director – Marketing (Chocolates), Mondelez India, said, “For many years now, Cadbury Dairy Milk has represented a plethora of emotions, from shared values such as family togetherness, to shared good feelings and collective joy. The new Badhti Dosti campaign will mark a shift from festive or occasion led consumption towards a more casual approach and will emphasize on driving the frequency of consumption. The TVC, in a light-hearted set-up, which rekindles friendship between a mother-in-law & a daughter-in-law, highlights how Cadbury Dairy Milk gets them to free their joy, bringing them closer to each other like never before.”

 Neville Shah, Group Creative Director, Ogilvy & Mather, said, “In a world today where connections are fleeting, virtual and superficial, the need for genuine bonding is high. Cadbury Dairy Milk has always celebrated relationships, and with this campaign, we wanted to celebrate and rekindle another very important connection – friendship. A friendship not between strangers, but our real friends. To bring them even closer.

What really grows friendship is when a portal opens up between two people at a moment when they share their true self. This TVC is all about encouraging people to free their joy more often by sharing a bar of CDM more often. Cadbury Dairy Milk has always told simple, beautiful stories. And that’s exactly what this is."
The ‘Badhti Dosti’ campaign will be supported by a new TVC and exciting digital engagements, targeting the brands core target audience. The Creative Agency for the ‘Badhti Dosti’ Campaign is Ogilvy & Mather and Digital Agency is Digitas.

For the TVC, please click -


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