Cadbury Dairy Milk launches "Shubh Aarambh" campaign

Cadbury Dairy Milk has launched a new campaign, "Shubh Aarambh". This campaign is based on the concept of the Indian tradition of having something sweet before every auspicious occasion, with the belief that it leads to a favorable outcome. Over the years, CDM has been a special part of every Indian's moments of happiness, joy and celebration. This year, for the first time ever, CDM urges consumers to also enjoy their much loved chocolate before embarking on an important task, in anticipation of a successful outcome.

The new commercial opens with a young girl standing at a bus stop relishing a bar of CDM, as a young boy comes up to her and requests her for a cube of the chocolate. Astonished, the girl asks if she knows him, to which the he nods in negation. To this, the girl nonchalantly then asks him for a reason for her to share her CDM. The boy then explains to the girl that his mother tells him that before starting anything auspicious, it is a must to have something sweet which then leads to success. The girl ponders over this, only to then reluctantly give him a cube of CDM. After the boy relishes the chocolate, the girl inquisitively questions him as to what auspicious work was he planning to do. To this, with eyes of hope, the boy promptly tells her that he was thinking of dropping her back home. Amazed, the girl looks at him, and the boy smiles sweetly at her. The film closes with the coy girl blushing and the boy smiling having silently understood her reciprocation. The VO then states, "Shubh Aarambh. Kuch Meetha Ho Jaye".

Ogilvy & Mather Advertising has created the new commercial. It will be supported by a 360 campaign to intensify engagement with consumers through media like radio, print, digital and outdoor.

Talking of the creative concept, Abhijit Avasthi, National Creative Director, Ogilvy & Mather India said, "Shubh Aarambh is yet another cut on our long-running, and immensely successful 'Kuch meetha ho jaaye' thought for CDM. Though it is rooted in a cultural truth of auspicious beginnings starting with something sweet, we've tried to give it a youthful, contemporary flavour".

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