Cadbury Dairy Milk turns the spotlight on ‘Achhai’ in its 70th year in India
Celebrating its 70-year journey in India, Mondelez India Foods’s flagship brand Cadbury Dairy Milk now explores the theme of Achhai (goodness) in its latest campaign, building on its strong proposition of ‘Kuchh Meetha Ho Jaaye’. Conceptualised by Ogilvy India, the ‘Generosity’ campaign aims at celebrating the generous instinct in everyone and showcasing as to how such moments go on to strengthen human relationships. The TVC shines the spotlight on spontaneous little acts of kindness, celebrates them and the wonderful human connection that they result in.
The heartwarming TVC will be further amplified through digital & social activations, PR and innovative outdoor activations. The activations will nudge more people to bring out their goodness and create moments of connections enabled by Cadbury Dairy Milk.
One of the most successful and long-standing campaigns of Cadbury Dairy Milk, ‘Kuch Meetha Ho Jaaye’ continues to enjoy consumer love and adulation and successfully ties in with every day consumption occasions from post-dinner dessert, successful exam results to celebrating friendships. ‘Kuchh Achha Ho Jaaye, Kuchh Meetha Ho Jaaye’ will help build on the strong brand equity and emotional connect of the immensely successful campaign.
Elaborating on the campaign, Anil Viswanathan, 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. On the brand’s 70th year in India, the new ‘Kuch Accha Ho Jaaye, Kuch Meetha Ho Jaaye’ campaign will aim to recapture the Cadbury Dairy Milk spirit, strengthen connections with consumers and shine a spotlight on people that go the extra mile for others – the people that embody the Cadbury Dairy Milk spirit with little acts of kindness that bring people closer together. The Generosity campaign has won many accolades in markets like the UK and Australia, and we hope to revive the spirit of generosity with ‘Kuchh Achha Ho Jaaye, Kuch Meetha Ho Jaaye’ in India.”
Commenting on the creative ideation, Sukesh Nayak, CCO, Ogilvy India, said, “This film launches the new positioning of Cadbury. It’s a beautiful story that lands generosity. Something that I feel the world needs a lot these days. This story is a moment captured on a regular day between two brothers, told with a simple human charm, straight from the heart. It doesn’t stop at this. There is a whole lot planned to bring alive this thought through digital, on-ground, and experiential. It is Cadbury’s attempt to bring forth the inherent goodness in people, capturing the spirit in a way that only Cadbury can.”
Nitin Saini, Associate Director – Chocolate Equity, India & South East Asia, Mondelēz International, who is a part of the global team working on the generosity campaign said “ Cadbury Dairy Milk has always associated itself with togetherness moments and human connections. If we look back at the brand history, we will see that the brand was founded on the principles of goodness and generosity. Our new campaign on Cadbury Dairy Milk is all about shining light on small acts of generosity that people do and human connections that it results in. A lot of consumer work went behind understanding generosity and its manifestation in the Indian market. India continues to be a priority market for Mondelēz International and has played an important role in creating the narrative for the campaign. I am delighted with the overwhelming response, that the campaign has received so far. We are delighted to celebrate our 70th year in India with Kuch Accha Ho Jaaye, Kuch Meetha Ho Jaaye”.
The Creative Execution
The TVC features two brothers as the central characters. The younger brother is shown kneeling down in front of an empty Cadbury Dairy Milk wrapper and praying for the chocolate to reappear. He genuinely believes that his prayer can work and help realise his dream.
The elder sibling is shown to be studying and observing his younger brother’s antics. The elder brother, out of goodness in his heart, sacrifices his chocolate and replaces the empty wrapper with his own.
As the younger sibling opens his eyes, he is surprised and awed to see a bar of chocolate, in all its completeness right in front of him. He runs to his brother to show that his prayers have been answered, while the elder brother, the orchestrator of the miracle, acts innocent.
The mother who has been a silent spectator so far, figures out the elder kid’s generous act of giving up his own chocolate bar for his younger brother. The creative signs off with the new tagline” “Kuch Achha Ho Jaaye. Kuch Meetha Ho Jaaye”.
The Creative Strategy
When Cadbury Dairy Milk was launched in India in 1948, both the concept of chocolate and its taste was alien to the Indian palate. Over these 70 years, Cadbury has become an integral part of India, with affordable price points and appealing to all life stages. The campaigns created over the years have helped the brand build a strong connect with the people through its emotional stories. “We want to continue with this journey and add more people to our brand value,” Anil Viswanathan said.
He further said, “We came up with the ‘Kuch Meetha Ho Jaye’ proposition a few years back and have been presenting it through strong Indian stories which also have a global connect as the emotions shown have a universal appeal. These are stories at a global level with an Indian spin.”
Taking this thought forward, Nitin Saini, Associate Director – Chocolate Equity, India & South East Asia, Mondelēz International, said, “One thing that stands out about Cadbury Dairy Milk is that it has always strived to connect with the consumers on an emotional level. Thus, today when a consumer wants chocolate, he/she asks for Cadbury Dairy Milk. So strong is the connection.”
Developing the Idea
For the creative ideation, the brand went back to its history and roots and realised that Cadbury as a brand had always been formulated on the principles of goodness and generosity. Here Nitin Saini recollected the story of John Cadbury, the founder of the chocolate business named after him. Cadbury was well-known for his generosity and took good care of his employees. His sons, Richard and George, developed the garden village of Bournville, now a major suburb of Birmingham, UK. The company built homes for its employees as well as cricket and football fields. This apart, the company has always fought to keep the district around the factory alcohol-free and it continues even today.
Saini added, “Generosity is very deeply embedded in the brand through the years. Generosity and goodness have played a big role in Cadbury’s progress and what the brand stands for. Through our latest campaign, we want to shine the light on the small acts of generosity and goodness in a world that is filled with indifference.”
Talking about the strongest market in India Anil Viswanathan, said, " For close to 70 years, we have been bringing delicious moments of joy to our consumers in India. We created the chocolate category in India and defined the taste of chocolate for several generations of Indians. This has made Chocolates a vibrant category rather than one which is purely fighting on value. Our strategic investments into capabilities, innovative products and formats, strong sales and distribution footprint and iconic marketing campaigns have helped us redefine chocolate eating experience for the consumer in India. We define the categories in which we play – as leaders in chocolate and strong challengers in biscuits and other categories we will continue investing behind our Power Brands to accelerate growth."
Further discussing about their presence in the tier 3 and 4, he explained,"We focus passionately on our consumers and customer- our brand and quality of delivery to the shopper is what will determine our success. If we execute right in store, we are bound to grow. While we have a strong urban presence, rural is a significant growth driver for us. We are growing our footprint in rural India by investing in route to market in over 50,000 villages while aggressively increasing our urban distribution making our products accessible to more consumers."
Agency: Ogilvy India
Creative team: Piyush Pandey, Sukesh Nayak, Neville Shah, Yogesh Pradhan, Minal Phatak
Planning team: Ganapathy Balagopalan, Jasmeeta Mehta
Account management: Hephzibah Pathak, Prakash Nair, Neha Shah, Navika Jain, Vishaal Nair
Production house: Breathless Films
Director (film): Vinil Mathew
Producer: Swadha Kulkarni
Director of photography: Tuomo Virtanen