This presentation truly depicts the transformation in the advertising strategy of CADBURY DAIRY MILK from children to the adults to the teenagers... including the people in the rural areas and celebrating happiness with cadbury. It depicts the INDIANISATION of the advertising campaign of cadbury dairy milk in INDIA and changing the CADBURY DAIRY MILK from a chocolate to sweet which has become an indespensible part of our lives. :)

1. Company’s Profile

3. 

4. Product Life Cycle Of CADBURY Dairy Milk

6. Real Taste of Life
Communication Objective- Convey the message that there is a child in each one of us.
To appeal to that child, since children loved eating chocolates. Cadbury Dairy Milk became the perfect expression of
'spontaneity' and 'shared good feelings‘
What was Communicated- The Real Taste of Life it all reflected the impulsiveness and the spontaneit of the child
in the adult.
Why they communicated- to re-create the image of a child in the eyes of the adults and remind them of their childhood
days and create an image that Cadbury essentially stood for childhood and stimulate them to buy chocolate so as to
make them remember the childhood days.
What was achieved- A change in Consumer mindset that chocolates were mostly for kids and young people. Through
the campaign, adults realized they could and should enjoy chocolates as well.

8. Khanewalon ko khane ka bahana chahiye
Communication objective- Through the ad, it was aimed at widening the
chocolate consumption among the masses and making sure the product
reached a wider group of people, based on age, sex etc.
What was Communicated- The ad reflected the fact that Cadbury could be
available and eaten by all groups of people. In the ad, an elderly lady, middle-
aged man, newly married bride, young guy and a child are all seen enjoying
Cadbury, which showed that all people, irrespective of their sex and age could
enjoy it.
Why they communicated- The ad was meant to stimulate purchase intentions
and enable the reach of Cadbury to a wider audience.
What was achieved- A widening of audience, which meant a wider market for
the product.

9. Miss Palampur
Communication Objective- The ad targeted the rural parts of India. It
focused on Adults and values, like Sacred Cow campaigns aimed at
rural India did fare well. Campaigns aimed at rural India did fare well.
The share of Cadbury increased by more than 20% in rural India. The
share of Cadbury increased by more than 20% in rural India. The brand
further strengthened its positions with the core audience. The brand
further strengthened its positions with the core audience.
What was communicated- It shows a villager enjoying the success of
his cow becoming Miss Palampur. The entire village joins in the
celebration, with all having chocolates.
Why they communicated- The ad was meant to increase the reach of
the product to rural areas and develop preferences for chocolates in the
rural areas.
What was achieved- Enabled Cadbury to be shown as a product
which can be enjoyed in rural areas too.

12. Pappu Pass Ho Gaya
Communication Objective- The ad targeted youngsters and has
become part of street language. It has been adopted by consumers to
express joy in a moment of achievement/success. The ad showed
association with little joys of life. The campaign urged people to
celebrate every little moment of happiness in their life with a chocolate.
What was communicated- The ad showed the coming out of results
and the passing of a person called Pappu, who had failed repeatedly.
All youngsters were seen having chocolate to enjoy their moment of
success. Thus, it predominantly targeted youngsters.
Why they communicated- The ad was meant to reach out to
youngsters and encourage them to buy chocolates.
What was achieved- Enabling Cadbury to be portrayed as a product
which can be had by youngsters to celebrate their successes

14. Kuch Meetha Ho Jaaye
Communication Objective- The ad was meant to portray Cadbury as something which can be
had on all celebratory occasions. It projected chocolates as a substitute to mithai (sweets) and
cheered people to have chocolate on every joyous occasion.
What was communicated- The basic depiction was that the ad showed that chocolate can be
showed as being enjoyed during Diwali and any other celebratory occasions.
Why they communicated- The idea was mainly to develop preferences among people for
chocolates to sweets and stimulate the demand for chocolates in festive and joyous occasions.
What was achieved- Depiction of chocolate as a substitute to sweets and the fact that it can
be enjoyed in joyous occasions too.

15. .
Shubh Aarambh
Communication Objective- The ad was specifically aimed at indicating a shift from the notion
of celebrating happy occasions with chocolate to the happy occasions with chocolate to the
concept of anticipating concept of something good after consuming the chocolate, a substitute
for mithai. The campaign is aimed at consumers across sectors, and is supposed to have a
balanced appeal across all tiers.
What was communicated- The ad depicted the starting if friendship over having Cadbury and
how a bonding developed over it.
Why they communicated- The ad was meant for the core group, i.e. consumers in the age
group of 15-35 years. The ad was established to remind consumers about the utility of Cadbury
What was achieved- Enabled Cadbury to re-establish itself in the eyes of the core target
customers.

16. Campaign Target Shift over the years
REAL TASTE OF LIFE Child in adult From just kids to a kid in every
adult.
KHANEWALO KO KHANE KA
BAHANA CHAHIYE
Wider masses Appeal to wider mass based
on age,gender,etc.
PAPPU PASS HO GYA Youngsters
MISS PALAMPUR Rural masses Shift to smaller packets
KUCH MEETHA HO JAE Conversion of sweet
consumers to chocolate on
special ocassions.
KHAANE KE BAAD MEETHE
MEI KUCH MEETHA HO JAE
Targeting the habits of Indians
to have deserts after meals
converting the dessert to
chocolate.
SHUBH AARAMBH Targeting the belief of Indians
that anything begun by having
something sweet provides
good luck
Converting yet another
segment of sweet consumers
i.e. before the start of any
work

18. Way Ahead
Cadbury planned to promote new ideas and occasions
and give new reasons to the people to consume their
product and associate 'meetha' with Diary Milk in
people's minds.
It also utilized the strategy of using Indian traditions and
customs to connect with people and form a special
bond with them i.e. 'Indianization' of the brand,
besides giving it a contemporary image to connect with
the youth as well.
Cadbury also tried to bring in new and different variations
of CDM like CDM Silk which was supposed to be even
better and smoother than the original CDM...