Cadbury Dairy Milk one of India’s leading chocolate brand recently launched its new campaign Kuch Achha Ho Jaaye to celebrate its 70th anniversary in India. The new campaign builds on the iconic Kuch Meetha Ho Jaaye.
The objective of the latest campaign is to celebrate the generous instinct in everyone and showcase how such moments go on to strengthen human relationships, reports the publication. Through this Generosity campaign, Cadbury Dairy Milk India explores the theme of achhai (goodness), building on its strong proposition of Kuchh Meetha Ho Jaaye.
“Little acts of kindness”
“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,” Anil Viswanathan, director, marketing (chocolates), Mondelez India, said with regard to the launch. “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,” he added.
Viswanathan also said, “The Generosity campaign has won many accolades in markets like the United Kingdom and Australia, and we hope to revive the spirit of generosity with Kuchh Achha Ho Jaaye, Kuch Meetha Ho Jaaye in India.”
Kuch Meetha Ho Jaaye, one of Cadbury Dairy Milk’s most successful and long-standing campaigns. Kuchh Achha Ho Jaaye, Kuchh Meetha Ho Jaaye will help build on the strong brand equity and emotional connect of the immensely successful campaign, according to the publication.
The new TV commercial
“This film launches the new positioning of Cadbury. It is a beautiful story that lands generosity, something that I feel the world needs a lot these days,” said Sukesh Nayak, chief creative officer, Ogilvy India on the new TV commercial that has been launched as part of the new campaign.
“This story is a moment captured on a regular day between two brothers. It has been 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 – digital, on-ground, experiential. It is Cadbury’s attempt to bring forth the inherent goodness in people, capturing the spirit in a way that only Cadbury can,” he added.
“Cadbury Dairy Milk has always associated itself with togetherness moments and human connections,” Nitin Saini, associate director, chocolate equity, India and South-East Asia, Mondelez International, a part of the global team working on the generosity campaign told the publication.
“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. 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,” he added.
It is to be noted that the company has also recently launched limited-edition chocolate bars in tropical mango and butterscotch flavors.