Cadbury's Dairy Milk has recently launched a new campaign " Shubh Aarambh" ( meaning Auspicious Beginning ). The campaign is the refined version of the earlier Payday campaign which evoked mixed response from the Ad analysts and consumers.
The Shubh Aarambh campaign reinforces the occasion based positioning of Dairy Milk. The brand has been trying to position itself as a symbol of enjoyment and celebrations. Indians have the tradition of sharing sweets on auspicious occasions and also when one initiates a venture/activity. Whether the activity is small like writing an exam or huge like starting a company, sharing of sweets is an integral part of the event. The belief is that good things happen when one starts a venture on a positive note ( like sharing sweets).
Dairy Milk very cleverly captured this tradition and incorporated into its brand story. The new campaign takes the brand to the center of this tradition linking Dairy Milk to Sweet and Auspicious Beginning.
While the previous PayDay campaign was a narrow interpretation of the occasion based positioning , Shubh Aarambh has given the brand a broad playing ground. In my opinion, the brand has hit upon a really great Big Idea. The concept is very much Indian and offers huge opportunity for creatives to weave great stories for the brand.
Watch the launch ad here : Shubh Aarambh
The concept also gels with the brand's tagline " Kuchch Meetha Ho Jaye ". The launch campaign is targeted at younger generation and hence the brand added a little humor and twist into the campaign.
Shubh Aarambh is a great idea for this great brand. It will be interesting to see how Dairy Milk milks this idea to the fullest.