Sunday, July 18, 2010

Brand Update : Cadbury Dairy Milk For Shubh Aarambh

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.

9 comments:

  1. Cadbury’s Shubh Arambh campaign is good but I disagree with you because I do not see any big idea here. The creative is of a pretty routine kind, the client and the agency quite obviously have the coming festival season in mind. The purpose is to remind the target audience to consume or gift the product during the festival; we are likely to see more such ad campaigns for many other brands as the festival season approaches. Cadbury’s have done festival ads in the past so have the other players. I do not see any new strategy in the campaign or anything unusual to make it really stand out. Sometime ago Cadbury’s image took a beating when worms were found in their chocolates, at that time they launched a campaign featuring Amitabh Bachchan; I would say that was a great campaign because it helped to repair the damage done to the brand’s image, and a celebrity was used in a very effective manner.

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  7. Hi This is Chirag Patel from DBM SPCE-Visnagar
    Very good reading material....

    but i want to add something

    Here in this campaign this cadbury people used combination of positioning like positioning by Product use, Positioning by Product class and Positioning by cultural sybmols. this could be explained as under:

    By Product use:
    In this capmaign company suggests to use Dairy milk when you are going to start any good or ocpicious work. Which is different from the normal eating habit of chocolates

    By Product class:
    Here company is competeing with the another product class from confectionary to sweets (as indian consumer consume traditional sweets before starting any work)

    By Cultural Symbols
    It is embaded in Indian culture to consume sweets at an ospicious occassion or before starting any work. and company want to leverage this habit by suggesting Dairy Milk instead of Traditional sweets.

    These are my personal views hence may or may not match with your beliefs and if you found it not matching please ignore it and suggestions are welcome.

    Chirag Patel
    Assistant Professor (IMC Subject)
    DBM SPCE - Visnagar.

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  8. Great post! I hope you will share more with us. Thank you!
    R.J.

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