Kuch Meetha Ho Jaye, Kuch Accha Ho jaye – Cadbury’s new tone & direction
Cadbury Dairy Milk celebrated its 70th anniversary by launching an integrated campaign to strengthen human relationships, thereby changing it’s brand proposition to ‘generosity’.
From “Kuch Shubh Kaam Karne Se Pehle Meetha Kha Lena Chahiye” to “Kuch Accha Ho jaye, Kuch Meetha Ho Jaye”, our very own Cadbury dairy Milk has come a long way. In its 70th year now, the chocolate major has announced the launch of a new campaign Kuch Achha Ho Jaaye.
Conceptualized by Ogilvy India, the video promotes the generous spirit of human beings and the relationships that are built on the kind abstracts of life.
About the Film
In today’s fast paced world, most of us tend to overlook the goodness and kindness inherent in us. As a brand, Cadbury Dairy Milk wanted to shine the spotlight on spontaneous little acts, celebrate them and the wonderful human connection that they result in.
The category has been reframed from portraying chocolate as a sweet treat/ an intense ‘me moment’ to a feeling worth spreading to others.
The campaign aims at celebrating the generous instinct in everyone and showcasing as to how such moments go on to strengthen human relationships.
The BIG IDEA
When thinking about the idea, the brand went back to its roots. Few things which stood out were that Cadbury as a brand has always stood on the principles of goodness and generosity. The Founder of Cadbury, John Cadbury- himself a generous man – he actually made homes for the workers of the Bournville factory to stay along with cricket and football field. It all started internally when the company had ‘Cadbury Thank You day’ in its offices to thank their colleagues for collectively making what the brand is today. This led to the current idea.
“The world really needs us to shine light and celebrate the generous spirit of people,” said Nitin Saini, Associate Director, Chocolate Equity, India and South-East Asia Mondelez International.
“From Pappu Pass ho Gaya to the famous bus stop commercial of Shubharambh, – we have been making chocolate aspirational for the consumers. We want to continue making such strong emotional stories which make chocolates appealing. Hundreds years back this product didn’t exist and came in from the WEST later alien to the country. In addition to us standing for ‘Kuch Meetha Ho Jaaye’, we also connected it globally.”
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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. 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.”
This new campaign fronted by a new 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. The brand plans to tap onto the experiential marketing game and grow the space of gifting – online as well as offline.
Driving some nostalgia in, let’s take a detour and have a look at some iconic Cadbury Dairy Milk campaigns we have been connected to ALWAYS.
Kuch Khaas Hai Hum Sabhi Mein, isnt’t it?
Paise Pappu Dega, kyuki Pappu Pass Ho Gaya.
#ShuhAarambh ho gaya hai
The Last Piece
Badhti Dosti Ke Naam, Kuch Meetha Ho Jaaye
Flavours Of Joy
The Interstellar Party
Dairy Milk Silk