Cadbury Dairy Milk urges people to participate in the happiness of others
At a time when individuals are too focused on their own reality, India’s favorite chocolate brand, Cadbury dairy milk launched an all-new campaign that urges people to treat and embrace the happiness and accomplishments of others with big hearts. Based on a simple thought, the latest film adds a new dimension to the story of generosity and pushes people to be there for someone. Through this effort, the brand aims to melt the power distance through varied relationships – a story that is both relatable and taking “Kuch Accha Ho Jaye, Kuch Meetha Ho Jaye” story to the next level.
True to his story, Cadbury dairy milk has managed to capture the essence of evoking kindness and generosity over the years. From introducing limited edition thank you bars in 2020 for recognizing unsung heroes during the pandemic, to recognizing the efforts of often unrecognized cricket ground staff members, the brand has successfully transitioned from storytelling to making stories. Building on the same thought, the most popular Diwali campaign #NotJustACadburyAd also won people’s hearts as well as laurels around the world. With this latest effort, the chocolate brand aims to add a few more “encounters” into everyday relationships.
The encouraging one-minute video opens with a politician accompanied by his bodyguards rushing to the dias amid the cheering crowd. One of his closest aides is seen nervously checking the time for his homework. Observing this, and to the surprise of the viewers, the politician asks for his daughter’s registration number. As the bodyguard remains puzzled, he checks the results over the phone. Realizing that she has passed the entrance exam, the politician offers a Cadbury dairy milk which he specifically wore to celebrate the good news with his bodyguard and asks him to take a day off and celebrate with his family. The emotional thought of ‘Kisi Aur Ki Khushi Mein Shaamil Ho Kar Dekhiye’ , set against a heartwarming soundtrack that brings the thought of the campaign to life with lyrics, beautifully conveys the message of looking beyond your reality and being part of the happiness of others.
Mr. Anil Viswanathan, Vice President – Marketing, Mondelez India said: “Since 2018, generosity has remained an innate part of Cadbury Dairy Milk’s a storytelling that continues to connect consumers in all geographies. Shining the spotlight on the inner “acchai” and keeping purpose at the heart of our message, we have rolled out several campaigns that celebrate small acts of kindness. Stepping forward in the same direction, our final effort reiterates the meaning of ‘Kuch Acha Ho Jaye, Kuch Meetha Ho Jaye’ by urging individuals to share the happiness of others with a big heart and to make their moments of “meeting” even more special. Based on the simple idea that the law can create distance in relationships, we believe the campaign’s powerful yet relatable storytelling will inspire people to look beyond their own realities and create shared moments of happiness.
Sukesh Nayak, Creative Director, Ogilvy India says, “When we forget our rights and treat all as equals and celebrate their happiness as if it were our own, the joy is doubled. This is the idea behind our latest campaign on Cadbury dairy milk. This thought builds beautifully on the brand’s platform of continued generosity. The campaign will feature many touchpoints that will inspire us to join in and celebrate not only ours, but those of others as well. »
The launch will be supported by a 360-degree communications campaign with amplification through media touchpoints.