KASHISH GUPTA

15BSP1683

Study of product advertisements change over time

Study of product advertisements change over time

Cadbury Dairy Milk

Cadbury dairy milk ad has changed a lot overtime. Cadbury was the market leader in chocolates

in India and it also was a very popular brand which enjoyed the trust of its consumers. It already

had a market share of around 70% in chocolates with its flagship brand Cadbury Dairy Milk

alone having around 30 % of the share of the Indian chocolate market. The company had come

a long way since the 1990s when Indian consumers associated Diary Milk as a product meant

for children.

To change this, Cadbury came up with a series of campaigns to target the adult group, starting

with the 'Real taste of life' campaign, to encourage people to bring out the child in them.

'Pappu Paas Ho Gaya'

This was another popular campaign for Diary Milk, launched in 2005.

Bachchan acted as a shopkeeper in the advertisement. Two guys approach the shopkeeper and

ask him for a Diary Milk. They leave without paying and tell him that Pappu will pay. A group

of girls come up and again the same thing happens.

Then it moved on to the social acceptance theme with the line - 'Those who want to eat, will

find a reason for it'.

‘Shubh Aarambh’ and ‘Meethe mein kuch meetha ho jaye’

Through this, Dairy Milk was able to gain acceptance for chocolates among the adult

audiences. The company then sought to capture the market for sweets and to make Dairy Milk

a substitute for the traditional Indian sweets. With this in mind, Cadbury ran two parallel

campaigns - 'Shubh Aarambh' (Auspicious beginning) and 'Meethe mein kuch meetha ho jaye'

(Let's have something sweet for dessert).

Cadbury ran major television campaigns backed up by other media, even as the second big

player and Cadbury's rival, Nestlé, engaged in aggressive promotions, taking on Cadbury's

campaigns directly in some cases. Diary Milk's 'Meethe mein kuch meetha ho jaye' went a

notch higher than the earlier campaigns and sought to promote the brand as a dessert. Though

the campaigns were generally well received and appreciated, there were some industry

observers who wondered how effective Cadbury's efforts would be and whether its chocolates

could really replace the traditional sweets and dessert items which were well entrenched in the

Indian way of life. They were of the opinion that it would be a difficult task to do so,

considering the long tradition such sweets and desserts had. Changing this mindset of the

consumer would prove to be a major challenge for the marketing team for Diary Milk, they

said.

Cadbury's main competitor in India was Nestlé which had around 25% of the market share in

chocolates in 2011. Nestlé's products included Kit Kat, Munch, Bar-One, Milky Bar, and Milky

Bar Choo. There was an ongoing battle between Cadbury and Nestlé, with both of them

engaging aggressively in their advertisement campaigns.

More detailed advertisement of CDM is now being presented in front of the audience than ever

before, with the CDM silk more focussed on unlike before. The graphics and the quality of the

ads has enhanced and notched way up with the creativity of the ads being much more

innovative.

The jingles have changed of the Cadbury ads depending on the campaign change.

Vocabulary in ads have also changed in accordance to the campaigns. Initially only Hindi

simple words and jingle were used to target the audience but gradually English wordings also

started making their way to the Cadbury ads. Words like Smooth, Creamy, Milk were used as

adjectives to define the dairy milk chocolate.

Technology has also influenced the ads as initially the advertisements were aired on television

or printed in newspapers but after the internet reach to people more of advertisements are

upcoming on social media, and images are capturing the attention more than ever before as

they are directly seen on consumers mobile and laptops as the consumers are 24*7 connected

to their smartphones.

Cadbury Dairy Milk PLC

Introduction Growth Maturity Decline

The perfect

expression

of love

Real taste

of life

Real taste of

chocolate

Khaanein

waalon ko

khaane ka

bahana

chaiye

Kuch

khaas hai

Kuch

meetha ho

jaaye

Pehli

Taareekh

hai Shubh

Aarambh

Sales

Dairy Milk Silk,

Dairy Milk Fruit &

Nut, Dairy Milk

Marvellous

Creation, Dairy

Milk Nutty Caramel