Cadbury Promo, Case study IN CHASE OF A NEW BEGINNING by Madison Communication

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Industry Milk, Chocolate
Media Promo & PR, Case study
Market India
Agency Madison Communication
Released July 2010

Credits & Description

Category: Fast Moving Consumer Goods
Date of First Appearance: Jul 1 2010
Deputy General Manager: Shekhar Banerjee (Madison Communications)
General Manager: Mangesh Korgaonkar (Madison Communications)
Creative Controller: Manisha Dutta (Madison Communications)
Category Manager- Chocolates: Nitin Saini (Kraft Foods)
Brand Manager: Sudhanshu Nagpal (Cadbury)
Assistant Vice President- Media: Sindhuja Rai (Cadbury)
Media Manager: Ankita Deepak (Cadbury)
Media Manager: Cadbury India (Sri Ranjini Thadepalli)
Vice President, Marketing- Chocolates: Nikhil rao (Cadbury)
Vice President, Marketing- Chocolates: Anil Viswanathan (Cadbury)
Media placement: TV Campaign- Chaser Ads - Star Network, Zee Network, Network 18, MTV - 1st July 2010
Media placement: Mobile Devices- 13 MN handsets - Reliance Infocomm - 1st July 2010
Media placement: Radio Campaign - RadioCity, OYE FM, Radio Mirchi, Fever FM - 1st July 2010
Media placement: Print - Hindustan TImes, Mid Day, DNA - 1st July 2010

Insights, Strategy & the Idea
India is embracing modernity yet one tradition has stayed intact with time, ‘Consumers in India still believe in celebrating all decisions symbolizing a new beginning in their life, with MEETHA’ (traditional sweets). They believe if the beginning is on a sweet note, then it will surely bring prosperity to them. The goal was to make consumers celebrate these moments with Cadbury Dairy Milk Chocolate (CDM) instead of traditional sweets. (Indian Chocolate Market: 6% of traditional sweets)

Occasions like marriage, the start of journey, a new job or even big purchases are still considered the mark of new beginning. Insight suggested that consumers decide on which sweets to celebrate with, immediately as they take the decision. Therefore, rather than chasing traditional media planning matrices our strategy was to chase all such new beginnings. We chose vehicles that intrinsically fit with the occasion and deliver our communication right at the moment of truth.

Creative Execution
With over 70 different creative interceptions CDM chased around 30 different new beginnings in the consumer’s life.
We started the journey by partnering with Indian railways, the world’s largest network. The tickets wanted consumers to start their journey on a sweet note. Similar tie-ups were done with big airline services also.
We chased the occasion of marriage by partnering with largest matrimonial services in country.
Cadbury Dairy Milk in association with job search services also chased the occasion of getting a new job.
We created special customized ads that chased the regular advertising for big purchase categories; Cars, refrigerators, TV, Bikes & Houses across TV, print & radio. Car companies & retail outlets also gifted their consumer’s chocolates with new purchase.
Country’s largest reality show, “who wants to be a millionaire” launched its season with Cadbury Dairy Milk and a new FM radio network wished them a great launch with something sweet.

Results and Effectiveness
We wished a new beginning to 76million individuals in India. Driving Indian ethos, 25 million people were touched individually through situational interventions. It’s a runaway success with over 1million online views & viral on digital media.
The campaign also drove the highest sales growth of 42% in history of CDM in India. Consumer metrics on CDM as preferred sweet jumped up by 30% and also recorded unprecedented 92% spontaneous awareness. Frequency of consumption for CDM went up by 46%. Most importantly today consumers are ready to accept a foreign concept of chocolates and look at it as alternate to traditional sweets.