Cadbury Promo, Case study SHUBHAARAMBH - A POSITIVE BEGINING 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: Best Localised Campaign
Date of First Appearance: Jul 1 2010
Chief Operating Officer: Mallikarjun Das (Madison Communications)
Deputy General Manager: Shekhar Banerjee (Madison Communications)
General Manager: Mangesh Korgaonkar (Madison Communications)
Creative Controller: Manisha Dutta (Madison Communications)
Category Manager Chocolates: Nitin Saini (Cadbury India)
Brand Manager: Sudhanshu Nagpal (Cadbury India)
Assistant Vice President Media: Sindhuja Rai (Cadbury India)
Media Manager: Ankita Deepak (Cadbury India)
Media Manager: Sri Ranjini Thadepalli (Cadbury India)
Vice President Marketing Chocolates: Nikhil Rao (Cadbury India)
Vice President Marketing Chocolates: Anil Viswanathan (Cadbury India)
Media placement: TV - TV Spots, Chaser Ads, TV Show - Who Wants To Be A Millionaire? (Indian Version) - 1st July 2010
Media placement: Radio - Radio Spots, Chaser Spots - 15th July 2010
Media placement: Internet - Matrimonial Websites, Job Search Portals, - 15th July 2010
Media placement: Print - Leading Dailies- Hindustan Times, Times Of India, Mid Day, ABP - 15th July 2010
Media placement: Mobile - Reliance Infocomm - 15th July 2010
Media placement: Indian Railway Tickets - Indian Railways Official Website - 1st August 2010
Media placement: In Flight Entertainment- Airlines - Kingfisher Airlines - 1st August 2010
Media placement: Indian Railway Stations - Railway Platforms Across India - 1st August 2010

Insights, Strategy & the Idea
We in India celebrate the beginning of any good work with ‘MEETHA’ (homemade sweets) in anticipation of a good beginning i.e. ‘Shubharaambh’ (Hindi Language), even regular cane sugar is used for the ‘Mooh Meetha’ (sweet eating) ritual. The communication goal was to make consumers embark on such occasions with Cadbury Dairy Milk (CDM) instead of homemade sweets, thereby making MEETHA synonymous to CDM (Chocolate Market: 6% of homemade sweets).

Consumer Insight suggested that they decide on which sweets to celebrate with immediately when they take the decision to do something.

Media strategy was to create an aura of experiences across touch-points with new beginnings in the consumer’s life with CDM. Intrinsic to Indian culture, we focused on touch-points across new beginnings and key milestones in consumer’s life, like marriages, new job, new purchases (house, car, bike and other household products), and the start of journey and festivals.

Creative Execution
With over 70 different creative interceptions, CDM chased around 30 different new beginnings in the consumer’s life.
We chased the start of a journey by partnering with Indian railways, the world’s largest network. The tickets wished consumers to start their journey on a sweet note. Similar tie-ups were also created with big airline services.
We chased the occasion of marriage by partnering with the largest matrimonial services in the country.
Cadbury Dairy Milk, in association with job search services, also chased the occasion of getting a new job.
We created special customised ads that chased the regular advertising for big purchase categories; cars, refrigerators, TV, bikes and houses across TV, print and radio. Car companies and retail outlets also gifted their consumer’s chocolates with new purchase.
The 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 for a new beginning to 76 million individuals in India. Driving Indian ethos, 25 million people were touched individually through situational interventions. It’s a runaway success, with over 1 million online views and viral on digital media.
The campaign also drove the highest sales growth of 42% in the history of CDM in India. Consumer metrics on CDM as the 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 chocolate and look at it as alternate to traditional sweets.