- Payal Shah Karwa |
- 21 February 2012
Cadbury Dairy Milk still stands to be one of the strongest brands in India. We have seen it evolve from a ‘cutesy,’ brand to a quirky comic one pegged on the premise of ‘Celebration’. It’s latest communication strategy based on ‘meethe mein kuch meetha’ has seen a disciplined growth and increasing consumer endearment owing to its slice of life-like stories and their execution. It is interesting to note, however, that from the usual TV route, CDM has extended to a BTL route for its latest campaign with the much-talked about ‘’Cadbury Dairy Milk Meetha Dinner Contest”. We spoke to them to get a detailed insight into the idea and the response it elicited from the audiences.
The Indian Ad Industry is playing by the consumers’ emotions. Probably it is the ‘research effect’ which says that 95% sales decisions are based on emotions than rational reasons. For instance, India’s deep rooted culture of strong familial ties which brands are using as a hook to advertise. Be it the new Chevrolet Beat (father-son ) ad or the Toyota Fortuner which is pegged as the Family SUV, they rub you right, or should we say- to your left.
However, the magnum opus of all Ad campaigns which whisked away a series of Awards this year has been ‘The Cadbury Dairy Milk Meetha’ campaign. When we spoke to him about the overall thought behind the campaign, Venkatesan Chandramouli, Director – Snacking and Strategy, Cadbury Kraft Foods said ‘In the last 8 years, Cadbury Dairy Milk has consistently positioned itself in traditional sweet consumption occasions. In 2011, we seeded ourselves in the Post Dinner dessert space thru our ‘Khaane ke baad, meethe mein kuch meetha ho jaaye’ campaign. The habit of seeking meetha post a family dinner not only provides physiological satiation, but also enhances the sweet, family bonding moments. Our campaign seeded CDM as the perfect option for "post dinner meetha moments.”
Taking from that premise, CDM rolled out an integrated campaign to connect with the ‘family unit’ and getting them closer with some ‘meetha moments’. “We also believe that having dinner with your loved ones creates an environment which fosters family conversation and also strengthens family bond” says Venkatesh. “So building on this thought, we invited people to participate in a contest that would give them a chance to enjoy a special dinner followed by Cadbury Dairy Milk Meetha. The contest was called the ‘Cadbury Dairy Milk Meetha Dinner contest’. The idea was to make dinner a happy occasion relished with Cadbury Dairy Milk in the end. With this, we not only wished to make our consumers happier but also strengthen the role of Cadbury Dairy Milk as a Post dinner dessert.”
The contest goes like this:
- Participants were asked to share their favourite family dinner story for which they received an outstanding 47,000 entries.
- An integrated campaign was executed to invite participation through print, radio and digital mediums, in the cities of Mumbai, Delhi, Chennai, Bengaluru, Pune, Hyderabad and Ahmedabad.
- Based on the best stories, we selected the winners
- As a last leg of this activity, we are in the process of visiting the homes of winner families and making their dinner time a real special one.
CDM is using experiential marketing in a big way we see. But while most brands use short term plugs to engage and interact with consumers, Cadbury’s taking their campaign and consumers quite seriously. Isn’t that sweet now?