Cadbury Dairy Milk Rebrands Marketing Campaign to 'Kuch Achha Ho Jaaye' For The Touch of Goodness

by  EVENTFAQS Bureau Marketing | July 24, 2018 | News

Cadbury Dairy Milk India has announced the launch of a new campaign ‘Kuch Achha Ho Jaaye’ building on the iconic ‘Kuch Meetha Ho Jaaye’ campaign. In today’s fast-paced world, most people tend to overlook the goodness and kindness inherent in humans. As a brand, Cadbury wanted to shine the spotlight on these spontaneous little acts, celebrate them and the wonderful human connection that they result in. The campaign aims at celebrating the generous instinct in everyone and showcasing as to how such moments go on to strengthen human relationships. Through the "Generosity" campaign, the brand in India now explores the theme of Achhai (goodness), building on its strong proposition of Kuchh Meetha Ho Jaaye.

Commenting on the launch of the campaign, Anil Viswanathan, Director - Marketing (Chocolates), Mondelez India said, “For many years now, Cadbury Dairy Milk has represented a plethora of emotions, from shared values such as family togetherness, to shared good feelings and collective joy. On the brand’s 70th year in India, the new ‘Kuch Accha Ho Jaaye, Kuch Meetha Ho Jaaye’ campaign, will aim to recapture the Cadbury Dairy Milk spirit, strengthen connections with consumers and shine a spotlight on people that go the extra mile for others – the people that embody the Cadbury Dairy Milk spirit with little acts of kindness that bring people closer together. The Generosity campaign has won many accolades in markets like the UK and Australia, and we hope to revive the spirit of generosity with ‘Kuchh Achha Ho Jaaye, Kuch Meetha Ho Jaaye’ in India.”

Mondelez India, the country’s undisputed chocolate market leader and India’s favourite chocolate Cadbury Dairy Milk, has always been ahead of its times with its campaign illustrations and unforgettable taglines that continue to strike a chord with the consumers. One of its most successful and long-standing campaigns, ‘Kuch Meetha Ho Jaaye’ continues to enjoy consumer love and adulation and successfully ties in with everyday consumption occasions from post-dinner dessert, successful exam results to celebrating friendships. Kuchh Achha Ho Jaaye, Kuchh Meetha Ho Jaaye will help build on the strong brand equity and emotional connect of the immensely successful campaign.

Nitin Saini, Associate Director – Chocolate Equity, India & South East Asia, Mondelēz International, who is a part of the global team working on the generosity campaign said, “Cadbury Dairy Milk has always associated itself with togetherness moments and human connections. If we look back at the brand history, we will see that the brand was founded on the principles of goodness and generosity. Our new campaign on Cadbury Dairy Milk is all about shining light on small acts of generosity that people do and human connections that it results in.  A lot of consumer work went behind understanding generosity and its manifestation in the Indian market. India continues to be a priority market for Mondelēz International and has played an important role in creating the narrative for the campaign. I am delighted with the overwhelming response, that the campaign has received so far. We are delighted to celebrate our 70th year in India with Kuch Accha Ho Jaaye, Kuch Meetha Ho Jaaye.”