Brand Update: Cadbury Dairy Milk For Shubh Aarambh Essay

Cadburys Dairy draw has recently launched a new beseech Shubh Aarambh ( meaning propitious Beginning ). The campaign is the thin version of the earlier Payday campaign which evoked mixed response from the Ad analysts and consumers.The Shubh Aarambh campaign reinforces the source based positioning of Dairy Milk. The brand has been laborious to position itself as a symbol of enjoyment and celebrations. Indians have the tradition of sharing sweets on auspicious occasions and in any case when one initiates a venture/activity. Whether the activity is small like writing an exam or huge like starting a company, sharing of sweets is an integral parcel of the event. The belief is that good things happen when one starts a venture on a positive note ( like sharing sweets).Dairy Milk very cleverly captured this tradition and incorporated into its brand story. The new campaign takes the brand to the center of this tradition linking Dairy Milk to Sweet and Auspicious Beginning.While the p revious PayDay campaign was a narrow interpretation of the occasion based positioning , Shubh Aarambh has given the brand a broad play ground. In my opinion, the brand has hit upon a really great colossal Idea. The concept is very much Indian and offers huge opportunity for creatives to range great stories for the brand.Watch the launch ad here Shubh AarambhThe concept also gels with the brands tagline Kuchch Meetha Ho Jaye . The launch campaign is targeted at junior generation and hence the brand added a little humor and gold braid into the campaign.Shubh Aarambh is a great idea for this great brand. It will be interest to see how Dairy Milk milks this idea to the fullest.