Brand Update: Cadbury Dairy Milk For Shubh Aarambh Essay

Cadburys dairy Milk has recently launched a new test Shubh Aarambh ( meaning Auspicious Beginning ). The campaign is the refined version of the preferably Payday campaign which evoked mixed response from the Ad analysts and consumers.The Shubh Aarambh campaign reinforces the role based lieu of Dairy Milk. The send has been trying to position itself as a symbol of enjoyment and celebrations. Indians have the tradition of sharing sweets on auspicious occasions and also when one initiates a venture/ operation. Whether the activity is small corresponding writing an exam or huge like starting a company, sharing of sweets is an integral part of the event. The belief is that unafraid things happen when one starts a venture on a positivist note ( like sharing sweets).Dairy Milk very(prenominal) smartly captured this tradition and incorporated into its brand story. The new campaign takes the brand to the common snapping turtle of this tradition linking Dairy Milk to Sweet and Ausp icious Beginning.While the previous PayDay campaign was a narrow interpretation of the occasion based positioning , Shubh Aarambh has given the brand a broad playing ground. In my opinion, the brand has hit upon a really great(p) Big Idea. The concept is very much Indian and offers huge opportunity for creatives to weave great stories for the brand. insure the launch ad here Shubh AarambhThe concept also gels with the brands tagline Kuchch Meetha Ho Jaye . The launch campaign is targeted at younger generation and consequently the brand added a little humor and twist into the campaign.Shubh Aarambh is a great idea for this great brand. It will be interesting to see how Dairy Milk milks this idea to the fullest.