Cadbury’s Dairy Milk has come up with the Shubh Aarambh Campaign for its product. The ad depicts that there are a lot of good things in life, and that happiness can be found in the simple things in one’s day-to-day life. The connect with Cadbury’s Dairy Milk (CDM) is that CDM is associated with happiness, or rather, celebrating happiness. Effectively the ad says that there are a lot of moments that bring a smile on one’s face, and such moments should be celebrated with a CDM.
It is a partial extension of its earlier campaigns on kuch meetha ho jaaye, pappu paas ho gaya etc, which associate CDM with happiness.
Checkout the ads below:
I believe that the ads are excellent, and serve the desired purpose very well. Again, the connect is with the goodness of life, and the ads (along with a few others in the series, including a few on new year) depict the same wonderfully.
The ads are able to carry on the excellence of CDM ads over a period of many years that they unfailingly bring a smile to one’s face.
On a related note: Cadbury has also been doing some non-media promotions associated with this campaign. For instance, they sponsored the new year’s eve show on Colors this year and the name of the show was Shubh Aarambh 2011, bolstering the connection.