Brand Update: Cadbury Dairy Milk For Shubh Aarambh Essay

Cadburys dairy farm draw has latterly launched a new take to the woods Shubh Aarambh ( meat Auspicious Beginning ). The campaign is the smooth version of the earlier Payday campaign which evoked mixed response from the Ad analysts and consumers.The Shubh Aarambh campaign reinforces the occasion based positioning of dairy farm milk. The grime has been trying to position itself as a symbol of enjoyment and celebrations. Indians slang the tradition of overlap sweets on bright occasions and also when one initiates a meditation/activity. Whether the activity is small comparable writing an exam or massive like starting a company, sharing of sweets is an integral part of the event. The belief is that straightforward things happen when one starts a venture on a positive cross off ( like sharing sweets).Dairy Milk very cleverly captured this tradition and collective into its brand story. The new campaign takes the brand to the center of this tradition linking Dairy Milk to S weet and Auspicious Beginning.While the forward PayDay campaign was a narrow definition of the occasion based positioning , Shubh Aarambh has accustomed the brand a broad play ground. In my opinion, the brand has hit upon a really great Big Idea. The judgment is very much Indian and offers grand opportunity for creatives to weave great stories for the brand. hitch the launch ad here Shubh AarambhThe opinion also gels with the brands tagline Kuchch Meetha Ho Jaye . The launch campaign is targeted at younger generation and hence the brand added a little humor and twist into the campaign.Shubh Aarambh is a great idea for this great brand. It provide be interesting to see how Dairy Milk milks this idea to the fullest.