Cadbury's new thought: 'Shubh Aarambh'

Cadbury Dairy Milk (CDM), the flagship brand of Cadbury India, has recently launched a new campaign, 'Shubh Aarambh'. Created by Ogilvy & Mather, the campaign is based on the concept of the Indian tradition of having something sweet before every auspicious occasion, with the belief that it leads to a favorable outcome.

The new commercial opens with a young girl standing at a bus stop relishing a bar of Dairy Milk, as a young boy comes up to her and requests her for a cube of the chocolate. Astonished, the girl asks if she knows him, to which he shakes his head in negation. The girl nonchalantly then asks him for a reason for her to share her Dairy Milk. The boy explains to the girl that his mother told him that before starting anything auspicious, it is a must to have something sweet, so as to be successful in the task. The girl ponders over this and reluctantly gives him a cube of her chocolate. She then asks him what auspicious work he was planning to do. To this, the boy sweetly tells her that he was thinking of dropping her back home. The girl looks at him, amazed; the boy smiles at her, and she starts to blush. The voiceover then states, “Shubh Aarambh. Kuch Meetha Ho Jaye.”

Talking about the creative concept, Abhijit Avasthi, national creative director, Ogilvy & Mather India, said, “Shubh Aarambh is yet another cut on our long-running, and immensely successful 'Kuch meetha ho jaaye' thought for CDM. Though it is rooted in a cultural truth of auspicious beginnings starting with something sweet, we've tried to give it a youthful, contemporary flavour.”

The campaign will be supported by a 360-degree engagement through media like radio, print, digital and outdoor. 

WATCH THE TVC


National Creative Director: Abhijit Avasthi
Creative Director: Manoj Shetty
Senior Copywriter: Mihir Dhairyawan
Senior Creative Director: Vijay Sawant
Creative Controller: Sameer Thakor
Planning team: Madhukar Sabnavis, Kawal Shoor, Ganapathy Balagopalan
Client Servicing: Sonali Sehgal, Kaustubh Mahajan, Sudipto Das and Nidhi Dangayach
Production House: Foot Candles Film Pvt. Ltd
Director: Vinil Mathew