Cadbury Dairy Milk has rolled out a campaign titled ‘Fridge Mein Meetha, Toh Ghar Meetha’ (if there’s sweet in the fridge, then the house is sweet) which shows how stocking sweets at home can go a long way in making everyday moments sweeter. Conceptualised by Ogilvy, it highlights relatable occasions where consumers open their refrigerators often looking to indulge in something sweet.
The series of six films show how people can connect a pack of Dairy Milk to several situations, including midnight cravings, asking for forgiveness, showing gratitude, bribing one’s family member in exchange for a bar of Dairy Milk and getting rid of the aftertaste of spicy food.
Anil Viswanathan, vice-president - marketing, Mondelez India, said, “An integral part of India’s celebratory and indulgent moments since the last seven decades, Cadbury Dairy Milk continues to be synonymous with the word chocolate in the country. Our latest campaign ‘Fridge Mein Meetha, Toh Ghar Meetha’ spotlights occasions where a bar of Cadbury Dairy Milk can turn otherwise mundane moments to sweeter ones and how these happen every day and in every home. As a snacking leader, we want consumers to stock up Cadbury Dairy Milk in their refrigerators and create category growth opportunities beyond instant consumption. We believe that brands that engage with consumers while they nest at home will have a deeper connection and help build lasting relationships.”
Sukesh Nayak, chief creative officer, Ogilvy India, said, “Our campaign is one that picks up from how our lives have evolved. Today, we have found the time to discover the moments of joy at home that we didn’t earlier. The in-home consumption focused campaign lands this point beautifully, if there is a Cadbury in the fridge it has the sweetness to make every moment of our lives even sweeter.”