Cadbury Dairy Milk wants to celebrate happiness together

Cadbury Dairy Milk has rolled out a campaign titled 'Kissi aur ki Khushi mein shaamil hokar dekhiye' (join in someone else's happiness) that urges people to embrace others' happiness and achievements with a big heart. 

Conceptualised by Ogilvy, the film aims at melting the power distance across varied relationships and taking the ’Kuch Accha Ho Jaye, Kuch Meetha Ho Jaye' (some good, some sweet) proposition of the brand forward.  

It opens with a politician along with his bodyguards rushing to a stage amid the crowd cheering for him. One of the bodyguards is seen checking the time nervously at his duty as he is awaiting his daughter's medical exam results. Observing this anticipation in one of the bodyguards, the politician asks for his daughter’s roll number. While the bodyguard is left perplexed, he proceeds to check the results on the phone. Realising that the associate's daughter has cleared the entrance exam, the politician offers a Cadbury Dairy Milk which he specifically carried to celebrate the news with his bodyguard and asks him to take the day off and celebrate with his family. 

Anil Viswanathan, vice president - marketing, Mondelez India, said, “Since 2018, generosity remains an innate part of Cadbury Dairy Milk’s storytelling that continues to connect consumers across all the geographies. Shining a spotlight on the inner ‘acchai’ (niceness) and keeping purpose at the heart of our messaging, we have rolled out multiple campaigns that celebrate small acts of kindness. Taking a step forward in the same direction, our latest effort reiterates the meaning of ‘Kuch Acha Ho Jaye, Kuch Meetha Ho Jaye’ by urging individuals to share others’ happiness with a big heart and make their ‘meetha’ (sweet) moments even more special. Built on the simple insight that entitlement can create distance in relationships, we believe that the campaign’s powerful, yet relatable narration will inspire people to look beyond their realities and create shared moments of happiness.” 

Sukesh Nayak, chief creative officer, Ogilvy India, said, “When we forget our entitlements and treat all as equal and celebrate their happiness as if it is ours, the joy is doubled. This is the thought behind our latest campaign on Cadbury Dairy Milk. This thought beautifully builds on the brand’s ongoing generosity platform. The campaign will have many touch points that will inspire us to join in and celebrate not just ours but in others' happiness too.”