Home Food News Cadbury Dairy Milk’s ‘Kuchh Meetha Ho Jaaye’ campaign shifts focus to ‘Acchai’

Cadbury Dairy Milk’s ‘Kuchh Meetha Ho Jaaye’ campaign shifts focus to ‘Acchai’


Cadbury’s ‘Kuch Meetha Ho Jaaye’ campaign is somewhat iconic in the advertising and marketing space and even with its vast consumer base. Time and again, however, the brand has released new creatives – each with a different message – under the ‘Kuch Meetha Ho Jaye’ umbrella. The brand’s latest tagline – Kuchh Achha Ho Jaaye, Kuchh Meetha Ho Jaaye – is aimed at building a strong brand equity and emotional connect for the brand. The tagline also mark’s Cadbury’s 70th anniversary of its presence in India and is a renovation of its original ‘Kuch Meetha Ho Jaaye’ campaign.
The new campaign is led by a TVC and will be further amplified through digital and social activations along with PR and innovative OOH. Commenting on the launch of the campaign, Anil Viswanathan, director – marketing (Chocolates), Mondelez India, says, “For many years now, Cadbury Dairy Milk has represented a host of emotions, from shared values such as family togetherness, good feelings and collective joy. On the brand’s 70th year in India, the new ‘Kuch Accha Ho Jaaye, Kuch Meetha Ho Jaaye’ campaign, will aim to recapture the Cadbury Dairy Milk spirit, strengthen connections with consumers and shine on people who go the extra mile for others.”
Conceptualised and created by Ogilvy India, the TVC features two brothers as its central characters. The younger brother is shown kneeling down in front of an empty Cadbury Dairy Milk wrapper, praying for his chocolate to reappear. The elder sibling is studying while keeping an eye on his brother’s antics. The elder brother, out of the goodness in his heart, sacrifices his chocolate and replaces the empty wrapper with his own.