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Integrated Marketing Communication

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Integrated Marketing Communication
IMC PROJECT
Group 2
Cadbury Dairy Milk
Cadbury Dairy Milk

Submitted by:
Swarna Renu (11EX-051)
Udit Vikram Singh (11EX-052)
Umacharan (11EX-053)
Utkal Garg (11EX-054)
Varenya Maheshwari (11EX-055)
Submitted by:
Swarna Renu (11EX-051)
Udit Vikram Singh (11EX-052)
Umacharan (11EX-053)
Utkal Garg (11EX-054)
Varenya Maheshwari (11EX-055)

Section-1: Brand campaign descriptors
Brand Name- Cadbury Dairy Milk
Campaign Name- “Shubh Aarambh”
Cadbury Dairy Milk: An India Story
Cadbury Dairy Milk has enjoyed a long and celebrated history of consumption in India. With about 30% share of the Indian branded chocolate market currently, it is by far the most popular brand in the country. Dairy Milk has also been a sustained advertiser, churning out new campaigns year after year and spending generously on the choicest of media spots.
Dairy Milk TV campaigns were always about celebrating life. It was about 5-6 years back that the chocolate maker started to follow a noticeable trend in its targeting. What started off as a message that encouraged people to celebrate the small joys of life ('Dil Ko Jab Khushi Chhoo Jaye, Kuch Meetha Ho Jaye') and moved on to the celebrating overt occasions ('Pappu Pass Ho Gaya') has, for the past four years, been about occasion-led celebration. However, the core target group, consumers in the age group of 15-35 years, has been retained from the previous campaign ('Aaj Pehli Tareekh Hain') that was launched about a year ago.
Cadbury Dairy Milk (CDM) and Ogilvy & Mather have launched its new ad campaign under the broad umbrella of 'Kuch Meetha Ho Jaye'-“Shubh Aarambh” (meaning Auspicious Beginning), which is driven by an effort to refresh the take on 'Kuch Meetha Ho Jaye'. Specifically, there is a shift from the notion of celebrating happy occasions with chocolate to the concept of anticipating the occurrence of something good after consuming the chocolate. The campaign is based on
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