Cadbury Dairy Milk: Another market expansion drive

The new commercial is Cadbury’s attempt to slip in to the dessert plate. The creative is quite boring and lifeless, but it still is a brave marketing move to try and change a very deeply entrenched Indian habit

If there's one brand we can all learn from, in terms of how to expand the market, it's Cadbury Dairy Milk. They are forever looking to find new occasions for chocolate consumption, even if that means trespassing age-old, well-entrenched consumer habits.

I recall only till about two decades ago, Cadbury Dairy Milk was targeted purely at children. The commercials at the time used to always feature parents gifting the chocolate to their kids. Since then, the Cadbury guys have consistently (and successfully) broken the age barrier, and the brand is now pitched at even the geriatrics. And in terms of consumption occasions, they have been giving the traditional mithai a serious run for its money (remember 'Pappu pass ho gayaa'?).



The latest attempt is to make Cadbury Dairy Milk a substitute for dessert. To satisfy the craving for a post-dinner sweet, the space which, in typical Indian households, is usually occupied by ice creams, custards, gulab jamuns, jalebis, kheer, etc. This is a brave marketing move, but a commendable one nonetheless. Agreed, this will be a long haul effort as it may take a long time for consumers to change their habits, but it's worth a try for sure. Kuchh meetha post dinner is a huge market.

However, and quite surprisingly I might add, the commercial is very laid back and un-engaging. Considering that one would expect the ad to be really hot, given the challenging marketing assignment on hand. The commercial features a family at a dinner table. A little girl fusses over her food. When the grand dad wants to know what sweet dish is lined up for the evening, someone mentions Cadbury. The little girl tries to quickly eat her choc bar, so that it becomes jhootha, and therefore others won't have it. But they do. From a new plate that arrives with Cadbury Dairy Milk pieces displayed like sweetmeats. The family shares a laugh as the voice-over says: 'Khaane ke baad meethe mein kuchh meetha ho jaaye.'

Yes, the commercial is quite boring and lifeless. Still, it's a 'sweet' marketing strategy, and the creative renditions can change and improve with time. A good case study material for marketing schools to keep a sharp eye on, if Cadbury Dairy Milk can actually achieve some degree of success in smashing a very deeply entrenched Indian habit.

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COMMENTS

Anup

7 years ago

The girl so cute... Her acting so natural and heart touching... She is so damn cute.. Awesome add.. Hope to see her in future diary milk ads too..

buzzz

7 years ago

Its sad to see the commercial products trying to replace the traditional Indian desserts. Agree that even India desserts are bought from market these days, but atleast. its something associated with our way of living since long.
Now come the chocolates, which have only harmful effects on our health, trying to devoid us from any leftover indian food we have these days. Evening breakfast are already replaced by all kinds of junk foods, now the evil corporates have found a new target.

Coming back to the ad, its as lame as possible. You get a feeling of the ad being 'trying to be too sweet' from the word go. Watch it 2-3 times and you feel its fake-ness creeping in. Also, what amazes me in the ad, is the fact that older people are shown to be more interested in having the chocs rather than younger couples on the table.
Eat it all customers, diabetics, BP, obesity, they are all coming for you

Dr Pragyan

7 years ago

Such an amazing ad, wonder how you missed it

Krishna Kumar

7 years ago

Sorry, I cannot disagree with you more. The acting of that little girl is simply superb. This is one ad that managed to captivate my mind after a long time.

2G scam: Swamy’s complaint transferred to special court

The Janata Party leader, who had sought a probe into scam, had also raised concern about the possible threat to national security arising out of allocation of spectrum to Swan Telecom and Unitech Wireless, which had sold off their major shares to two foreign firms Etisalat DB and Telenor, respectively

New Delhi: A Delhi court today transferred the private complaint of Janata Party chief Subramanian Swamy in the second generation (2G) spectrum allocation case to the special court constituted by the Supreme Court to deal with all cases related to the scam, reports PTI.

District judge Pratibha Rani asked Mr Swamy to appear before Special CBI judge OP Saini, who is dealing with all the cases related to the 2G spectrum allocation.

Swamy appeared before the court and requested the district judge to transfer his case to the special court.

The Janata Party leader, who had sought a probe into scam, had also raised concern about the possible threat to national security arising out of allocation of spectrum to companies which had sold off their major shares to foreign firms.

Mr Swamy had also sought the court's direction to appoint him as a public prosecutor to help the agency probe the case.

The Central Bureau of Investigation (CBI) had earlier said it was investigating the angle of possible threat to internal security as per the concerns raised by Mr Swamy.

The agency had told the court that it had been probing the 2G scam within the confines of the first information report registered by it.

Mr Swamy, in his petition filed before the court, had said Swan Telecom and Unitech Wireless, which were allotted licences, had sold their major shares to two foreign firms Etisalat DB and Telenor, which is "a major threat" to national security.

"The first two licencees, Swan Telecom and Unitech Wireless, soon after the allocation of spectrum to them sold their controlling shares respectively to Etisalat DB and Telenor. The national security risks from these companies are highlighted by the Union home ministry as their connections go right into Pakistan," he had said.

Mr Swamy had earlier sought the court's direction to the CBI to ask the Union home ministry, Research and Analysis Wing and other intelligence agencies to find out the bearings of the 2G scam on national security.

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Singapore Exchange to trade Nifty Options in Q2

The Nifty Options is currently in the process of securing regulatory approval from the Monetary Authority of Singapore, the city state's central bank. It is likely to be launched in May or June, according to Sanjay Rawal, CEO of New Delhi-based Open Futures

Singapore: The Singapore Exchange (SGX) will start trading a second Nifty contract in May or June, offering regional hedge funds and investors another option to benefit from high-return investments in India, Sanjay Rawal, CEO of New Delhi-based Open Futures, told PTI in Singapore last night.

"It is a good product and it will offer investment opportunities in the Indian market to regional hedge funds and global investment institutions," Mr Rawal said after addressing a late evening seminar on SGX S&P CNX Nifty Index Options at the SGX.

The Nifty Options is currently in the process of securing regulatory approval from the Monetary Authority of Singapore, the city state's central bank.

Mr Rawal said a May or June listing date was expected once the regulators have given approval.

He expected strong demand for Nifty Options, citing the highly-rated performance of Nifty Futures, which began trading on the SGX in 2005.

Elaborating on Nifty Options prospects, SGX director for Product Sales Dominic Che said he expected to build Nifty Options trade volume to 60,000 lots per day, given that Nifty Futures have drawn strong interest from international investors.

Going forward, Mr Che projected a Nifty Options volume of 80,000 lots, matching regional heavyweights like Hong Kong's Hang Seng Index, rated as the region's largest contract with a daily volume of 80,000 lots.

Nifty Futures has performed well and is rated as the third largest among similar contracts on the Singapore bourse, with a daily volume of 48,000 lots.

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