Cadbury goes Kuch Achha Ho Jaaye to mark 70 years in India

By launching its global Generosity Campaign in India, Cadbury now explores the theme of Achhai (goodness), building on its strong proposition of Kuchh Meetha Ho Jaaye

e4m by exchange4media Staff
Published: Jul 20, 2018 8:52 AM  | 2 min read

Cadbury recently announced the launch of a new campaign ‘Kuch Achha Ho Jaaye’ building on the iconic ‘Kuch Meetha Ho Jaaye’ campaign that won hearts over the years with several TVCs to its credit. This time, the brand wanted to put the spotlight on various spontaneous little acts of generosity. The campaign aims at celebrating the generous instinct in everyone and showcasing as to how such small but significant moments go on to strengthen human relationships. Through the Generosity campaign, the brand in India now explores the theme of Achhai (goodness), building on its strong proposition of Kuchh Meetha Ho Jaaye.

Commenting on the launch of the campaign, Anil Viswanathan, Director - Marketing (Chocolates), Mondelez India, said, “For many years now, Cadbury Dairy Milk has represented a plethora of emotions, from shared values such as family togetherness, to shared good feelings and collective joy. On the brand’s 70th year in India, the new ‘Kuch Achha Ho Jaaye, Kuch Meetha Ho Jaaye’ campaign,will aim to recapture the Cadbury Dairy Milk spirit, strengthen connections with consumers and shine a light on people that go the extra mile for others – the people that embody the Cadbury Dairy Milk spirit with little acts of kindness that bring people closer together. The Generosity campaign has won many accolades in markets like the UK and Australia, and we now hope to revive the spirit of generosity with ‘Kuchh Achha Ho Jaaye, Kuch Meetha Ho Jaaye’ in India.”

He added that the focus in-store and in modern trade will be linked to a set of initiatives that Cadbury is bringing to the market. "Activations will be seen through the month of July. We have introduced new flavours like mango. We launched a new Rs100 pack. Through that we will bring forth the core thought of generosity," added Viswanathan.

This new campaign fronted by a new heartwarming TVC that will be further amplified through digital and social activations, PR and innovative outdoor activations. The activations will nudge more people to bring out their goodness and create moments of connections enabled by Cadbury Dairy Milk.

"Starting July we are going to be present through the season through multiple legs like Friendship Day and Rakhee," said Viswanathan.

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