Dairy Milk - Chocolate

 

Dairy Milk, a chocolate with a rich history, has become the most loved chocolate in India, with the highest market share among the chocolate brands. Dairy Milk understands the importance of sweets in the Indian context. Hence its campaign “Kuchh meetha ho jaye” resonates perfectly with the Indian audience.

Now History of Dairy Milk in Indian Context

Cadbury was first launched in India in 1948 and was not famous, as the concept of chocolate was famous in the land of sweets. Its popularity rose in 1994 when the ‘Asli Swad Zindagi Ka’ (meaning The real taste/essence of Life) ad where the girl started dancing on the cricket field while enjoying the bar. This changed the view that Chocolates though not a part of the Indian culture, was to be enjoyed by all age groups.

Dairy Milk came to be known for its unique and loveable advertisement with catchy jingles throughout the years, which evolved. The chocolate was associated with the word ‘Meetha’ (sweet)- a strategy adopted to counter traditional sweets in India. 

However, the worm controversy was significantly impacted back in the 2000s, which caused a 30 % dip in sales. But it soon regained confidence due to its unique and creative strategies. 

In the 2000s, Amitabh Bachchan (a Bollywood Actor) became Cadbury’s first celebrity ambassador to promote Dairy Milk under the jingle ‘Kuchh Meetha Ho Jaaye’ (Let’s have something sweet) series that positioned the chocolate brand as a substitute for traditional sweets during festive occasions.