Cadbury Dairy Milk has launched its new ad campaign under the broad umbrella of ‘Kuch Meetha Ho Jaye’. The umbrella, initiated six years ago, has rolled out several sub-campaigns over the years – each with a separate message.
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. The latest campaign, Shubh Aarambh, is a tad different.
Check the first of atleast three ads below: