Cadbury India has carried out an innovative campaign to greet the readers of Mid-Day with a special package that resembled a big Cadbury Dairy Milk chocolate. It was conceptualised by Ogilvy & Mather and Madison Media, the campaign has been executed in Delhi and Mumbai in 03-01-2011 as its the first working day of the year.
Going beyond regular advertising solutions with plain advertisements or jackets, the newspaper came wrapped in a package that looked like a mega Cadbury Dairy Milk bar, wishing readers a happy new beginning through its campaign, 'Shubh Arambh'.
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Cadbury Dairy Milk, which started off with a message that encouraged people to celebrate the small joys of life (Dil ko jab khushi chhoo jaye, Kuchh 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.
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