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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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"Typically, we always talk about chocolates being eaten when everyone is happy. And this is something advertising has always mirrored. But we found that chocolates are eaten under diverse conditions and moods - when people are anxious, when they are sad, when happy - a whole range of emotions. Now if you take a distillation of this thought, chocolate is a true soulmate. Someone who is with you through the ups and downs of life, helping you bounce back. And that's what Cadbury's Dairy Milk (CDM) is - a special friend. This is the thought that we have captured through different human-relationship plots. We are just showing the way CDM features in the consumer's life."
- Piyush Pandey, Group President & National Creative Director, O&M (CIL's advertising agency), commenting on CDM commercials, in March 2002.
No More 'Excuses' For Eating Chocolates
(Why does one need an excuse to eat CDM)? The advertisement aimed at conveying the idea that no specific occasion is required for consuming CDM. This was a significant departure from CIL's strategy of appealing to adults in India, who sought a rational justification for indulging in chocolate consumption.
1] A video-jockey with leading music channel MTV and a popular youth-icon due to his wit, Cyrus Broacha had been CDM's brand ambassador since 1998.
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