MUMBAI: Continuing with its New Year campaign – Shubharambh of 2011, Kuchh Meetha Ho Jaye- Cadbury Dairy Milk (CDM), the flagship chocolate brand of Cadbury India, today wrapped up Mumbai and New Delhi editions of popular tabloid newspaper Mid-Day.

The tabloid reached its readers in a special package that resembled a big Cadbury Dairy Milk chocolate. The innovative promotion was going beyond regular advertising solutions with plain advertisements or jackets.

The idea was conceptualized jointly by Cadbury India and its media agency Madison Media.

Cadbury India selected 3 January, rather than 1 January, as today was the first working day of the week. Mid-Day has a combined circulation (Mumbai and Delhi) of over 300,000 and is popular among office-goers.