MUMBAI: Cadbury Dairy Milk is coming back with its ‘Shubh Aarambh’ campaign is conceptualised by Ogilvy Mumbai.

The ‘Kuch Meetha Ho Jaaye’ advertising campaigns have helped Cadbury Dairy Milk transform into ‘meetha‘ (sweet), an equity that has widened the reach of the brand.

Ogilvy India NCD Abhijit Avashti said, “The Shubh Aarambh campaign was a blockbuster by any measure. Not only did it strengthen the meetha equity for CDM, it also transformed behaviour with folks eating CDM on such occasions. We thought it would be prudent to continue with the idea rather than find yet another cut on meetha. The two new situations are extremely endearing. Depending on the life-stage a viewer is in, I think they will give leave him/her with a sense of déj? vu."

One of the films of Cadbury Dairy Milk, titled ‘Child’s Play’, is about the happiest moment for a family, ‘Shubh aarambh’. What moment can be more special than a more appropriate ‘Shubh aarambh’ moment’ when the soon-to-be-mother shares the happy news for the first time? For this film, we recognise this precise moment as the beginning of life itself of course, with a sweet Cadbury Dairy Milk twist. It is fittingly called ‘Child‘s play - The magical moment‘, when a woman and man will become mother and father.

“Like with all previous campaigns for Dairy Milk, we believe people will readily relate to this campaign too, since it evokes a knowing feeling of happiness and joy, and brings a smile to your face. Most important of all, we believe it places CDM at the heart of meetha, by making it ‘shubh’,” Avasthi added.