A meetha journey (2012)
Best Use of Insight sponsored by Future Foundation
Campaign: A meetha journey
Brand: Cadbury Dairy Milk
Client: Cadbury India
Entrant: Ogilvy & Mather India
Principal Authors: Ganapathy Balagopalan - Ogilvy & Mather India, Nirav Parekh - Ogilvy & Mather India
Contributing Authors: Kawal Shoor - Ogilvy & Mather India, Madhukar Sabnavis - Ogilvy & Mather India
Credited Companies: Cadbury India - Client, TNS India - Brand and advertising tracking, The Third Eye - Research Agency, Madison Media - Media Agency
Despite a strong sweet (meetha) market in India, chocolate was seen as a foreign treat that lacked the same popularity. Research revealed that while meetha were enjoyed as part of collective celebrations, such as at festivals and parties, chocolate was seen as a pleasure that was generally enjoyed alone. The solution was to therefore repurpose Cadbury Dairy Milk as meetha, and to communicate this message via television, radio, outdoor, digital and point of sale advertising. The campaign resulted in an increase in revenue and profits, and grew the business from 3% to 23% in seven years.
This campaign demonstrated an exceptional piece of insight. By redefining chocolate as ‘meetha’, Cadbury created a new cultural norm in India, a new audience and a new market for their products.