Cadbury Dairy Milk's growth rate fell in 2009 for the first time in five years. Could the company double the growth rate by increasing the demand for chocolate?
Marketing efforts in recent years had positioned Cadbury Dairy Milk (CDM) as a traditional mithai/meetha (Indian sweets) accompaniment during celebrations - the key occasion for sweet consumption. Yet there are occasions for meetha consumption beyond celebrations in which chocolate is rarely consumed. The challenge was reaching a broad audience with a communication that would appeal to all. In India, when starting something new, the custom is to celebrate it with some kind of mithai or sweets. From this the idea of associating CDM with starting anything new was born - 'Make a Shubh aarambh with Cadbury Dairy Milk.' (Shubh aarambh means 'auspicious beginning').
The campaign reversed the decline in growth: in fact it tripled volume growth and nearly doubled value growth. The volume growth contributed by the campaign is one third the annual volume of the next closest brand in the category. Other Cadbury brands significantly increased both their and value sales, demonstrating that growth did not come from our CDM but by taking share from mithai/meetha.
How can advertising help fight domestic violence without the assistance of those who suffer from it?
The initiative aimed to create public participation and social pressure to deter domestic violence by encouraging discussion and showing how easy it is to make a difference. It also intended to embolden victims to come forward. Domestic violence is by far the most frequently committed crime against women yet most often it goes unreported. Those who can help, like neighbours, are likely to know when such abuse occurs, but usually refrain from doing anything about it. The solution was a simple yet powerful one: social censure. Specifically the campaign picked up on a story told by an old man who rang the bell of his neighbour and found that it brought the abuse to a halt. The campaign was called Bell Bajao ('ring the bell'), highlighting those who had rung the doorbell and by doing so, let the perpetrators know that they know. More importantly, the women being assaulted received instant relief.
This campaign showed how simple actions can create social pressure and help deter domestic violence. It reached 124 million people and was also used in or inspired several successful TV soaps, delivering millions of rupees of free media.