'Shubh Arambh' of 2011 for Mid-Day

By afaqs! news bureau , afaqs!, New Delhi | In Media Publishing | January 04, 2011
In an innovative campaign, readers of Mid-Day got the paper in a special big Cadbury Dairy Milk chocolate pack.

With print campaigns catching the imagination of advertisers, Cadbury has carried out an innovative campaign to greet the readers of Mid-Day with a special package that resembled a big Cadbury Dairy Milk chocolate. Conceptualised by Ogilvy & Mather and Madison Media, the campaign has been executed in Delhi and Mumbai.

According to traditional belief, having something sweet before every auspicious occasion leads to a favourable outcome. Thus, going beyond regular advertising solutions with plain advertisements or jackets, the newspaper came wrapped in a package that looked like a mega Cadbury Dairy Milk bar, wishing readers a happy new beginning through its campaign, 'Shubh Arambh'.

A media observer says, "Interestingly, it has been observed that the ROI (return on investment) for the FMCG category has been declining on television, while print is turning out to be a favourable route to talk to the target audience. Hence, FMCG companies are introducing unique campaigns to gain eyeballs."

For Cadbury Dairy Milk, what started off as a message that encouraged people to celebrate the small joys of life (Dil ko jab khushi chhoo jaye, Kuchh meetha ho jaye) and moved on to the celebrating overt occasions (Pappu pass ho gaya) has, for the past four years, been about occasion-led celebration.

The latest campaign, Shubh Arambh, is driven by an effort to refresh the take on 'Kuch meetha ho jaye'. Specifically, there is a shift from the notion of celebrating happy occasions with chocolate to the concept of anticipating the occurrence of something good after consuming the chocolate.

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