If there was one challenge that Cadbury faced, then it was in converting the quintessential Mithai loving Indian into a chocolate fan. With Celebrations, we not only succeeded in positioning chocolates as the modern variant over the traditional Mithai, but also managed to connect to the average Indian for whom festivals hold a special significance.
Advertising (Raksha Bandhan):
If Raksha Bandhan is special to an average Indian, so is Diwali (festival of light).The Cadbury Celebrations journey began in 1997 with Cadbury attempting to introduce the Celebrations range as a typical gift for a festive occasion. In 2000, Cadbury positioned Celebrations as the new `Rakhi Par Ek Meetha Sa Uphar’ and slowly, people started waking up to the idea of gifting their near and dear ones delicious chocolates in place of traditional sweets.
In 2002, Cadbury further strengthened and nurtured the closeness of the brother – sister relationship. With Gulzar’s heartwarming lyrics `Rishtey Pakne Do’, `Aankhon Se Chakne Do’, the age-old custom of tying a Rakhi was followed by gifting a box of Celebrations. Between 2003 and 2006, Celebrations became the perfect addition to the traditional Shagun. With the tagline `Kyunki Sirf Shagun Hi Kaafi Nahin’ yet one more time, Cadbury made Raksha Bandhan even more special
In 2008, Celebrations went beyond a simple Rakhi gift, and commemorated the true core of the relationship – the love that siblings share. In 2010, the Rich Dry Fruit and Assorted Favorites range of Celebrations were unleashed, which were aptly supported by the `Shararat’ commercial. Now, Celebrations became the new fun – starter for the older siblings; a delicious treat that they could enjoy on the occasion of Raksha Bandhan.
Advertising (Diwali):
Recognizing the market potential, Cadbury decided to add the Diwali twist to Celebrations. With the 1999 campaign that surprised families with `Diwali Ki Meethi Shubhkaamnaaye’ and the `Har Pal Bane Ek Utsav’ campaign in 2000, people were now reveling in the Diwali festivities with a box of Cadbury Celebrations. In 2002, with the tagline `Rishtey Pakne Do’ the Rich Dry Fruit Collection was introduced in the market that got families together in festive times.Delving beyond families, the 2004 Celebrations commercials starring Amitabh Bachchan cemented the spirit of friendship with the tagline `Aisi Mithaas Jo Dosti Banaye Khaas’. In 2006, another Amitabh Bachchan starrer with the tagline `Ek Aisi Mithaas, Jo Dosti Ko Banaye Aur Bhi Khaas’ celebrated the warmth of re-unions and friendships that went beyond time. In 2009, Celebrations took the brand thought deeper into the meaning of Diwali; it was now a symbol of new friendship, spreading happiness, and taking a moment to thank all those who remain unappreciated for most part of the year. Tapping into the festive mood of togetherness, Celebrations started asking people `Iss Diwali Aap Kisse Khush Karenge?’
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