This document contains summaries of several Cadbury advertisements. It analyzes the message strategy, creative strategy, message source, and whether the ads are transformational or informational for each ad. The ads discussed include the first Cadbury Dairy Milk ad in India, "Pappu Pass Hogaya", "Naya Dosti Ka Shubh Aarambh", Cadbury Dairy Milk Silk about being stuck in traffic, and Cadbury Rich Dry Fruit Celebrations about making chocolates with love. The document examines the key elements used in each television commercial.

1. CADBURY PROMOTION PRESENTAT ION
NITIN
JAYASHREE
VEER
AJAY
DENZEL
KIRAN

2. First Ad by Cadbury in India

3. Cadbury Dairy Milk :
•kuch baat hai hum sabhi me, kuch khaas hai hum sabhi
me .….. music tone to follow as background music for
this ad.
• Message Strategy: Identifying customer
benefits that can be used as advertising appeals
•No particular situation or moment to enjoy with
Cadbury Dairy milk.
• Asli swaad zindagi ka !!!!!

4. •Creative Strategy: No age limit, it bring our childish
moment again.
•Message Source: India is a cricket crazy country thus
more people has connected with it.
•Objectivity: Connect with cricket fans and the cricketers.
•Reason: Ad shows the happiest moment of cricket
world, the ad had became more popular only because of
dance.

5. •Transformational (Emotional): This Advert
from Cadbury for the product Dairy Milk is
Transformational.
•Everyone loves the product.

6. PAPPU PASS HOGAYA

7. MESSAGE STRATEGY
The message Strategy used here is that the brand
continues to address the lower sections of small
towns .
 Passing an exam always calls for a celebration.
But when the old student finally clears his 12th
standard exams, it calls for a sweeter celebration ,
With Cadbury’s Dairy Milk .
 12th standard which is considered as a milestone
is used to strategize and convey the message .


8. CREATIVE STRATEGY

The concept of using pappu and his passing of an
exam to put forward a strong message was the
creative strategy or idea used behind creating an
impact or memory about brand

The stratgey of anticipation towards the start was
also used , This also helps in keeping people glue
to the end of the ad so that they know the main
reason of the message

9. MESSAGE SOURCE

The message source used here was the television .

The message source was given by a well renowned
actor Amitabh bachchan .

The reason of success of this ad was its simple
message given through Amitabh Bachchan and a pappu
( An old student )

10. PERSONAL OR NON PERSONAL
COMMUNICATION CHANNEL

The channel used here was a highly effective
personal communication .

The ad clearly shows that a there is a personal
connect between a lot of people who shared
happiness because of pappu passing the exam

11. INFORMATIONAL OR TRANSFORMATIONAL
The “pappu pass hogaya” is a tranformational ad
.
 The core essence of Cadbury’s Dairy Milk has
always been happiness and this has been
extensively used in the ad
 It transforms a person’s perception that every
happy moment is supposed to be celebrated with
a dairy milk


12. Naya Dosti ka Shubh aarambh

13. MESSAGE STRATEGY

Cadbury Dairy Milk, India's favorite chocolate
brand, celebrates the beginning of new friendships
with its latest ad , 'nayi dosti ka shubh aarambh'.

The Ad showcases the first magical moments of a
blossoming friendship between a young girl and boy
on the sidelines of a wedding, an occasion that in
itself connects to new relationships.

The traditional setting, combined with the
contemporary twist results in an easily relatable and
youthful ad .

14. CREATIVE STRATEGY & MESSAGE
SOURCE



The new commercial is out at a traditional wedding
ceremony, A teenage girl and boy exchange notes on
how every family has a "dancing uncle/aunty" and an
"allergic aunty/uncle".
They quickly realize that the two families have much
more in common than they thought. When the girl
excitedly asks, "Tumhaari family mein mere jaisa kaun
hai?" the boy smiles and replies"Main".
The message source over here was given by two new
young actors and this created a spark because it could be
easily related with the youngsters of our country .

15. TRANSFORMATIONAL OR INFORMATIONAL

The ad is a transformational ad , because it
transofrms happiness in the purest relationships
ever FRIENDSHIP .

It also conveys and brings two strangers together
in a significant way and gives a message towards
the end .

16. Cadbury Dairy Milk Silk : Traffic

17. Cadbury Dairy Milk Silk:
•Kiss me, miss me…..a jazz music tone to
follow as background music for this ad.
• Message Strategy: When stuck in traffic
enjoy a Cadbury Dairy milk Silk.
•Even when you have your own Silk, the
chocolate is so tempting that you want
even more.

18. •Creative Strategy: Explore the Life of today’s working
professional. Today most of the youth spends a lot of time
in their car.
•Message Source: Two individuals representing the
common working average indian .
•Objectivity: Connect with youth and working
professionals.
•Reason: Time spend in the car in traffic can be turned
into fun by sharing a Cadbury or enjoying a Dairy milk
silk. The change in the Silk bar of chocolate, which was
made more silkier.

19. •Transformational (Emotional): This
Advert from Cadbury for the product Dairy
Milk Silk is Transformational. One to
Many.
•The advertisement is to relate the daily life
of professionals or travelers. Dairy Milk
silk is launched with a more Silkier Texture
and better taste.
•Make new Friends with a Dairy Milk Silk.

21. Cadbury Rich Dry Fruit Celebrations:
•Pyaar se baana ke dekho, pyaar hi paaooge
tum…..music tone to follow as background
music for this ad.
• Message Strategy: A feel good factor when
you gift it to your family or friends.
•Motivate employees to spread the happiness
among the customers and themselves by making
the chocolate with love and affection.

22. •Creative Strategy: Show the Customers how the Rich
Dry Fruit Chocolates are made using only the best of
ingredients. A smile is all one needs to spread the love.
Age is no bar for gifting the Rich Dry Fruit Chocolate
range. Improved packaging.
•Message Source: Employees who make the chocolates.
Customers and Consumers who enjoy gifting and eating
these delicacies. The various locations from where the
ingredients are sourced.
•Objectivity: Connect with youth and working
professionals, corporate gifting.

23. •Reason: Direct Consumer and Customer connect.
Change in packaging of the corporate gifting box.
Exotic locations and processes involved with chocolate
making are shared.

24. •Transformational (Emotional): This Advert
from Cadbury for the product Dairy Milk
Silk is Transformational.
•The advertisement is to relate the processes
that Cadbury employs to make the premium
chocolates.
•Everyone loves the product.

25. Informational (Rational):
• The Advertise is also rational. The advertisement
gives many customers the knowledge of the
processes that the company uses to produce the
product.
•This is a Many to Many Communication
Approach.