The question here lies about how Cadbury was able to carve this niche for itself. The variants from the brand are used for different reasons. If, on one hand, the Silk version of it owns its own romantic space, the Cadbury celebration is a must-have during the festive seasons and the original classic Dairy Milk is all about saying Thank You to each other.

The picture for the brand has been very well built after an ad was released from Cadbury about a month ago. The edited version of the same was released a few days ago in a minute-long ad where Ganesh, a driver, is seen to return from his son’s classroom to the car where his employer was waiting for him. Ganesh after letting out the good news of his son’s marks to his boss takes out Dairy Milk chocolate and hands it over to his boss as a gesture to say him Thank You. When asked the reason behind doing so, he replied to his boss that as he (Boss) sometimes drives all by himself and reaches the school to pick up him (Ganesh) up, this gives him time to go to his son’s school.

The YouTube description for the ad says, “The littlest things we do go the furthest. And sometimes, the sweetest way to #SayThankYou is not in words.”

April month saw another release from Mondelez India when the brand launched a limited edition Cadbury Dairy Milk ‘Thank You’ bar which was dedicated to the heroes who kept contributing to the society even when the pandemic all across was running wild. The brand said that they would share the profits from the sale of the limited edition bar with Nirmana, (an NGO that works with the unorganized sector) who would in return contribute the proceeds to the daily wage earners’ and health insurance policies. This is how the classic Dairy Milk has owned its ‘sweet thank you’ space

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