Title: Shubh Aarambh (An auspicious beginning)
Client: Mondelez India

In India, every new beginning starts with something sweet. Cadbury tapped into this timeless tradition with Shubh Aarambh -
a campaign that transformed Dairy Milk from just a chocolate into a symbol of auspicious beginnings.

By embedding itself into everyday rituals - from first crushes to life’s big milestones - Cadbury didn’t just join the tradition,
it replaced traditional sweets at the start of something new.

A cultural cue for connection, optimism, and of course, a little sweetness.
Because every sweet start deserves something just as special.

It was a strategy shift that changed the fortunes of the brand in India.