Cadbury Dairy Milk’s 1990s “Kuch Khaas Hai” campaign became one of India’s most iconic ads. At the time, advertising felt predictable and formula-driven. Most commercials also reinforced strict gender roles. Cadbury broke this pattern with a story that felt fresh, free, and deeply human. The ad featured a young woman sitting by the boundary line of a cricket match, enjoying a Dairy Milk bar. When the batsman hits a winning shot, she breaks into a spontaneous dance. Then, subsequently runs onto the field to celebrate with unfiltered joy. This moment—unusual, playful, and socially bold for its time—captured the imagination of an entire generation.
From a marketing education perspective, the campaign stands out as a masterclass in brand repositioning. Prior to this, chocolate in India was largely seen as something for children. Cadbury redefined the category by linking Dairy Milk with themes of celebration, emotion, and shared happiness. The brand subtly shifted consumption from a functional treat to an emotional experience, effectively broadening the product’s relevance to adults. This showcases how a strategic shift in positioning can expand a market without altering the product itself.
The jingle “Kuch Khaas Hai Zindagi Mein” further reinforces lessons in audio branding, demonstrating how repeated musical cues build long-term memory structures that sustain brand recall for decades.
Most importantly, the ad illustrates the power of Cultural Storytelling. It tapped into a moment when India was opening up economically and socially. The carefree dance symbolised a new India—aspirational, expressive, and willing to break norms. Great campaigns often succeed because they mirror societal shifts, and Cadbury did exactly that.
For marketing students, the campaign highlights how emotion, insight, and strategic repositioning can transform a simple product into a timeless cultural symbol.
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