Though chocolates do not find space for themselves in the Indian sweets category, Cadbury with its innovative positioning through focused commercials has been able to draw attention from the Indian customers. The advertisements are oriented towards Indian culture and ethnicity to grab the attention. This has enabled the company to make a silent entry into the Indian sweets category. The article analyzes the innovative advertisements of Cadbury chocolates. The world over, chocolate is one product that gets almost uniform recognition. This is the product which is normally targeted at the younger age groups across the world. Though, of course, there is no such specific age group that can restrict the target for chocolates.

It is also universally true that chocolates are generally used for celebration; they signify sharing of joy and happiness. It is a perfect gift for all, irrespective of the age they belong to. But this scenario does not hold true to the fullest in the Indian context. India is different with respect to culture, ethnicity, consumer outlook, festivities, etc. Hence, internationally-marketed products are advertised differently here. Cadbury India Ltd., which has a global presence, stresses extensively on the media and advertising. The advertisements are innovative and customer-focused.

Ethnicity and culture are largely country-specific and region-specific. It is difficult to set the framework to decide the cultural and ethnic appeals for a particular customer segment. But there are certain ethnic aspects which connect cultures despite their variations in caste, religion and race. It is interesting to note that these aspects design the advertising and positioning strategies for a product such as chocolate.

Cadburys Advertisements, Cadbury India Ltd., Indian sweets category, Marketing management, Brand communication, Chocolate manufacturer companies, Indian sweet markets, Cadbury's Dairy Milk, CDM, Amitabh Bachchan, Advertising strategies, Perk.