Ad Campaigns
Cadbury Dairy Milk repackages, again
MUMBAI: Reinvention is the new mantra for brands to survive in the competitive world. And some brands don’t hesitate in going under the knife over and over again to keep the buzz alive in the market.
In November last year, Cadbury Dairy Milk introduced an all-new modern and playful packaging for its variants (Milk Chocolate, Fruit and Nut, Crackle and Roast Almond). The shift to the new design has already been implemented across the globe and the new packaging has already been introduced in several countries including the UK and Australia.
The new ‘say what you see’ packaging design has been developed by the global Cadbury Dairy Milk team in partnership with design agency Pearlfisher. The packing revamp is the 21st re-design for the brand’s 108 year history.
Speaking on the new packaging and recipe change, Cadbury India chocolate category & media director Siddhartha Mukherjee says, “At Cadbury we are always exploring avenues to create and maintain consumer excitement. The last packaging change on Cadbury Dairy Milk happened almost five years ago, making it the right time to introduce the new global and joyful packaging in India. Additionally, our consumer research shows that inclusions like nuts and crispies are preference drivers in this category, thus making sense for us to enhance our recipes in line with consumer needs.”
Brighter colours
As per the brand, the move to the new packaging will further cement this positive association and build on the joy factor. As a part of the new design, product shots will be replaced by ‘imaginative, joyful expressions of each flavor’. Each of these designs have been selected in order to communicate more about the product and stay true to the ‘say what you see’ approach.
The Cadbury Glass and a Half logo is retained and brighter colours have been introduced to improve on-shelf presence. The new look is more modern and joyful, while proudly keeping the identity of Cadbury Dairy Milk that has been a part of the brand’s heritage since 1905. This new packaging brings out the personality of the brand in a generous, optimistic and spontaneous design.
Moulding the sweetness
In addition to the packaging change, Cadbury Fruit and Nut, Crackle and Roast Almond will also be undergoing a recipe and mould change for the first time since they were introduced almost 10 years ago.
To give consumers more of what they love, inclusions like nuts and crispies are going to be increased in the new recipe. Now there will be 50 per cent more almonds in the new Roast Almond. Similarly, more crispiness and nuts in Crackle and Fruit & Nut respectively will give consumers more of what they love with each bite with more almonds and increased inclusions.
Additionally, the change in the mould means that the new variants will have curved or rounded edges, instead of the current square cubes, to improve the way the chocolate melts in the mouth, in an attempt to enhance the overall chocolate experience.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
