Ad Campaigns
Cadbury Dairy Milk’s new campaign shows how to turn mundane moments sweeter
Mumbai: With people spending a lot more time indoors, Chocolate brand Cadbury Dairy Milk has rolled out an all- new campaign ‘Fridge Mein Meetha, Toh Ghar Meetha’ that highlights everyday slice-of-life occasions where consumers open their refrigerators for smaller moments of indulgence.
The campaign created by Ogilvy India features a series of six relatable nuggets that nudge Indian consumers to stock up their favourite chocolate to make their everyday moments sweeter.
The ad films capture moments and familiar situations that India has only gotten more privy to in the last two years with the pandemic creating newer snacking occasions. From indulging in the middle of work, midnight cravings to getting over the heat of spicy food or bribing our loved ones with a bar of Cadbury, these shorties seek to strike a chord with every consumer.
Chilli – https://www.youtube.com/watch?v=QvirZgM7uNI
Dabba – https://www.youtube.com/watch?v=GylgA1aR6Vo
Secret – https://www.youtube.com/watch?v=P9OEKiLDM80
Sorry – https://www.youtube.com/watch?v=wE7H0Cre16I
Speakerphone – https://www.youtube.com/watch?v=uAiapBnFsKs
Torch – https://www.youtube.com/watch?v=YARSrZT6Bdo
“It is a campaign that picks up from how our lives have evolved. Today, we have found the time to discover the moments of joy at home that we didn’t earlier. The in-home consumption focused campaign lands this point beautifully, if there is a Cadbury in the fridge it has the sweetness to make every moment of our lives even sweeter,” said Ogilvy India chief creative officer Sukesh Nayak.
Commenting on the launch of the campaign, Mondelez India vice-president – marketing Anil Viswanathan stated, “Our latest campaign ‘Fridge Mein Meetha, Toh Ghar Meetha’ spotlights occasions where a bar of Cadbury Dairy Milk can turn otherwise mundane moments to sweeter ones and how these happen every day and in every home. As a snacking leader, we want consumers to stock up Cadbury Dairy Milk in their refrigerators and create category growth opportunities beyond instant consumption. We believe that brands that engage with consumers while they nest at home will have a deeper connection and help build lasting relationships.”
The media agency behind the campaign, Wavemaker India chief client office and head – West Shekhar Banerjee commented, “We are very excited about this initiative as it unlocks a huge growth opportunity for the category. One of the toughest tasks for marketing is to create new habits and we’ll be putting to test our behavior change framework based on four pillars of Containment, Continuity, Conversion & Content. This is just the start of our journey.”
Determined to influence a forever spot for itself in every Indian household, this ‘Fridge Mein Meetha, Toh Ghar Meetha’ ad is set to build a deeper cultural connection through a multi-year high decibel disruptive marketing campaign. Forging a relationship across all generations, the brand has planned various touch points- advertisements, pack interventions, interactive online and offline retail strategies, digital etc.
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.
