Cadbury Dairy Milk is a brand of milk chocolate manufactured by Cadbury. It was introduced in the United Kingdom in 1905 and now consists of a number of products.
Every product in the Dairy Milk line is made with exclusively milk chocolate. In 2014, Dairy Milk was ranked the best-selling chocolate bar in the UK. It is manufactured and distributed by the Hershey Company in the United States under licence from Cadbury.
Cadbury has enjoyed a substantial fan base in India. The Dairy Milk primarily is a huge success. Initially, the company had appointed Amitabh Bachchan as the brand ambassador in 2004.
However the brand soon faced a significant backlash with worms being spotted in a few of the chocolate bars. With its new campaigns however the company recovered again with increased sales.
Another famous campaign hosted by the company in the past was the ‘Shubh Aarambh’ Campaign. This campaign made use of the traditional practice of Indian households of having something sweet before every auspicious occasion.
It is a traditional belief that this leads to a favourable outcome for the people. This campaign was successful and positioned Cadbury Dairy Milk chocolates as part of a family name. Cadbury today holds 70% of the market share of the chocolate industry in the country.