With its successful communication of “Shumbh Aaramabh”, Cadbury Dairy Milk (CDM) had grown to become the symbol for auspicious beginnings of relationships & occasions in India. But despite the chocolate being a highly personal and sensory joy, shopping for it wasn’t. Therefore, our task was to reinvent how people bought and interacted with the Cadbury Dairy Milk pack. We identified friendship as a fertile territory and used Friendship Day for driving forth the “Shumbh Aarambh” message to achieve our brand objective."Dosti Ka Shubh Aarambh" Augmented Reality app allowed users to send and receive virtual friendship bands by scanning the CDM pack. Scanning the pack unfolded a box containing 9 unique virtual friendship bands, each associated with a special message that could be shared on Facebook.
We received 25,000 App Downloads in just 5 days. The app downloads peaked at friendship day with more than 10,000 downloads in a single day. The app reached the #8 spot on the Google Play Store in the Social category on Friendship Day and was featured on popular publications including Economic Times.