How Cadbury’s Celebrity Endorsements Shaped Its Success in India

Cadbury has successfully shaped its success in India through strategic celebrity endorsements. From Amitabh Bachchan to Shah Rukh Khan, these partnerships have reinforced brand identity, built trust, and connected emotionally with consumers, solidifying Cadbury's position as a market leader.

When it comes to chocolates, Cadbury is a name that resonates with almost every Indian household. Over the years, this iconic brand has become much more than just a sweet treat—it’s a part of celebrations, emotions, and everyday moments of joy. But behind this deep connection lies a carefully crafted marketing strategy, with celebrity endorsements playing a key role.

In a country like India, where celebrities hold a special place in people’s hearts, brands have often relied on their influence to create trust and build relationships with their audiences. Cadbury, too, has successfully leveraged the power of big names to not only promote its products but also reinforce its brand identity. From Bollywood superstars like Amitabh Bachchan and Shah Rukh Khan to emerging talents and sports icons, Cadbury’s partnerships have been as diverse as its offerings.

These collaborations haven’t just been about selling chocolates—they’ve told stories, shared emotions, and, at times, even addressed societal issues. Through its celebrity-led campaigns, Cadbury has managed to stay relevant, relatable, and loved by generations of Indians.

In this article, we’ll explore how Cadbury’s celebrity endorsements have helped shape its success story in India, one delicious bite at a time.

Key Celebrity Collaborations Of Cadbury

1. Amitabh Bachchan - Project Vishwas

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In 2003, Cadbury India faced a significant challenge when reports of worm infestations in their Dairy Milk chocolates emerged, leading to a decline in consumer trust and sales. To address this crisis, the company implemented "Project Vishwas," introducing improved packaging to enhance product safety. Recognising the need to communicate these changes and rebuild its reputation effectively, Cadbury appointed Bollywood icon Amitabh Bachchan as brand ambassador in January 2004. Bachchan's widespread appeal and credibility were instrumental in restoring consumer confidence.

Through a series of advertisements, he emphasised the brand's commitment to quality and safety, reassuring the public and revitalizing Cadbury's image in the Indian market. This strategic partnership not only helped Cadbury recover from the controversy but also reinforced its position as a trusted brand among Indian consumers.

2. Shah Rukh Khan - NotJustACadburyAd

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In 2021, Cadbury India launched the '#NotJustACadburyAd' campaign featuring Bollywood superstar Shah Rukh Khan. This innovative initiative aimed to support local businesses during the Diwali festive season, especially those impacted by the COVID-19 pandemic. By leveraging artificial intelligence and machine learning technologies, Cadbury created personalized advertisements where Shah Rukh Khan appeared to endorse individual local stores across various categories, including grocery, clothing, footwear, eyewear, and electronics. 

The campaign utilized AI to recreate Shah Rukh Khan's face and voice, allowing the generation of numerous customized ads promoting specific local retailers. This approach provided small businesses with a unique opportunity to have a renowned celebrity seemingly advocate for their stores, a feat typically beyond their reach. Additionally, Cadbury launched a microsite, NotJustACadburyAd.com, enabling business owners and consumers to create and share personalized versions of the advertisement, further amplifying the campaign's reach and impact. 

This campaign not only showcased Cadbury's commitment to community support but also demonstrated the potential of AI-driven personalization in advertising. By turning India's biggest brand ambassador into a promoter for small, local stores, Cadbury reinforced its brand values of generosity and solidarity during challenging times.

3. Kartik Aaryan - Dairy Milk Silk

In August 2019, Cadbury Dairy Milk Silk appointed Bollywood actor Kartik Aaryan as its brand ambassador. Known for his roles in romantic comedies, Aaryan's association aimed to strengthen the brand's connection with the youth and enhance its romantic appeal. 

Aaryan's popularity among young audiences and his on-screen persona made him a natural fit for Cadbury Dairy Milk Silk, a premium chocolate brand targeting consumers seeking indulgence and romance. His involvement was expected to elevate the brand's image and appeal to a broader demographic. This collaboration marked a strategic move by Cadbury to align with contemporary trends and consumer preferences, leveraging Aaryan's influence to reinforce the brand's position in the competitive chocolate market.

4. Kareena Kapoor Khan and Saif Ali Khan - Studio, Creations by Cadbury

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In October 2024, Cadbury introduced 'Studio, Creations by Cadbury,' a premium chocolate range designed to elevate the gifting experience. To embody the brand's commitment to sophistication and exclusivity, Bollywood power couple Kareena Kapoor Khan and Saif Ali Khan were appointed as brand ambassadors.

The 'Studio' collection features a curated selection of beautifully crafted pralines in three exotic flavours: Gianduja, Brownie Aux Noix, and Chocolat A L’Orange. Each piece is meticulously crafted and luxuriously encased in a jewel-toned box, transforming the act of gifting into a refined gesture. Kareena and Saif's association with 'Studio' underscores the brand's dedication to offering a premium chocolate experience. Their involvement highlights the fusion of artistry and indulgence, positioning 'Studio' as the perfect choice for those seeking to make a lasting impression through thoughtful gifting.

5. Rajkummar Rao and Aditi Rao Hydari  Cadbury Glow

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In 2014, Cadbury India launched the 'Glow' range, aiming to position chocolate as a thoughtful gift in the Indian market. To promote this initiative, the brand enlisted Bollywood actors Rajkummar Rao and Aditi Rao Hydari, leveraging their popularity to connect with a wider audience. The campaign featured personalized video messages, allowing consumers to create customized gifts by incorporating photographs and names from their Facebook profiles. Recipients could view these personalized videos upon receiving a box of Cadbury Glow chocolates, either via a QR code or by entering their phone number on the Cadbury Glow website.

This innovative approach not only highlighted the premium quality of Cadbury Glow chocolates but also emphasized the brand's commitment to personalization and consumer engagement. By integrating personalized videos, Cadbury effectively positioned its chocolates as a meaningful and customized gifting option in the Indian market.

6. Suryakumar Yadav - ThankYouFirstCoach

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Cricketer Suryakumar Yadav has been associated with Cadbury Dairy Milk, contributing to the brand's appeal among sports enthusiasts. In March 2024, he was featured in Cadbury Dairy Milk's #ThankYouFirstCoach campaign, which paid homage to the unsung heroes behind the success of India's cricket stars. The campaign highlighted the mentors who recognized and nurtured the talents of celebrated cricketers like Suryakumar Yadav. This collaboration not only showcased Suryakumar Yadav's connection with the brand but also emphasized the importance of mentorship and gratitude in the world of sports. By associating with a prominent cricketer, Cadbury Dairy Milk effectively engaged with cricket fans and reinforced its presence in the sports community.

7. Sharvari Wagh and Shivesh Bhatia

 

 

 

 

 

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Cadbury Dairy Milk has strategically partnered with a diverse array of celebrities to broaden its appeal across various audience segments. Notably, actress Sharvari Wagh and digital influencer Shivesh Bhatia have endorsed the brand, enhancing its reach and resonance with different consumer demographics. Sharvari Wagh, recognized for her roles in Bollywood films, brings a youthful and dynamic energy to Cadbury Dairy Milk's campaigns. Her association with the brand effectively connects with younger audiences, reinforcing the brand's image as a contemporary and relatable choice.

Shivesh Bhatia, a renowned Indian baker and food blogger, has collaborated with Cadbury on several campaigns. In December 2022, he shared a post featuring a Christmas special Oreo Yule Log made with Cadbury Oreo chocolates. In May 2023, Bhatia introduced Bollywood actress Sharvari Wagh to the new Cadbury Silk Desserts in a fun-filled Instagram reel. Additionally, he created a decadent Cadbury Silk Ganache dessert, highlighting the brand's premium offerings. These collaborations showcase Bhatia's role in promoting Cadbury's products through engaging and creative content.

Increased Brand Visibility and Market Share

Through collaborations with prominent figures like Amitabh Bachchan, Shah Rukh Khan, and Kareena Kapoor Khan, Cadbury has effectively expanded its reach across diverse consumer segments. These partnerships have not only elevated brand recognition but also solidified Cadbury Dairy Milk's position as a market leader, commanding over 70% of the chocolate market share in India. 

Emotional Connections with Consumers

Cadbury's marketing campaigns are renowned for their emotional storytelling, which resonates deeply with audiences. By featuring celebrities who embody values of joy, love, and togetherness, the brand has successfully positioned its products as symbols of celebration and shared moments. This approach has cultivated a strong emotional bond between Cadbury and its consumers, reinforcing brand loyalty and preference. 

In summary, Cadbury India's strategic celebrity endorsements have not only bolstered its market presence but also nurtured meaningful emotional connections with consumers, contributing to its enduring success in the Indian market.