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 the chocolate bars. With its new campaigns however the company did get back on its feet. Cadbury is known for its marketing campaigns in India that have known to instill a sense of playfulness and innocence with its campaigns. One campaign that promoted the product by using the country's love for cricket was very successful. The ad is noted to be the best advertisement made in India by the Times of India. 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 also a huge hit 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.
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