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The new double packaging even for the smallest offering, the 13 gm Rs. 5 Cadbury Dairy Milk, has the bar wrapped in aluminum foil and enclosed in a polyflow pack, which is sealed on all sides.

The larger Cadbury Dairy Milk packs came in poly-coated aluminum foil, which are heat-sealed and then wrapped in the branded outer package.
Both these initiatives are country-specific and Cadbury invested nearly Rs. 25 crore (Rs. 250 million) this year on new machinery for the improved packaging.

To offset the negative impact of the controversy and to re-establish the dominance of Dairy Milk in its category, Cadbury also signed up Bollywood icon Amitabh Bachchan as brand ambassador. With the help of its advertising agency O&M, it created a campaign, which aimed for both rational and emotional appeal.

One of the ads showed Bachchan visiting a Cadbury plant, inspecting the systems and processes, and finally consuming a bar of chocolate to be convinced that there's nothing wrong with the brand.

The other ad featured Bachchan and his granddaughter to emphasize that the product was absolutely safe for children.

While the new product introduction and advertising had their role to play in the changing consumer perceptions, the media's positive coverage and the trade's positive pre-disposition played a huge part in helping Cadbury regain its reputation in the market.

4) 'Chicken is Healthy Campaign' - Bird Flu

The poultry industry pressed the panic button during outbreak of Bird Flu in some Asian countries. Consumption of chicken here dropped by 30-40 per cent and the industry lost more than Rs. 1,000 crore.

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* Contributed by -
Neha Jain & Parijat Sen,
PGDBM, Batch 2005-07,
IMT Ghaziabad.