Cadbury Dairy Milk’s Long-Standing Bollywood Partnerships with Amitabh Bachchan and SRK

Discover how Cadbury Dairy Milk leveraged the star power of Amitabh Bachchan and Shah Rukh Khan to build one of India’s most memorable and enduring brand identities. See how their influential campaigns boosted trust, nostalgia, and emotional connection across generations.

Cadbury Dairy Milk has always been more than a chocolate in India, it’s a symbol of joy, celebration, and togetherness. To strengthen this emotional space, Cadbury leaned on two of the most influential and trusted faces in Indian cinema: Amitabh Bachchan and Shah Rukh Khan.

Their association didn’t simply bring star power; it helped Cadbury build a multi-generational emotional identity. Where Amitabh brought authority, comfort, and trust during crucial brand-rebuilding years, SRK introduced modernity, aspiration, and a more personalised, festival-driven storytelling style.

Cadbury strategically used both these icons to evolve its narrative from rebuilding confidence after the 2003 contamination crisis to elevating everyday occasions into emotionally rich celebrations that are now synonymous with “Kuch Meetha Ho Jaaye.”

Why Amitabh Bachchan & Shah Rukh Khan Were the Perfect Choices for Cadbury Dairy Milk

1. Amitabh Bachchan: The Pillar of Trust During the Brand’s Toughest Period

In 2003–04, when Cadbury faced nationwide backlash due to contamination concerns, the brand needed more than advertising; it needed reassurance. Amitabh Bachchan’s credibility, gravitas, and deep-rooted respect across age groups made him the ideal figure to restore faith.

His presence in the “Seene Mein Pyaar Lekar” and subsequent “Kuch Meetha Ho Jaaye” campaigns helped calm public skepticism. No actor in India could have communicated sincerity, reliability, and emotional honesty the way Amitabh did. His association essentially rewrote Cadbury’s reputation in those years.

2. Shah Rukh Khan: A Natural Fit for Joy, Celebration & Modern Family Values

As Cadbury transitioned into more contemporary, youth-driven narratives, festivals, family bonding, and small wins, SRK was the perfect face.

SRK’s persona embodies warmth, charm, and the idea of celebrating life's small moments, exactly what Dairy Milk stands for. His role in the festive “Kuch Meetha Ho Jaaye” to Diwali-special campaigns aligned perfectly with Cadbury’s effort to position chocolate as India’s new mithai for celebratory moments.

3. Two Actors Representing Two Generations One Brand Story

Amitabh speaks of trust, stability, and tradition. SRK speaks to modern families, youth emotions, and everyday celebration. Together, they allowed Cadbury to connect seamlessly with parents, children, older consumers, and festive buyers without changing its core message of joy.

Iconic Cadbury Dairy Milk Campaigns with Amitabh Bachchan & Shah Rukh Khan

1. Amitabh Bachchan: The Trust Rebuild Campaign (2004–2006)

Perhaps Cadbury’s most important campaign ever, Amitabh was the anchor of the brand’s confidence-restoring phase.

In these ads:

• Amitabh personally visits concerned shopkeepers and families.
  
  
• He addresses the issue with humility and warmth.
  
  
• He ties the idea of sharing Dairy Milk with family moments of reassurance.

This wasn’t a typical celebrity endorsement; it was crisis communication delivered through a personality who symbolised integrity. The campaign is still referenced as one of India's most effective celebrity-led brand recoveries. Once the trust was rebuilt, Cadbury pivoted towards celebration, using Amitabh to elevate Dairy Milk from a snack to a ceremonial sweet.

His line delivery, often conversational and fatherly, made chocolate feel like a natural, emotionally rich replacement for mithai during festivals and family gatherings.
This phase cemented Cadbury Dairy Milk’s emotional positioning for the next 20 years.

2. Shah Rukh Khan: Diwali & Everyday Celebrations (2012–2016)

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SRK came into Cadbury’s world during a period when the brand was aggressively strengthening its association with India’s festivals.

Key elements of these campaigns:

• SRK is urging families to reconnect during Diwali.
  
  
• Showcasing chocolate as a symbol of modern celebration.
  
  
• His signature warmth used to elevate small gestures, gifting neighbors, appreciating loved ones, and reconnecting over sweets.

SRK’s screen presence made Dairy Milk feel premium yet deeply personal, perfect for India’s evolving festival culture.

3. Cadbury’s Unique Strategy: Using Both Legends to Sustain Emotional Continuity

While Amitabh helped rebuild trust, SRK helped build aspiration. Cadbury subtly shifted ambassadors without alienating any audience group, a rare, strategic long-term move in Indian advertising.

How Celebrity Collaborations Help Snack Brands

1. They Shape How Consumers Emotionally “See” the Product

Cadbury didn’t use celebrities to simply advertise chocolate. They used Amitabh to communicate credibility. They used SRK to communicate joy and modern celebration. Snack categories rely heavily on emotion; these actors authentically amplified those emotions.

2. They Build Trust for Everyday Consumables

Snacks are low-involvement purchases, often bought subconsciously. A strong celebrity face builds instant recall and strengthens habitual buying.

3. They Make a Mass Brand Feel Personal

Amitabh made Cadbury feel like family. SRK made Cadbury feel like a celebration. That duality is why Cadbury remains the default chocolate choice for millions.

Just Like Cadbury, Get a Famous Celebrity to Promote Your Snack Brand!

Cadbury’s long-running partnerships with Amitabh Bachchan and Shah Rukh Khan prove how the right celebrity can turn a simple FMCG product into an emotional cultural symbol. Their presence helped Cadbury move beyond taste and into storytelling built on trust, celebration, and everyday joy, something most snack brands struggle to achieve without the right face.

If you want to create a similar impact for your own snack or FMCG brand, choosing a personality who naturally aligns with your brand’s values is key. With platforms like Tring, you can connect with top Bollywood icons, regional superstars, or fast-rising digital creators who bring authenticity and visibility to your campaign. Whether you’re launching a festive edition, refreshing your brand identity, or planning a high-emotion storytelling film, the right celebrity partner can dramatically strengthen recall, credibility, and consumer love just like Cadbury did.