<P> A new' record label' was launched as part of the Glass and a Half Full Productions campaign . The first song released was Zingolo featuring Tinny, to promote Fairtrade Dairy Milk . A full music video was made incorporating the 60 - second ads, as well as a Facebook page . </P> <P> The 2012 campaign focuses on an' organisation made to bring joy to people' . Chocolate fountains were put in shopping centres such as Westfield London and the first ad focused on the relaunch of Dairy Milk Bubbly . During the campaign in 2012, Cadbury Dairy Milk was launched in new flavours such as Toffee Popcorn, Golden Biscuit Crunch, an exclusive to Sainsburys, Nutty Caramel and also Cadbury Dairy Milk with Oreo . Along with the new flavours, Cadbury also launched two new Bubbly bars including a mini version and a Mint Bubbly . Cadbury has also launched Crispello and most recently launched "Marvellous Creations" in the UK . In addition, Cadbury also brought the Joyville concept into Asia, where Singapore Bloggers were invited to join in and spread the love . </P> <P> In 2014, Joyville was replaced with the "Free The Joy" campaign . The song in a television advert is "Yes Sir, I Can Boogie" by Baccara . A new design was launched for Dairy Milk (and its variants) inviting consumers to scan an on - pack QR code and visit a website featuring "Free The Joy" moments . </P> <P> Cadbury has enjoyed a substantial fan base in India . The Dairy Milk primarily is a huge success . Initially, the company had appointed Amitabh Bhachan 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 . </P>

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