Cadbury which is a British multinational confectionery company owned by Mondelez International since 2010, is the second-largest confectionery brand in the world after Mars. The firm has endorsed Bollywood beauty queen, Aishwarya Rai Bachchan has been roped in to be the face for New Cadbury Dark Milk Chocolate.

The tardiest modification under the Cadbury brand is Dark Milk and is being marketed as the 'GROWN-UP' chocolate. According to the tagline, Aishwarya is the perfect face for the advertisement. As it hooks her fans to her vintage best. Her mannerism and suggestiveness shall surely skyrocket the sales of this chocolate. Her rolling the lips make it icing on the cake with dollops of suggestiveness. Even if you are dieting or are diabetic, you can at least enjoy Aishwarya Rai Bachchan if not the chocolate. Her look and desirable avatar can remind you of her character in the film 'Ae Dil Hai Mushkil'.

With the grown-up taste, Cadbury Dark Milk tries to engage an advanced, and the matured audience who enjoy various experiences in their `me time` kind moments. It is to scale-up the sale of chocolate and to expand the consumers, it's a great marketing strategy.

Cadbury Dark Milk will help to develop the chocolate category through premiumization by being more consistent and engaging to mature, intelligent buyers and that too by featuring Aishwarya Rai in the commercial.

The advertisement itself is certainly Darker, Richer, and Creamier!