Cadbury Dairy Milk (CDM) ads from the 1990s onward sought to redefine chocolate as "meant for the child in every adult" rather than just for kids. This campaign was awarded "The Campaign of the Century" for increasing social acceptance of chocolate among adults. Subsequent CDM campaigns like "Pappu Pass Ho Gaya" and "Kuch meetha hai khana aaj pehli taareekh hai" targeted youth audiences and families, while also conveying positive messages around special occasions, traditions, and values. However, a worm incident later hurt CDM's reputation.