Cadbury Dairy Milk: ShubhAarambh League

This case study describes a real-time marketing campaign in India by Cadbury, the confectionery brand owned by Mondelez, which capitalised on the social media activity around cricket.

Cadbury Dairy Milk: ShubhAarambh League

Swapna Raghavan and Kumar Subramaniam

Campaign details

Brand owner: Cadbury India – Mondelez InternationalAgency: Digital Agency – PinstormBrand: Cadbury Dairy MilkCountry: India

Executive summary

Cricket being a religion in India is now a cliché. And T20, the brash new avatar of the game, being its reigning god is also well known. In this context, the Indian Premier League (IPL) has taken this reigning god and made it into a huge entertainment event which draws in mammoth crowds and television viewership from across the country, thus ensuring that IPL...

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