Cadbury Dairy Milk: Happily Married - Chocolate and Mishti (traditional sweet)

Team Pinnacle

Campaign details

Brand owner: Mondelez International
Agency: Pinnacle (A Madison Media unit)
Brand: Cadbury Dairy Milk
Country: India
Channels used: Events and experiential, Games and competitions, Internet - display, Internet - general, Magazines - consumer, Newspapers, Other and ambient media, Outdoor, out-of-home, Point-of-purchase, in-store media, Print - general, unspecified, Product placement, Public relations, Radio, Sales promotion, Social media, Television, Word of mouth and viral
Media budget: 1 - 3 million

Executive summary

India is a sweet-loving nation with an industry the size of $10 billion. The chocolate market, in contrast, is only a minor 10% of it. One of the larger traditional sweet consuming markets is West Bengal. Cadbury Dairy Milk (CDM) chocolate wanted to gain market share in traditional-sweets-loving West Bengal.