Cadbury Dairy Milk: Getting India to love chocolate - Cadbury Dairy Milk's growth story of 2004-2011

Between 2000 and 2004, Cadbury Dairy Milk’s growth rate had dropped by 78% versus the previous four year period.

Cadbury Dairy Milk: Getting India to love chocolate - Cadbury Dairy Milk's growth story of 2004-2011

Nirav Parekh and Ganapathy Balagopalan

Campaign details

Brand owner: Cadbury IndiaAgencies: Ogilvy & Mather, MumbaiBrand: Cadbury Dairy MilkCountry: IndiaChannels used: Events and experiential, Games and competitions, Internet - display, Internet - general, Magazines - consumer, Mobile and apps, Newspapers, Outdoor, out-of-home, Point-of-purchase, in-store media, Print - general, unspecified, Product and other sampling, Social media, TelevisionMedia budget: Over 20 million

Executive summary

This case shows how Cadbury reinvented the very essence of a product...

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