Cadbury Dairy Milk: How culture codes helped create a new chocolate occasion in India

The Warc Prize for Asian Strategy is Asia’s first competition set up to reward brilliant strategic thinking in marketing. Marketers and agencies across Asia (excluding Pacific) were asked to submit case studies that demonstrated how insight and strategy had solved a business problem. The cases had to show what the problem was, the strategy that was developed, how that strategy was brought to life and the results it delivered. The Prize was judged by a panel of senior clients and agency-side strategy experts, using the following weighting: quality of insight (15%); quality of strategic thinking (40%); implementation (15%); performance against objectives (20%); lessons learned (10%).

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Campaign Details

Advertiser: Cadbury India Ltd.
Agency: Ogilvy & Mather
Brand: Cadbury Dairy Milk
Campaign duration: July 2010 - December 2010
Country: India
Media budget (USD): 5 - 10 million
Channels used: Internet display, Mobile, Newspapers (national), Out of home (all forms), Radio (national), Television (broadcast)