Cadbury 5 Star: Valentine's Day alibi

Cadbury 5 Star, a confectionary brand, launched a film across social channels in India, capturing emotions singles go through in February to stay relevant to Gen Z.

The online business / marketing objective

As soon as the month of February begins, the one question that floats around is - What are your plans for Valentine's? And, every other brand out there wants to capitalize on this day by making you believe it has got your back. However, Cadbury 5Star with its 'Do Nothing' proposition wanted to stay relevant to Gen Z and be recognized as a brand that's treading a different path by inspiring consumers to Escape the cliches of Valentine's Day.

The target audience

We wanted to connect with the Gen Z audience. However, when it...

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