Cadbury Celebrations / Cadbury Dairy Milk: #TechForGood

Cadbury Celebrations and Cadbury Dairy Milk, chocolate brands, sought to promote gender equality, provoke action against cyberbullying and reintroduce NotJustACadburyAd featuring Shahrukh Khan, to encourage festive purchases from local stores in India.

The communication goal

Cadbury Chocolate has been the first taste of chocolates for billions of Indians, a market with a sweet-tooth populace. As the leader in the growing confectionery category, we have imbibed and evoked the values of generosity. Over the years, the brand has evolved its communication from being a marker of moments to a maker of happiness and has embraced technology to move from just storytelling to story-doing.

#NotJustACadburyAd-2.0: 2021 saw the Indian economy fighting hard to revive. Big brands with big budgets were combating business downturns. Small traders, who contributed to 80%+ Cadbury Celebration sales, didn't have...

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