Cadbury Dairy Milk: Mishti – a sweet symphony

Cadbury Dairy Milk, a chocolate brand, partnered with a famous music composer and 15 famous singers to create eight duet songs in India to position itself as a sweet alternative.

The communication goal

Cadbury Dairy Milk [CDM], a brand which gave India its first taste of chocolate, clocked tremendous growth in recent years, with its key markets primarily driving sales. However, growth in West Bengal, one of the important markets for the brand, was gradual and lower than national average. This was due the fact that West Bengal has a high affinity towards local and regional sweets but under indexed on chocolate penetration and consumption. In a land where, local food and sweets are of prime importance, it was proving to be a difficult task for Cadbury Dairy Milk to...

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