Campaign details
Brand: YesAgency: Wavemaker
Strategy
Objective
The strategic objective of the campaign was to encourage and empower consumers across the country to create individually their own special chocolate and subsequently share their creation with the world. Consumers were engaged in a simple yet fun way to create more brand love for Cadbury Dairy Milk chocolates.
The core idea was to get consumers to engage deeper and fall madly in love with Cadbury ... and therefore the campaign was called Madbury!
Target Audience
Indians across all age groups with a sweet tooth and love for chocolates.