Cadbury Madbury

Cadbury, a chocolate brand, launched its gamified campaign Madbury in India, in which users were invited to design their own chocolate.

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.

Creative...

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