Cadbury Celebrations: Not just a Cadbury ad

Confectionery brand Cadbury Celebrations grew engagement and sales among millennial families in India during Diwali, with an interactive YouTube video and microsite that encouraged them to shop at small local stores.

Campaign details

Brand: Cadbury CelebrationsBrand owner: Mondelez Foods India Pvt. Ltd.Agencies: Ogilvy India, Wavemaker IndiaMarket: IndiaSector: ConfectioneryMedia channels: Online video, Social media, Websites & micrositesBudget: 500k - 1 million

Executive summary

For marketers in Covid's 2020, seasonal celebrations were not only a collapsing sales nightmare, but also a minefield in terms of pitching their brands right. They needed to mark the occasion without being invisible or sounding tone deaf.

So, in the run-up to India's sales-critical Diwali season in November, most brands went for unseasonably muted...

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