The communication goal
Cadbury Celebrations brand is a festive chocolate box from Cadbury in India. But unlike chocolates, selling a gift box of chocolates isn't the same.
Celebrations exists to gain share from this festive gifting with Diwali contributing to 45% of sales.
But in a pandemic-struck year, how could Cadbury make Celebrations matter during Diwali and prevent its seasonal gifting business from tanking?
Chocolate being 'non-essential' had hit rock bottom during the pandemic. Cadbury was fighting a herculean recovery task from a -50%decline. Consumer sentiment was at its lowest weeks before Diwali due to fall in household income and...