The communication goal
Over the last 5 years, 'Cadbury Dairy Milk (CDM), a brand which gave India its first taste of chocolate, has built a platform of Generosity- fortifying our belief that there is an innate goodness in everyone and is finding a way to be expressed.
While going after mass audiences to recruit for the category was working well for CDM, for continued success, reinforcing brand love amongst youth was important - the core audiences for the chocolate category in India. Youth are targeted by all other chocolate brands with all aspects of marketing i.e. comms, media, brand ambassadors,...