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
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...