Campaign details
Brand: Cadbury 5 StarLead Agency: Wavemaker IndiaRegion: APAC
Strategy
Objective
With the pandemic lockdown, the economic situation in India was grim. Chocolates, which is considered a discretionary spend in India, saw a massive drop in sales in between Mar-May'20.
With the economy stabilizing towards H2'20, chocolates category saw a resurgence. All big chocolate brands tried to make the most of this spike in consumer spending. There was a push to deliver business lost earlier in the year and take the 2020-21 sales as close as possible to initial target. This resulted in massive...