Campaign details
Brand: Cadbury CelebrationsAgency: Wavemaker IndiaRegion: APAC
Strategy
Objective
India is one of the world's fastest growing confectionery markets with a huge sweet consuming population. Traditional sweets (mithai) are known to hold a huge share of the sweet-market in India. For almost two decades, Cadbury has tried to gain share of this market, by building preference for chocolates.
Cadbury-Celebrations brand is a festive chocolate box from Cadbury in India. But selling Celebrations isn't the same as selling other chocolates. As gifting is a limited window opportunity and thrives on the seasonal demand, Celebrations exists...