Cadbury Dairy Milk: Making India generous, one thank you at a time

Cadbury's Dairy Milk (CDM), a chocolate brand, launched a campaign in India to continue to build preference for the category, maintain market share, and drive penetration for the entire category.

The marketing objective

India has a strong culture of traditional sweets, which are typically consumed to mark special occasions in ones' lives -new beginnings, payday, scoring well in examinations, etc.. Through years of advertising, Cadbury Dairy Milk...

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