Cadbury Dairy Milk: Puneet Jethwani – from media planning to data planning

Cadbury Dairy Milk, a chocolate brand, increased interest in Cadbury products – DairyMilk, Perk, and Fuse – in India through their Puneet Jethwani campaign covering media and data planning.

The communication goal

Case 1 (Madbury-Cadbury Dairy Milk):

Cadbury Dairy Milk(CDM) is India's most popular chocolate and holds a lion's share of 40% of the category. From being an 'alien treat' to being known as 'modern meetha' it has literally created the category through its journey of iconic advertising and brand-building efforts. To further localize the brand it was important to get customers and fans involved in the development of the product.

Case 2 (Missing Friends-Cadbury Perk):

Cadbury Perk celebrates the youth and promotes the idea of enjoying the small, lighter moments in life.

Friends play an integral role in...

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