Cadbury Dairy Milk: Rupesh Shah – queening the pawn

Cadbury's Dairy Milk (CDM), a confectionary brand, launched a campaign in India to build behaviour change to inculcate a feeling of mutual respect, induce a sentiment of positivity, delight, and generosity and encourage Gen Z to express their love.

The communication goal

While India is one of the world's fastest-growing confectionery markets with a huge sweet-tooth populace and a hub for chocolate patrons. Cadburys Chocolate has been the first taste of chocolates for a billion+ Indians and has always thrived on bringing people together.

As the leader in the chocolate category in India, we always believed in imbibing the values through encouraging Indians to "Acknowledge the Unacknowledged" or "Celebrating small moments or the festivals" or "Surprising your loved ones with a small gesture or token of love"

The situation analysis

In March 2020, we witnessed a pandemic at a...

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