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...

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