Cadbury, a confectionary brand, launched a campaign in India to prevent sales decline and gifting consideration from dropping, enhance physical availability and increase consumer sentiment.


1. Diwali sales were estimated to drop in the anticipation of 3rd wave.

  • Objective: Prevent the sales decline.
  • KPI: Deliver at least 90% of pre-pandemic sales.

2. People were averse to spending and didn't feel the need for social celebrations.

  • Objective:...

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