Campaign details

Brand: Cadbury Dairy Milk
Brand owner: Mondel─ôz International
Lead agency: Starcom Mediavest Pakistan
Contributing agencies: East River, Pixel Perfect Films
Country: Pakistan
Industries: Confectionery
Media channels: Content marketing, Online display, Online video, Point of puchase, in-store, Public relations, Word of mouth, advocacy
Budget: Up to 500k

Executive summary

"Spread love everywhere you go, let no one ever come to you without leaving happier." – Mother Teresa

Being synonymous with the idea of bringing joy, Cadbury Dairy Milk wanted to spread the message of "Kuch Meetha Hojaaye" (let's have something sweet) to those who truly deserve moments of happiness and celebration.

Pakistan being a society that distributes and consumes sweets on every joyous occasion, the consumption of traditional mithaai (sweets) increases drastically during celebratory occasions like Eid. As category leader and a symbol of joy, Cadbury Dairy Milk decided to work on making the brand as festive as the local and traditional mithaai as well as increasing consumption by being present on e-commerce.