Cadbury Dairy Milk Silk: Pop Your Heart Out

Cadbury Dairy Milk Silk built an innovative association with Valentine's Day in India to create relevance and cement its role in the lives of its audience.

Campaign details

Brand: Cadbury Dairy Milk SilkBrand owner: MondelēzLead agency: OgilvyCountry: IndiaIndustries: ConfectioneryMedia channels: Online display, Online video, Outdoor, out-of-home, Packaging & design, Point-of-purchase, in-store, Product placement, Social media, Television, Virtual & augmented realityBudget: 1 - 3 million

Executive summary

Valentine's Day is an important occasion for the chocolate category, and particularly for Cadbury Dairy Milk Silk (CDM Silk) because of its young target audience. However, brand relevance and preference on the occasion was diminishing owing to the plethora of options available and many categories trying to...

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