Campaign details
Brand: MondelezAgency: WavemakerRegion: APAC
Strategy
Objective
As a brand, Cadbury Dairy Milk has always believed that a little bit of generosity can go a long way and it is often the small acts of kindness that have the biggest impact. Taking this narrative and purpose a step ahead, the brand set out to melt the implicit power distance that existed amongst us, by getting Indians to acknowledge the unacknowledged and say a 'Thank You'. This would further help the brand to drive awareness and sales while building a strong brand association.