Campaign details
Brand: MondelezAgency: WavemakerRegion: APAC
Strategy
Objective
In India, where societal disapproval often leads to concealed teenage romances, Cadbury Silk has taken on the mission of empowering young lovers to openly express their affection while maintaining secrecy from prying eyes. With a strong foundation of love and gifting, the brand is renowned for heartfelt expressions, covering everything from proposals to apologies. Building on the success of the 'Heart Pop Pack,' Cadbury Silk sought to expand this concept for Valentine's Day 2022. Despite fierce competition and the rise of e-commerce, the brand remains a top...