Cadbury Celebrations: Not just a Cadbury ad

Cadbury Celebrations, the confectionery brand, launched #NotJustACadburyAd in an attempt to reinvent what gifting could mean during the 2020 Diwali season in India.

Campaign details

Brand: Cadbury CelebrationsBrand owner: Mondelez InternationalEntrant company: Oglivy India, MumbaiIdea creation: Ogilvy India, MumbaiMedia: Wavemaker MumbaiMarket: IndiaSector: ConfectioneryMedia channels: Online display, Online video, Outdoor, out-of-home, Websites & micrositesBudget: Up to 500k

Executive summary

For marketers in Covid's 2020, seasonal celebrations were not just a collapsing sales nightmare, but also a minefield in pitching their brands right, to mark the occasion without being either invisible or tone-deaf.

So, in the run-up to India's sales-critical Diwali season, most brands went for unseasonably muted...

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