Cadbury Celebrations: Not just a Cadbury Ad

Confectionery brand Cadbury Celebrations grew engagement and sales among millennial families in India during Diwali, with an interactive, geo-targeted campaign seeded on dark social that encouraged them to shop at small local stores.

Campaign details

Brand: Cadbury CelebrationsBrand owner: Mondelez India Pvt. Ltd.Lead agencies: Wavemaker India, Ogilvy IndiaContributing agencies: Google India, Facebook India, DeltaXMarket: IndiaSector: ConfectioneryMedia channels: Mobile & apps, Online video, Search marketing, Social mediaBudget: Up to 500k

Executive summary

Covid-19, and the resulting lockdown, had a tremendous impact on the Indian economy, affecting almost all small and large businesses, alike. While large brands had the resources to bounce back from lockdown, the small retailers were finding it difficult to compete with the onslaught of e-commerce players....

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