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...