Cadbury Celebrations, an assortment of premium chocolates made with exotic ingredients from across the world, has launched an innovative integrated marketing campaign this Diwali to add sweetness to the festive season. With the message asking people to create, “Moments made with Love…" the key objective of the campaign is to encourage consumers across the country to make an effort and gift their loved and dear one some quality time which is far more precious than any material gifts.
Speaking on the campaign, Shekhar Banerjee, Senior VP & Head of PINNACLE, Madison Media said, “Reinstating Cadbury Celebrations proposition ‘Made with Love’. This Diwali the attempt was to urge people to ‘Make Some Effort, Gift Some Time…, thus allowing the end consumers to actually connect and experience the brand closely. The idea was to connect with the consumers with a basic life truth: Time today is the most precious gift that you can give your loved ones and the brand wanted to help them realize it. With unique on-ground activations and an extensive digital activity, we received a tremendous response to the campaign."
This campaign was based on a consumer insight that Diwali has changed from being a festival that is all about emotions and relationships to becoming a festival of possessions and acquisitions. In an increasingly materialistic world, it is becoming increasingly evident that price tags are replacing thoughtfulness and people are not encouraged enough to make their loved ones feel special. Time, is one such thing that is most difficult to find in today's busy lifestyle which will now be up for grabs with the purchase of Cadbury Celebrations Rs 750 pack. The purchase of this pack entails the perfect Diwali Gift for your loved ones in denominations of hours- 2 hrs, 3 hrs or even 9hours with redeemable coupons to Coffees/Movie Tickets/Family Outings.
Mr. Amarpreet Anand, Associate Vice President, Chocolate-Gifting & Strategy, Cadbury India says, "With Cadbury Celebrations, our constant endeavor is to be a part of the consumer’s celebrations - the many traditional festivals and special moments in one's life. We believe that, a really special gift involves a lot of love and care in its making, just like a pack Cadbury Celebrations. Through this campaign, we are encouraging our consumers in a fun and exciting manner to make an effort and spend some quality time with their loved ones.”
An exclusive contest was also run on the digital space and radio, inviting people to write back ways in which they are making an effort to take time out of their busy lives for their families and loved one this Diwali. The winning entries were given the chance to feature in a music video of a special song of Cadbury Celebrations.
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Watch our 10 lucky winners welcome the ‘Festival of Lights’ in our Diwali Celebrations theme song by clicking on the link below:
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