Cadbury Diwali Campaigns have been creating delicious moments of joy with candied creativity that spread meethas in our lives.
With Diwali here and most retailers showcasing boxes of Cadbury Celebrations, we dive into Cadbury Diwali Campaigns to understand their festive marketing mix.
Replacing "Muh Meetha Karna" with "Kuch Meetha Ho Jaye"
The pillars of sweet boxes that pile up every year at our homes signify the importance of sweets during Diwali. The most important fragment of Cadbury Diwali Campaigns' communication was replacing the traditional box of sweets with a box of Cadbury Celebrations.
The notion is evident in most of their adverts. Although it is the most distinguishable in the Rishtey Pakne Do campaign ft. Amitabh Bachchan wherein, when a friend presents a mithai box, a pinch of sorrow can be seen on Bachchan's face but when the friend reveals its a box of Celebrations in the mithai box, he's filled with joy.
Activations
Activation such as Le Chalo Khushiyaan have been a part of Cadbury’s Diwali marketing mix. The idea behind the 'Le Chalo Khushiyaan' campaign was acting on this impulse was to include the Indian Army in the nation’s celebration and give them a homely feeling while they protect us at the borders.
The armies at different locations received wishes from our nation including celebrities such as Deepika Padukone, Ranbir Kapoor, Shahrukh Khan and more. The whole Le Chalo Khushiyaan campaign received 14,181,983+ impressions; more than 5000 tweets and a reach of more than 20 Lakhs.
They have executed more campaigns wherein they've transformed their viewers into participants.
As all families are not united to celebrate due to professional or other reasons, Cadbury designed an app that lets you send wishes and ‘Gift A Diwali’ to your missed but loved one. Such campaigns transform the brand’s social media followers into evangelists.
Bringing People Together
Whether its the notorious kid that's all grown up now, or a foreigner relocated to India, or your childhood friend who is 'Businessman Of The Year' now, or the family that needs a 'reason' to unite, the communication soaked in the festival's norm aims to bring people together through the Cadbury Diwali Campaigns.
First portrayed with a mother’s struggle to send his a son a message on Facebook to wish him Diwali, Cadbury has reinvented the negative impact of the technological advancements this year too with their campaign ‘What happens when your family forgets to wish you on Diwali.
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