WWW.CADBURY.COM.

Cadbury
Celebration
#NotJustACadburyA
d

Presented by Shreya Kunwar, Sagnika ChatteRjee, Kiron Roy, Akancha Sinha,

Tania Chakraborty, Saujas Mutneja, Lakshay Kochar, Tanisha Gupta
ABOUT THE
CADBURY
Cadbury is a British multinational confectionery
company owned by Mondelez International since 2010. It
is the second-largest confectionery brand in the world,
after Mars. Cadbury is internationally headquartered in
Greater London, and operates in more than 50 countries
worldwide. It is known for its Dairy Milk chocolate, the
Creme Egg and Roses selection box, and many other
confectionery products. One of the best-known British
brands, in 2013 The Daily Telegraph named Cadbury
among Britain's most successful exports.
ABOUT MONDELEZ
INTERNATIONAL
Mondelez International is a relatively young company. Founded October 1, 2012, it was built
on the foundation of several predecessor companies, most of which date back over 100
years. Their purpose is to empower people to snack right in over 150 countries around the
world. They’re leading the future of snacking with iconic global and local brands such as
Oreo, Ritz, LU, Clif Bar and Tate's Bake Shop biscuits and baked snacks, as well as Cadbury
Dairy Milk, Milka and Toblerone chocolate. It offers the right snack, for the right moment,
made the right way. That means delivering a broader range of delicious, high-quality snacks
that nourish life's moments, made with sustainable ingredients and packaging that consumers
can feel good about.
 n 20
I n 20 0 2
PREVIOUSLY
From I-ness to we-ness
I n 20 0 2
2
The generous instinct of people kicked in and Cadbury started the“#NotJustACadburyAd” and

0
showed that they practice what they preach. They created an AI generated website that gave

I n 20
retailers who do not have an online presence a platform. They devised the mechanism of allowing
the retailers and/or their consumers to put them online. They found out the silver lining and worked

2
out the campaign around it.

I n 20 0
I n 20 20
IInn 20 20
2
In 20 200 02
YEAR 1
I 2 0
 I n 20
PREVIOUSLY I n 20 2 1
Onboarding Shah Rukh Khan
I n 20 2 1
I n 20 2 1
21
I n 20
I n 20 2 1
YEAR 2
In 2 1
 OUR STARTEGY (YEAR 3)
• Front design: Split into two halves - one with
original celebration pack design, other with artist's
creative (painting/dance screenshot, etc.).
• Barcode scanner at end.- Back: Information
snippet about artist and location.
• Cadbury pack doubles as TVC advertisement.
• Innovative marketing merges art with product
promotion
• Consumers scan code for virtual artist
exhibitions/concerts from home.
• Artists need Cadbury database access for scanner.
• Agency handles recon and database creation for
initial 100-150 respondents.
• Enables remote viewing of artist events via
smartphone scanning.
• Simplifies access to artist content through Cadbury's
platform.
 OUR STARTEGY (YEAR 3)
• Website features artist profile and their artworks.
• AI assists in crafting 360-degree exhibitions.
• Exhibitions offer artworks for purchase.
• Provides comprehensive artist representation online.
• Enables immersive virtual experiences.
• Facilitates direct art sales through the platform.
• Fosters accessibility to artist's creations globally
• .Offers a seamless blend of technology and art commerce.
• Cadbury website allows consumers to find nearby
artists by logging in.
• Local artists benefit from increased exposure.
• Consumers gain access to a wide range of local
talent.
• Boosts local artistic community.
• Enhances consumer experience with readily
accessible local talent.
OUR STARTEGY (YEAR 3)

At the same time people can

visit these artists at the time
and location mentioned at
the back of the pack to see
them in real-time.
YEAR 4
The audience/consumers can create their own
database and put any artists they know locally on
the cadbury website thus giving them a platform.

Ambassador collaboration - Shah Rukh Khan can be asked

to come onboard with AI generated videos making the
rounds but this interaction with these consumers would be
with a higher level of involvement such as interacting or
dancing with them or using their services etc.
CREATIVES (SAMPLE)

Visuals through social media

Creatives with AI integration

360° Exibhition

360° Exhibitions
Visuals through website
Creatives with AI integration

Visuals through phone

360° Exhibitions
 ACKNOWLEDGEMENT
Prof. Ramola Kumar, Dean, DSC
Prof. Rupanjali Lahiri Gupta. Associate Director, DSC
Mr. Bhakti Malik, Executive VP, Strategy & Planning Arts, Ogilvy
Prof. Manik Katyal, Senior Faculty, DSC
Prof. Samil Malhotra, Senior Faculty, DSC
DSC Staff
PGDPC 29
THANK
YOU