“Cadbury Celebrations, a chocolate box in India, largely thrives on festive demand and sources ~40% of sales from Diwali. Diwali is a period of heightened spending with brands trying to leverage the same.
Celebrations had to fight off competition within food-gifting and also standout midst the advertising clutter of other brands.
During festivals, majority of the brands look to lock in their sales by communicating discounts, price offs and other promos. Some brand try to strike an emotional cord with their audiences with comms focused towards happy family moments together, while others try to gain attention by telling heartwarming stories of helping one another and community bonding.
To truly stand apart from other brands, Cadbury Celebrations needed to not just rely on ‘Story Telling’, but needed to put action into words by ‘Story Doing'”
