Cadbury 

Cadbury had been leading the market in the chocolates category and now wanted to expand and own ‘gifting’ occasions in local culture. While the habit of gifting sweets to each other on traditional occasions was hugely prevalent, our consumers were hard-wired to find think of only local, traditional sweets as befitting gifts on such occasions, not chocolate.

 

Interestingly, sharing traditional sweets, especially on traditional celebratory occasions,

is an existing behaviour but no one know had yet captured the emotion behind it. We chose to make young millennials our vessel as they were the ones sticking to their traditions yet embracing new ways of living. It is in our cultural belief system that when someone invites you over to their house to host you, they are going out of their way to host you, the least one should do is repay their goodness with their own goodness, usually in the form of gifting sweets. You just don't go empty handed to anyone house.

‘Goodness Inspires Goodness’ became our platform idea that led to a film released over Eid, to show how age-old perceptions and behaviours can be changed when you realise that a sweet offering will always sweeten a moment, no matter what it’s called!