Objective:

To position Cadbury Dairy Milk as the heart of Diwali celebrations by highlighting how small gestures of love and sharing bring the biggest sweetness to the festival.

Consumer Insight:

Diwali is not only about grandeur and big gifts — people deeply value the small, heartfelt moments of kindness: a child sharing sweets, neighbors exchanging gifts, or thanking those who make our daily lives easier.

The Big Idea:

Celebrate Little Joys ****– Cadbury Dairy Milk becomes the symbol of these small yet meaningful gestures that light up Diwali with love, warmth, and mithaas.

Visual Executions:

1. Har Bite Mein Mithaas, har dil mein diwali 🪔

• Visual: Illustrated poster with three women holding sparklers against a purple festive backdrop, with Cadbury branding and mandala patterns.
• Objective: Build youth-centric, social-first recall by making Dairy Milk synonymous with festive fun, joy, and bite-sized moments of happiness.

2. Unwrap the Festival 🪔

• Visual: A Cadbury Dairy Milk bar unwrapped halfway, transforming into glowing golden gifts and sparkles, surrounded by festive lanterns.
• Objective: Present Dairy Milk as more than chocolate – a magical festive gift that carries joy, surprise, and sweet memories.

3. Sweet Sharing Diya Plate 🪔