Cadbury Celebrations has launched a Diwali campaign centred on the everyday disagreements between neighbours and how the festive season can offer an opportunity to reconnect.
The campaign draws on familiar instances of nok-jhok, from disputes over parking and noise to neighbourhood cricket games, to highlight the affection that can exist beneath these differences. It positions gifting a box of Cadbury Celebrations as a gesture to break the ice and start afresh.
The campaign includes a TV and digital film, along with a short film titled ‘The Neighbour’, as the brand explores different content formats to engage consumers.
Vinay Subramanyam, Vice President – Marketing, Mondelez India, said, “Diwali has always been a time to pause, reconnect and celebrate the people around us. Our latest campaign tries to depict the beautiful and unique relationship that we Indians have with our neighbours – we bicker, we banter, but underneath, there is bonhomie, especially during Diwali. We are pleased to launch Milky Mithai under the brand Cadbury Celebrations, which is a magical coming together of fine chocolate with the taste of iconic Indian Mithais.”
Sukesh Nayak, Chief Creative Officer, Ogilvy India, says, “There’s enough bitterness in the world but a little sweetness has the power to go a long way. With our latest Diwali campaign, we wanted to celebrate the familiar, playful quarrels between neighbours - and how quickly they can melt into warmth when someone makes the first move. It doesn’t take much to soften a hard feeling: a knock on the door, a plate of Meetha, a little generosity. In a world that can feel divided, that small sweetness can bring us closer.”
Shekhar Banerjee, President, Client Solutions, South Asia, WPP Media, said, “Diwali isn’t just one celebration it's a whole week of distinct rituals, reunions, nostalgia, gratitude, mending old squabbles and multiple moments of gifting & consumption. We are using creator ecosystem and turning these moments into seamless, shoppable gift guides that make it effortless to pick a Cadbury Celebrations pack tailored to every unique moment & bond.”
Alongside the campaign, Cadbury Celebrations has introduced a new Mithai collection featuring Milky Mithai Squares in kesar pista flavour and Choco Mithai Squares in crispy rabdi, badam barfi and kesar badam flavours. The Milky Mithai Squares combine chocolate made with slow-cooked caramelised milk with flavours inspired by traditional Indian sweets.
The campaign will run across television, digital, social media and in-store touchpoints, with creator-led gift guides forming part of the brand’s festive marketing efforts.
