The Madbury campaign was extended to all markets, bringing in a regional aspect combined with UGC. Category Introduction Two winning flavors – India’s first-ever Cadbury flavors made by consumers – Cadbury Dairy Milk Hint O’Mint and Cadbury Dairy Milk Panjeer, created by Cadbury lovers Apoorva Rajan (Bengaluru) and Prabhjot Anand (Punjab), respectively. There is also a belief that every house has a secret ingredient or condiment that they most identify with and that it gives their cooking a unique ‘home cooked’ flavor. Basis this insight, Mondelez India launched Madbury 1.0 'Kaun Banayega Hamari Agli Cadbury'. A consumer-led, digital-first marketing campaign that gave India its very own Cadbury flavors made by the consumers. In the process, the brand leveraged the power of social media to involve them in making their own chocolate flavor with ingredients of their choice. Problem Statement/Objective Through the Madbury initiative, the brand attempted to leverage the power of social media to advance, inspire, and connect the purpose of generosity amongst diverse set of consumers. Madbury Campaign Summary

Build brand love for Cadbury Dairy Milk by presenting Cadbury chocolate as a canvas for innovation of flavor innovation and personalization like never before. Brief As I started to become full and worried I might need a nap, M&S was last on the chocolate hitlist. The luxury chocolate contained ground hazelnuts but it wasn’t particularly noticeable. Elsewhere, Aldi and Sainsbury’s put up a good effort. Nothing tasted terrible, it’s just the other three had more distinct flavours to warrant a high score. Overall, it was sweet and rich with a refreshing aftertaste. Similar to Aldi but with a bit more depth in flavour.

Dairy Milk Oreo Sandwich Bar 96g

Mondelez India's Madbury campaign gave fans an opportunity to experiment with the chocolate, putting them in driver's seat, garnering 823 mn impressions. Create an experience for the annual flavor activation for Cadbury Dairy Milk. Explore the invention of chocolate by the truest fans of Cadbury in India with their local & unique take on innovation. Idea

Cadbury retains top spot taste wise but all credit has to go to Asda. A 36p chocolate finishing as high as the most expensive chocolate shows that price doesn’t necessarily matter. Cadbury Dairy Milk aims to be an optimistic and progressive brand talking about goodness in this imperfect world.