Cadbury
#MadburyCadbury
Flavour co-creation, Delhi / Mumbai / Bangalore
- Capabilities
- Product Marketing & GTM / Audience & Culture / Partnerships
01 — The Challenge
Cadbury needed buzz, awareness and engagement for Madbury — the invitation for people to create and name Cadbury Dairy Milk's next flavour.
The objective was to drive sign-ups to madbury.in through a curated launch event, content, social amplification, influencer collaboration and event coverage.
02 — The Strategic Move
Run the campaign as a funnel rather than a burst: city-targeted content and ad units driving sign-ups, a curated launch event to make the co-creation tangible, and influencer content to carry it.
03 — The Idea
#MadburyCadbury — sign up for the chance to join celebrity chefs and create, and name, Cadbury Dairy Milk's next flavour, brought to life through a launch event with a dessert masterclass and a full set of branded games.
04 — The impact
- 5.65M+
- Total campaign impressions
- 20,000+
- Clicks to madbury.in
- 189,819
- Unique article views
- 150+
- Event attendees
1.45M banner ad impressions across web, mobile, app and ad-block placements.
05 — How it came to life
- Execution
- Online articles, social posts, influencer pre-posts and RSVP driving to an on-ground launch.
- Experience
- A dessert masterclass plus branded games — Flip the Cup, Toss the Ring, Find the Silk and a photo memory wall — with 150+ attendees.
- Partnerships
- 16 food and chef influencers including Shipra Khanna and Chinu Vaze, contributing 1M+ impressions.
- Channels
- Platform articles across Delhi, Mumbai and Bangalore, Facebook, Instagram, banner ads and ad-block units.
- Content
- Two campaign articles totalling 189,819 unique views with average time spent of over 1:30.
06 — Why it mattered
Co-creation is a product marketing device, not a stunt: the campaign's job was to send real people to a real sign-up page, and 20,000+ clicks say it did.
Next project
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