India – Cadbury Celebrations, the iconic chocolate brand from Mondelēz International, has teamed up with Ogilvy India and Wavemaker India for its latest Diwali campaign, spotlighting the sweetness of togetherness during the festive season.
As Diwali approaches, families across India prepare themselves for the celebrations, with the air filled with the aroma of sweets and the sound of laughter. This year, Cadbury shifts from its usual #NotJustACadburyAd series to highlight the magic of simpler, more meaningful moments of togetherness.
In the campaign film, Cadbury Celebrations urges families to rediscover the sweetness of in-person connections, reminding us that while virtual greetings are convenient, nothing can replace the warm embrace of loved ones or the shared laughter around the table.
Cadbury recognises that in today’s fast-paced world, technology often replaces genuine interactions, causing the true essence of Diwali to fade in digital exchanges. Through its campaign, Cadbury conveys the heartfelt message, “Message pe muh meetha nai hota (Sweetness can’t be shared through messages),” resonating with those who miss the warmth and joy of in-person celebrations.
Nitin Saini, vice president of marketing at Mondelez India, said, “This year, we wanted to go back to our roots and traditions of togetherness that were embraced during festivities, but the digital age coupled with the increasing physical distance has gotten the better of us. Diwali is a festival that’s deeply rooted in the joy of togetherness, where the warmth of human connections has always taken centre stage.”
“This year, we wanted to go beyond the usual celebrations and truly capture the essence of what Diwali means—those irreplaceable moments spent with loved ones, where every smile, every hug, and every shared sweet carry the warmth of togetherness. This campaign is a reminder that no virtual greeting can match the magic of being together and celebrating the joy of connection,” Saini added.
Sukesh Nayak, chief creative officer at Ogilvy India, also explained, “Diwali is the festival of getting together and celebrating with your loved ones. However, with the advancements in technology, we have normalised wishing on text, often lacking the personal touch and joy in these festivities. This year, we’ve brought back the magic of celebrating Diwali with your loved ones, the sweet-old way.”
Nayak continued, “This campaign is a gentle reminder to move over the endless Diwali forwards and rejoice in the most meaningful connections that best happen face-to-face. Our campaign, film, and activation are a heartfelt nudge to those real, in-person connections that digital screens can never replicate. It’s a reminder that the most precious Diwali gifts are shared, not sent.”
Also commenting on the campaign, Shekhar Banerjee, chief client officer & office head for West, North & East at Wavemaker India, expressed, “This Diwali, Cadbury Celebrations becomes more than just a treat; it weaves itself into the fabric of the festival, sparking joy and togetherness. Through personalised online experiences, heartwarming influencer stories, and strategic integrations with beloved TV shows and festive displays, the brand is present in every heart and home. Cadbury Celebrations inspires consumers to create sweet memories by sharing the gift of togetherness with loved ones, becoming synonymous with the spirit of Diwali.”
Cadbury Celebrations is set to launch a special initiative aimed at reuniting families across distances. Stay tuned to the brand’s social channels for more details.
