Owning that sweet moment in the most culturally relevant space

Cadbury India came to us with a clear brief: activate the brand around cricket without losing anything that makes Cadbury instantly recognisable to a billion consumers. Cricket in India functions closer to a religion than a sport. A single domestic tournament can draw 500 to 600 million viewers, and the level of sustained public attention that comes with it is rare in global sport. For brands, the pressure to show up in that moment is significant. The common mistake is chasing the energy of the