Categories Name : South Awards For Communication
Sub-Category : Branded Content - Media
Entry Name (Campaign) : Cadbury Iniya Kodattam in association with The Hindu Group
Cadbury Iniya Kondattam was a marketing campaign that seamlessly integrated with Tamil Nadu's vibrant culture and traditions, offering a sensory experience that resonated deeply with the audience. The campaign focused on creating native content that felt authentic and non-disruptive, blending seamlessly into the audience's preferred platforms such as YouTube and social media. The campaign centered around a 5-episode miniseries featuring renowned personalities from music, film, cricket, and culinary arts. These celebrities engaged in heartfelt conversations about their journeys, all while creating unique sweet recipes infused with Cadbury Dairy Milk. This format captivated the audience, evoking nostalgia and deepening their connection with the brand. Cadbury Iniya Kondattam's execution included strategic partnerships with three major chain eateries across Chennai, ensuring the unique sweets were widely available to the public. The campaign's multimedia approach extended to print ads, social media promotions, and influencer collaborations, further amplifying its reach. The results were impressive. The YouTube miniseries garnered 2 million views and 10,000 subscribers, while approximately 0.2 million people enjoyed the delicacies at eateries over a four-week period. More importantly, the campaign fostered a sense of pride and connection with Tamil Nadu's rich heritage, leaving a impact on the audience and elevating Cadbury's brand perception.