2. Breaking the barriers of communication by creating the first ever “ Media Convergence” Cadbury Celebrations Special Diwali Pack

3. Media Convergence TV Internet Radio Co-hosting a never before Cross-Media Simulcast

4. What When Why Who Where

5. What...was the task in hand !

6. In India no festivity is complete without Homemade sweets

7. = A sweet for Auspicious Occasion Cadbury

8. Objective Make consumers celebrate Diwali with Cadbury range of chocolates instead of homemade sweets

9. Homemade sweets INR 1600 million Chocolate Mkt INR 50 million

10. The Dilemma of… Festival for the entire family

11. The ambience of Diwali nurtures a singular mindset which is independent of any market, age or SEC…

12. Target ‘ the occasion of Diwali’ rather than one consumer base

13. The intricacies of… When

14. Only 2 weeks … to target everyone

15. WhyWhere … To Maximize

16. Regular … gives you regular

17. The Convergence of… Family

18. TV Internet Radio The Convergence of … Media

19. Addressing every member of family at the same time through their choice of Media Radio & Internet Home or Traveling Television Watching at home Radio When out For shopping

20. TV Internet Radio Partnered with country’s 3 of the largest broadcasting networks

21. To host a never experienced before Magnum Opus on Indian Mass Media

23. Engage us further in our Indulgence

24. Communication Effectiveness Efficiency

25. So Much … in So Less Time

26. Brand Logo unit & Tagline Level 1 Property Name & logo designed using the product packaging & Tagline Level 2 Same elements used to package the programme Even Astons & Celeb wishes sections Level 3 Extensive Programme Integration, with every act leading into Cadbury Celebrations story

27. Content customized to complement each medium’s USP Magnum Opus Diwali Celebration cutting across generations in a family Simulcast + behind the scene interviews + sneak picks Simulcast + Celeb interviews + Performance review + Celeb wishes across the day

28. Lakshmi Puja Blessing from elders Antakshari Celebration of Victory Diwali of Light Family Get together Bhaidooj All Girls ActHusband wife relationship

29. Element Enactment/ Act Generation Involved in the Act Integration Role of Cadbury Celebration in the act Driver Medium Used differently to spike the enactment Grand Parents YouthKids Bhaidooj Bro & Sis perform perform Both real life & serial bro- sis enact the occasion Bro gift Sis, CadburyCelebrations as return gift Radio + Internet

31. Media Convergence TV Internet Radio AV

32. Results

33. Preference scores (Vs `LY) moved up by 79% ~ Source: SRM Track

34. of people who witnessed the simulcast- associated the brand with the initiative 78% of people who witnessed the simulcast- associated the brand with the initiative ~ Source: SRM Track

35. Reached out to 94 million people Within 2 weeks 76 million people from regular plan VS

36. 65 million people witnessed the media convergence

37. Opened with 4 TVR & c ontinued to feature in the Top 5 programme for 2 weeks ~ Source: TAM

38. Simulcast claimed highest slot rating on radio ~ Source: RAM; monitored markets

39. Generated huge Free PR buzz

40. & On Google even today the relevant search results run into 15 pages

41. Thank You