This Diwali, Cadbury Celebrations says “Iss Baar Jaakar Milenge”
Cadbury announced a chartered flight ‘Cadbury Celebrations Airways’ on October 21, 2011 to fly Mumbaikars to their family and friends in Delhi.
As part of its popular third year running campaign ‘Iss Diwali Aap Kissey Khush Karenge’, Cadbury Celebrations, the gifting brand from the house of Cadbury, launched a unique initiative ‘Iss Baar Jaakar Milenge’, to share the spirit of Diwali by meeting each other in person, instead of using SMS, chat, e-mail or wall-posts.
As part of the movement, the brand introduced a pledge on the Cadbury Celebrations Facebook fan page and radio, asking consumers who they would like to personally meet this Diwali and why. Select pledges among these were chosen as winners and to be on board the ‘Cadbury Celebrations Airways’, a special chartered flight between Mumbai to Delhi on October 21, 2011. The flight carried 100 Mumbaikars to their family and loved ones in Delhi. Apart from the Cadbury Celebrations fan page on Facebook, the contest was also run on Radio channels and SMS across Delhi and Mumbai.
Cadbury Celebrations’ initiative was based on consumer insights which showed that the true spirit of Diwali was being lost in an era of technology. Where Diwali symbolised families coming together, the generosity of spirit and rejuvenation of relationships, people were becoming distant from each other while using SMS, e-cards, and social media wall posts on festivals. Cadbury Celebrations, however, wants to bring back the warmth by encouraging people to go and meet their loved ones in-person. Hence, the initiative “Iss Baar Jaakar Milenge” emerged.
Speaking on the initiative, Chandramouli Venkatesan, Director Snacking & Strategy, Cadbury India said, “We are delighted that our special flight ‘Cadbury Celebrations Airways’ will bring joy to so many people and make their Diwali celebrations truly memorable. This festive season, we hope that everyone will make an effort to personally meet their loved ones and make their wishes more special and heartfelt in the true spirit of Diwali.”
More than one million fans on Cadbury Celebrations facebook page are sharing stories on who will they go and meet this Diwali. Similar campaign has also started on FM Radio channels.
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