Diwali is a festival meant to be celebrated by meeting your loved ones. However, people have stopped doing that. Instead they have started relying on technology, preferring an SMS or an email over taking the trouble to meet someone and exchanging wishes. Cadbury Celebrations wanted to change that. After all how can an SMS ever replace a hug or an email ever replace time spent with loved ones. This campaign meant to encourage people to make the time and actually go and meet their loved ones during Diwali, especially the ones who crave your company. And going just by the YouTube comments we managed to convince many and left many children misty-eyed.

We launched with Lonely Maa - a heartwarming film which depicted the struggles of a mother trying to get in touch with a son who prefers the internet to actually meeting her. On radio we encouraged people to reconnect with their old friends. In press we reminded people about those who have touched their lives. On the web we encouraged people to go and meet their loved ones.And we decided to walk the talk.Users on Facebook had to just tell us who they wanted to celebrate Diwali with and why and we flew them to meet their loved ones on Diwali onboard Cadbury Celebrations Airways.

The results were stunning:- More than 250,000 views on the web;- Close to 100,000 pledges on Facebook;- 1,500 tons of Cadbury Celebrations sold during Diwali;- Annual growth of 15%.