The campaign thought for Diwali this year was "Iss baar jaakar milenge." (This time let's meet our loved ones). How do you get people who prefer exchanging wishes through Facebook or email to actually meet their loved ones during Diwali? Simple. Remind them of that one person who always pines away for contact with them. And someone who more often than not isn't very comfortable with the digital medium. Their mother.

We decided to walk the talk. The biggest hurdle for people to celebrate Diwali with loved ones in other cities is paucity of tickets during Diwali. So we decided to solve that problem with the launch of Cadbury Celebrations Airways. An airline dedicated to ensuring that people could spend Diwali with their loved ones.

Thousands of entries.130 people flew aboard Cadbury Celebrations Airways on the eve of Diwali.Activity covered by more than 31 media outlets.Free PR worth Rs. 40m.