Cadbury Dairy Milk’s television commercial was about Pappu, an ordinary Joe, who like many his age was trying his very best to woo the love of his life. Pappupass.com led this delightful character far beyond the television. Among a host of other interesting accompaniments, the website provided anecdotes and chronicles before, and after he won his woman’s heart, virtually bringing one face-to-face with him. Incidentally, this was the very first time an Indian firm brought blogging into branding and marketing. The result? With more than 25,500 unique visits, the brand connected fantastically with its major target group (the youth).