Diwali is a festival in India. In the last few years people have stopped meeting each other to exchange wishes instead preferring emails, text messages and Facebook posts. We wanted to change that. So we came up with the campaign idea, "Iss baar jaakar milenge" (This time let's celebrate by meeting our loved ones). Our brief was to bring alive this idea with active consumer engagement.

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.

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.

We promoted the campaign extensively on the Cadbury Celebrations Facebook page asking for entries from people who wanted to meet their loved ones but couldn't get any tickets. We released press ads and also promoted the airline on radio stations.