Case Summary
The severity of the 2nd Covid wave that hit India in 2021, dampened India’s biggest festive season of Diwali. Small local stores that contributed the most business for Cadbury were the most hit. And Cadbury was looking at a business de-growth of 10%.
But, it turned this adversity into an unconventional opportunity by bringing on Bollywood superstar Shahrukh Khan to endorse local stores and help promote them through hyper-personalised MarTech innovation. In doing so, Cadbury helped uplifting thousands of small-businesses and ultimately unlocked 25% business growth for itself.