Traditionally, there were Indian sweets (the mithai)
and there were chocolates. Then came Cadbury Celebrations … and the gap was bridged.
Cadbury Celebrations debuted on the Indian festival stage in 1997 - serving up a
tantalizing mix of chocolates in all shapes, sizes, flavors and packages at the
many traditional festivals of India, positioning chocolate as a fitting replacement
for the traditional mithai. From the year 2000, there
was more focus on the festivals of raksha bandhan and diwali and, subsequently,
on auspicious occasions such as engagements (for the shagun,
the auspicious exchange of sweets) … and, beyond, to celebrating special relationships
such as friendship (Aisi Mithaas Jo Dosti Banaye Khaas).
In 2002, Cadbury further strengthened and nurtured the closeness of the brother
– sister relationship. With Gulzar’s heartwarming lyrics 'Rishtey Pakne Do, Aankhon
Se Chakne Do', the age-old custom of tying a Rakhi was followed by gifting a box
Cadbury Celebrations creatively designed a new format for the chocolate - as chocolate
laddoos (challenging the traditional motichoor and other laddoos)!