Ad Campaigns
Cadbury unites people to co-create India’s next Madbury
Mumbai: Mondelez India, the makers & bakers of some of India’s leading snacking products, unveiled the fourth edition of Madbury – Madbury Duet. With the last version of the campaign securing 3.2 million entries from 5000 locations in the country, Madbury has successfully won the hearts and taste buds of consumers for three years. This year’s Madbury blurs borders as consumers from across the country embark on this one-of-a-kind culinary journey of creating their own Cadbury, but with a twist of Duet.
Adding flavours of collaboration and technology, the 4.0 version of the brand’s most loved campaign is pairing up two users from anywhere in the country to come together and create their version of Cadbury Dairy Milk. The campaign further underlines the brand’s promise to stay consumer-centric and provide Cadbury fans with newer, unique eat experiences.
Mondelez India vice president – marketing Nitin Saini said, “Mondelez India has been the tastemaker of the country’s chocolate consumption needs over seven decades, and as a brand, we have always focused on creating exciting and innovative ways to engage with our consumers. Through Madbury 4.0 we are focusing on the power of collaboration, of how two local flavors come to life with the convergence of two distinct personalities and cultures. Our previous successes on the Madbury campaign are a testament to the fact that consumers love experimenting with their Cadbury. With the latest campaign, we aim to create more tantalizing flavours by not one but with two Cadbury lovers coming together. To make this experience even more immersive, people participating from different cities will be able to choose their preferred state and zone, at the back of an algorithm, to create an interesting blend of taste and experience.”
Ogilvy India chief creative officer Sukesh Nayak said, “At Ogilvy, we believe in constantly pushing the boundaries of consumer experiences to intensify engagement and strengthen love for the brand. The Madbury experience platform is an outcome of this belief. To elevate user experience for the 3rd edition of Madbury, we have designed a unique collaboration-at-scale experience – Madbury Duet. This new experience encourages Indians of different geographies, ethnicities, and cultures to come together to co-create their version of our favorite Cadbury Dairy Milk. Imagine the joy of creating your own version of India’s favourite chocolate and sharing it with the world.”
Wavemaker India chief client officer & office head – West Shekhar Banerjee said, “With three successful editions of Madbury, the latest edition ‘Madbury Duet’ again provides an opportunity to the entire nation to create their own Cadbury. But this time, we have elevated the campaign from ‘experiences’ to ‘shared experiences’ with the perfect amalgamation of data and tech. We have crafted our audience strategy and consumer journey in a way to ensure that we reach out to and engage our core Cadbury Dairy Milk lovers, allowing them to experience the joy of co-creating their own Cadbury; and sharing that happiness with someone!”
To participate, users can access the microsite that provides them with category options across Sweets & Desserts, Desi Drinks, Spices & Tangy, Fruity Fun, Crunchy & Chewy and House of Cadbury. Post selecting a category, the users can choose their ingredients and can also indulge in fun trivia about their selection. With just a few clicks, they will be able to choose the region which their co-creator should belong from, experiment, and choose the flavour selected by another person in the country to pair and create a complementary flavor which they can name together and submit as a Madbury entry. Apart from the grand prize of creating the next Madbury, participants also stand a chance to win Amazon Pay and Paytm gift vouchers and can put in as many as entries they would like.
The launch will be supported by a 360-degree communication campaign with amplification across all media touchpoints.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
