Campaign Thought

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As a challenger Brand to the might of Cadbury, Safari chocolate was selected as the product to penetrate the Indian market with Gandour’s bouquet of offerings. The innovative products guided the development of a marketing strategy based on discovering new and unexplored ingredients of happiness!

High impact product story POS materials were employed at pharmacies and railway refreshment stands to leverage alternate marketing channels. The Middle-eastern nomenclatures of products were creatively contextualized for the Indian market and product stories were crafted around them.

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Marketing Funnel

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Awareness

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A powerful and disruptive Un-Cadburry campaign was developed encouraging the youth of India to take their tastebuds on an adventure with Safari.

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Consideration

Canter promotions were used for fun promotional activities and sampling around colleges

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Action

Free wild animal tattoos were given as a freebie to entice younger customers