Description
HOW DOES A BRAND DEDICATED TO MAKING ORDINARY DAYS A BIT MORE ROMANTICALLY SPECIAL, MAKE ITSELF EXTRA-ORDINARY ENOUGH TO STAND OUT ON VALENTINE’S DAY? For Cadbury’s premium chocolate brand Silk, facing a ‘red sea’ of ever-fancier competition in India’s runaway Valentine’s, the breakthrough was in bringing together a truly magical partnership to create heart-stirring value beyond the ubiquitous seasonal product or packaging frills. Silk leveraged Gen-AI and Disney romantic productions to help Indian lovebirds prove to their chosen ones that their love is Disney-worthy special – generating an amazing half-a-million+ personalised rom-com stories, and an extra special 8% uplift in sales.
