We found a match
Your institution may have access to this item. Find your institution then sign in to continue.
- Title
Cadbury India's Customer Engagement Campaign in Kolkata: A Field Study.
- Authors
Roy, Kisholoy; Kanodia, Sprihi; Sanyal, Arpita; Bhattacharjee, Dipraj
- Abstract
In the contemporary era, brands are nothing but customer perceptions and the amount of relevancy they enjoy in the lives of their target audiences. Add to this, there is severe competition in almost all product categories. In such a scenario, marketers need to develop initiatives that could engage and the customers with each other and with their brands because it is communities formed around brands both offline and online and the emotional attachment developed between customers and brands that enhance the durability of brands. In the context of online customer engagement, social media have been found to play a key role. The present study deals with Cadbury India's customer engagement campaign in the Kolkata market whereby it was observed that Cadbury India appealed to the mishit (sweet) eating habits of the Bengali population over there in an innovative manner. They weaved the concept of marriage (Mishti Weds Cadbury) around the campaign, were found to involve celebrities from the Bengali film industry and optimally leveraged the strengths of social media to propagate the campaign and thus generate significant awareness, affinity and involvement among the target audiences of the engagement program.
- Subjects
KOLKATA (India); INDIA; CADBURY India Ltd.; ADVERTISING campaigns; CUSTOMER relations; FOOD habits research; SOCIAL media research; TARGET marketing
- Publication
Journal of Marketing & Communication, 2013, Vol 9, Issue 2, p38
- ISSN
0973-2330
- Publication type
Article