Encouraged by the success of the award winning activation conducted in Kolkata last year, Cadbury India is back again with a new innovative campaign, ‘Mishti weds Cadbury’. The main aim of this campaign is to increase the number of participating mithai chains in Bengal. Results reveal the success of the campaign as the number of participating mithai chains has increased to 20 from the last year’s figure of 9!
The campaign is organized over selected outlets and leading colleges of Kolkata. Twenty local sweet shops and chains, adding up to 60 outlets are participating in this program. Selected outlets will be decorated like wedding ‘mandaps’ and manned with people in traditional wedding costumes. Visiting customers can taste and enjoy the ‘Cadbury Mishti’ made at each of these stores.
Apart from tasting and rating ‘Cadbury Mishti’, visiting customers can also bless the couple — Mishti and Mr Cadbury. For this they need to dial a unique toll free number allotted to the concerned Mishti chain. The call of the visitor will be disconnected automatically, once their cell number gets recorded. Mishti chain that receives the maximum number of calls will be offered exciting prizes. Winners will get exciting prizes including a trip to Thailand. Moreover they will be greeted by movie stars, who would visit different outlets during different days of the month.
By these types of campaigns, both Cadbury India and mishti chains are equally benefitted. Sweet shops and outlets involved in Mishti campaigns often prepare a large variety of sweets to attract visiting customers. As the number of customer traffic increases, the sales index graph will automatically move up. Increased demand and sales will result in a win-win situation. Therefore, it is obvious that the marketing strategy, ‘Mishti weds Cadbury’ campaign is enough to increase the number of participating mithai chains and hence to win Bengali hearts and minds.