How A Chocolate Brand Is Making This Diwali A Special One For Our Army Men

The Cadbury Celebrations #LeChaloKhushiyan campaign made it a memorable Diwali for army men by sending vans filled with user wishes to army bases, where the van was fueled by tweets

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The festive month of Diwali has everyone charged up, including top gifting brands in India. While a few are reminding us the preciousness of sharing the festivities with our family and close ones, there is one brand that believes it is our soldiers who need to be wished this Diwali. Cadbury Celebrations, the assorted chocolates brand from Mondelez International has taken a different route in this Diwali campaign.

The chocolate brand decided to make Diwali special for the brave heroes who forgo their celebrations so that we can enjoy ours – the Indian Army. It launched the #LeChaloKhushiyan campaign where Diwali wishes from all over the country were sent out to 3 different army bases. Interestingly, the vans filled with Diwali wishes were fueled by tweets having the hashtag #LeChaloKhushiyan.

People on social media were invited to tweet their Diwali wishes using the hashtag for the vans to move ahead. The vans have reached their destinations just in time for Diwali and this can be seen via a Facebook app on the Cadbury Celebrations page.

In a digital execution by Madison Media, while the tweets poured in through Twitter, the Facebook app kept track of its progress. Every movement of each van could be tracked via the Facebook app till it reached its destination.

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The Facebook app along with keeping track of the vans’ progress, also provides a box to enter your Diwali wishes. Tweets and Facebook posts made with #LeChaloKhushiyan have been pulled up and displayed on the app. One can also see the pictures and videos associated with the campaign, like its activities on-ground and television to collect wishes for our soldiers.

Speaking of television, Cadbury Celebrations had launched a TVC where a family pays a surprise visit to their army son.

The 50-second TVC has four army men sitting together while one is sitting away disappointed. His calls to home are going unanswered since the morning. As he sits sulking away, a girl comes in and whispers ‘happy diwali bhaiyya’ into his ear. The surprised guy is also overjoyed when he sees his parents at the door.

The father gifts a box of Cadbury Celebrations to his friend, which is shared among all of them, while a caption reads “Iss Diwali khushiyan le chalo”.

On the social media front, the brand has been driving engagement through influencer –led Twitter contests, in addition to encouraging its community to join in and add their wishes. Visuals showing the progress of the van were shared too.

A video featuring the happy celebrations of army men at the Lachung Valley army base in Sikkim has also been shared. The soldiers read out the wishes sent in and also send their wishes.

Associating with happiness

Cadbury Celebrations might have chosen our soldiers for the Diwali celebrations theme this year, but the highlight is still ‘khushiyan’, something the chocolate gifting brand has always been associated with. Le chalo khushiyan makes it truly special for our brave soldiers who are missing Diwali celebrations the most.

Apart from the concept, the idea of vans fueled by users’ tweets is a fun way to engage users and encourage participation on social. Visually depicting the progress through a Facebook app further adds to its appeal. Roping in celebrities, influencer-driven Twitter contests and the thought behind wishing a soldier have all made for an engaging campaign.

The #LeChaloKhushiyan campaign further strengthens the brand proposition of being an enabler of happiness, in a memorable way. Besides, it creates a differentiation for Cadbury Celebrations in a market that is crowded with variants of Cadbury and other chocolate gifting brands.