Use of brand ambassadors and endorsements for Cadbury, India

Another strategy that has been recently adopted by Cadbury Australia and can do wonders in the Indian market too is initiating “flavor conversations, flavor matching & favor competitions” between consumers and audiences.  This is a powerful attempt to increase brand loyalty and ‘engagement’ via social media, rather than penetration, which is vital for brand growth (Victory & Newstead, 2014). The reason why this marketing strategy can work exceedingly well in the Indian market is because every single flavor at the back end is tied with certain characteristics and celebrities. This sits perfectly with the Indian market where there is an extreme fan-following of the Indian film industry superstars who are looked upon as heroes and goddesses.  The Indian market looks up to them and greatly follows the styles adopted by the celebrities. Cadbury India already has brand ambassadors and endorsements of people from the Indian film industry. Stars like Pretty Zinta and Cyrus Brocha are the brand ambassadors. Thus launching this campaign will not only put these Celebrity endorsements to good use, it will be useful to the brand image of both the celebrity and the brand. Moreover when some gorgeous or handsome and slim, smart celebrity endorses the brand this publicly, the health-conscious segment of the society could also warm up to the brand. Furthermore this campaign is unique, one of its kind and has been practiced by none so far. So this also gives Cadbury the first mover advantage.