Durga Pujo is more than just a festival; it’s a grand celebration of tradition, togetherness, and cherished rituals. At the heart of these celebrations lies Mishtimukh, the timeless Bengali tradition of sharing sweets as a gesture of love and gratitude.

At ABP, this tradition inspired us to redefine sharing sweets during Durga Pujo by blending the classic essence of Mishtimukh with the delight of Cadbury Celebrations chocolates. This fusion created the perfect blend of tradition and innovation.

But we had a sweet challenge to overcome: While Cadbury Celebrations is a staple for Rakhi and Diwali, the challenge was to embed it into Durga Pujo traditions and establish it as a go-to gifting option. To achieve this, we focused on bringing the sweetness of chocolate to the pujo moment through our targeted approach, which included three key groups:

• Youngsters and families (18-40) nostalgic for Pujo traditions but open to modern twists.
• Urban festival lovers seeking ways to embrace cultural roots with contemporary elements.
• Busy professionals looking to reconnect with loved ones during the festival.

Our mission became clear: to make Cadbury Celebrations inseparable from the Pujo experience!

Sweetening Pujo with Cadbury Celebrations

To do this, we created three approaches.

1. Reviving traditions with a modern twist. We positioned Cadbury Celebrations in the Mishtimukh celebration as more than just Sandesh and Rosogolla — it became a moment to reconnect, express gratitude, and spread joy with chocolates.
2. On-ground festivities at Durga Pujo Pandals. To take the celebrations beyond homes, we planned to bring the sweetness of Cadbury Celebrations to para pandals and RWAs, creating immersive on-ground experiences that blended tradition with modern indulgence.
3. Digital storytelling and celebrity engagement. Social media played a key role in capturing the grandeur of Pujo. We crafted a powerful digital storytelling campaign with Cadbury Celebrations, amplifying the festive spirit through Instagram and Facebook.

Durga Pujo: lights, camera, and sweetness

We seamlessly integrated Cadbury Celebrations into the key moments of Durga Pujo, ensuring a deep and lasting connection with the festivities and the audience. These included: 

• Dhunuchi Naach, a rhythmic dance with incense-filled dhunuchis, symbolising devotion and joy.
• Sindur Khela, a vibrant ritual where women smear sindur or vermillion, celebrating power and womanhood.
• Bijoya Dashami, the bittersweet farewell, marked by sweet exchanges and heartfelt blessings.

Star-studded celebrations

What’s a grand festival without celebrity glamour? We brought together some of Bengal’s most beloved stars to spread the sweetness far and wide:

• Solanki Roy, Saurav Das, Ranojoy Bishnu, and Priyanka Sarkar joined festival-goers in pandals, performing Dhunuchi Naach, the quintessential dance and sharing Cadbury’s joy.
• Swastika Dutta, Darshana Banik, and Susmita Dey participated in the vibrant tradition of Sindur Khela, redefining festive sweetness with Cadbury Celebrations.
• Sandipta Sen, Ditipriya Roy, Arjun Chakraborty, and others personalised Bijoya Dashami, the culmination of Durga Puja, by gifting Cadbury Celebrations to loved ones, spreading joy and gratitude.

The campaign didn’t just stay on-ground — it took over the digital space with compelling content that resonated with millions and created a buzz on social media. Celebrities shared emotional videos of gifting Cadbury Celebrations, inspiring fans to recreate the magic, and heart-warming moments of Pujo were amplified across anandabazar.com and influencers’ social media handles on Facebook and Instagram.

Finally, #MishtiWithCadbury was a campaign hashtag that turned into a movement, with people sharing their own sweet Pujo moments.

The sweet impact 

With a seamless blend of on-ground activation, digital storytelling, and influencer marketing, we successfully made Cadbury Celebrations a modern-day Mishti, strengthening its emotional connection with Durga Pujo.

It helped increase brand relevance during Durga Pujo, expanded engagement through celebrity-led campaigns, and created high social media reach via digital storytelling and user-generated content.

Durga Pujo is all about keeping traditions alive while embracing change — and Cadbury Utsaver Mishtimukh did just that. With chocolates replacing traditional sweets in Mishtimukh moments, a new Pujo tradition has been born.

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