Cadbury unites people from different parts of the country to co-create India's next Madbury

The 4th edition of the campaign allows consumers from across the country to collaborate and integrate their select ingredients.

Mondelez India, the makers & bakers of some of India's leading snacking products, unveiled the fourth edition of Madbury - Madbury Duet. With the last version of the campaign securing 3.2 million entries from 5000 locations in the country, Madbury has successfully won the hearts and tastebuds of consumers for three years. This year's Madbury blurs borders as consumers from across the country embark on this one-of-a-kind culinary journey of creating their own Cadbury, but with a twist of Duet!

Adding flavours of collaboration and technology, the 4.0 version of the brand's campaign is pairing up two users from anywhere in the country to come together and create their version of Cadbury Dairy Milk. The campaign further underlines the brand's promise to stay consumer-centric and provide Cadbury fans with newer, unique eat experiences.

Nitin Saini, vice president - marketing,...