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Mondelez India lights up village of diya-makers this Diwali

Diwali cannot be revered in its true sense without illuminating our homes with diyas.

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MUMBAI: Festivals form an intrinsic part of the Indian culture. Mondelez India, with its spirited campaigns, colourful packaging and unique product formats has been at the heart of India’s festive spirit for over 70 years.

This year, Mondelez India brings alive the joy of goodness by bringing people together and strengthens relationships with a deep rooted mantra of generosity and making a difference to people’s lives. Just like no festival is complete without celebrations, Diwali cannot be revered in its true sense without illuminating our homes with diyas.

Surchand in Rajasthan is a village famously known as the village of diyamakers, while they have been lighting up our lives for 50 years, they themselves continue to live in darkness; until recently, when Mondelez India decided to install solar panels at their homes, ensuring that Diwali, the festival of lights holds true for every house in Surchand.

Mondelez India director of marketing (Chocolates) Anil Viswanathan says, “Cadbury is a brand built on the founding principle of goodness and generosity. The initiative reminds us of how any act of kindness, however small, can bring joy to people around you, thereby building on our strong proposition of ‘Kuch Achha Ho Jaaye, Kuch Meetha Ho Jaaye’. This Diwali, we hope to celebrate the generosity in everyone, showcasing how such moments go on to strengthen human relationships.”a

"Brand speak is no longer enough. If you really want to be a brand that matters, you have to be a brand that does. Cadbury has always had generosity at its core. So when Diwali came around, we discovered this village that makes diyas for a living, but doesn’t have electricity for most of the day. The irony was obvious. And the solution was too. What if we could light up their lives, the way they light up ours? From there it was only getting it done that was the hard part. And their reactions were totally worth the hard work,” adds Ogilvy & Mather executive creative director Neville Shah.

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