Cadbury - Dhakey Mosti

Created during my tenure at ABP One, Cadbury Dhakey Masti was a festive engagement campaign built around Cadbury Perk and the unmistakable rhythm of Bengal’s Durga Pujo. The campaign invited consumers to create their own dhak beats and share them, turning a familiar Pujo tradition into an interactive brand experience. Rather than placing the product beside the celebration, the idea gave audiences an active role and encouraged them to create, perform, and participate.
Renowned percussionist Bickram Ghosh brought musical credibility and public appeal to the initiative. His association connected the campaign’s playful format with Bengal’s percussion culture, while Cadbury’s established colors, packaging, and brand cues ensured immediate product recognition.
Print communication built awareness at scale, while on-ground activations brought the idea to life through direct consumer participation. Together, these touchpoints generated festive excitement around Cadbury Perk and made the brand part of the sound, energy, and shared experience of Pujo.