Cadbury’s Dairy Milk Sugar-less variant launched last month has begun to making its presence on OOH in promotional campaigns. The product launched in UK and India simultaneously obviously seeks to attract health-conscious consumers with vibrant brand color painted static formats.

Spotted by Media4Growth at DMRC stations in Delhi, the campaign has the brand proposition of ‘30%-less sugar’ highlighted right at the center, with the product as the real hero and carrying the tagline: ‘Wahi Sawad, Wahi Mithas’ (same taste, same sweetness). The campaign occupies prominent media space at different stations including Rajic Chowk and Moolchand in New Delhi.

The Cadbury OOH mandate is handled by Kinetic India.

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