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When Saas and Bahu Danced Together: Cadbury's Sweet Revolution On Balconies
October 2015. In a country where daily television soaps had spent decades portraying mother-in-law and daughter-in-law relationships as battlegrounds of manipulation and cruelty, Cadbury Dairy Milk did something radical: they showed them becoming friends. The campaign "Badhti Dosti Ke Naam, Kuch Meetha Ho Jaaye" (To growing friendships, let's have something sweet) would challenge one of Indian entertainment's most enduring stereotypes and prove that chocolate brands could add
Jan 188 min read
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