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Executive Summary Cadbury Dairy Milk Silk, a premium sub-brand of Mondelez India's flagship Cadbury Dairy Milk, executed one of the most deliberate and sustained occasion-ownership strategies in Indian FMCG marketing history. Over more than a decade, Silk moved from positioning itself as an indulgent, self-rewarding chocolate product to becoming the definitively recognized symbol of romantic expression in India — owning Valentine's Day as an occasion with the same strategic c