#adofthedau361 Leverages the Indian insight of “Shubh Aarambh” to ritualize small beginnings (first day in hostel) with Cadbury Dairy Milk, building emotional salience and cultural relevance. #emotionalbranding Uses relatable youth setting and storytelling to cue sharing/gifting, increasing first-time trials and word-of-mouth among college audiences. #youthmarketing #communitybuilding Integrates TV and digital to amplify recall and trigger timely consumption moments (admissions, semester starts)