Despite a strong sweet (meetha) market in India, chocolate was seen as a foreign treat that lacked the same popularity. Research revealed that while meetha were enjoyed as part of collective celebrations, such as at festivals and parties, chocolate was seen as a pleasure that was generally enjoyed alone. The solution was to therefore repurpose Cadbury Dairy Milk as meetha, and to communicate this message via television, radio, outdoor, digital and point of sale advertising. The campaign resulted in an increase in revenue and profits, and grew the business from 3% to 23% in seven years