Cadbury Celebrations is a range of chocolates specifically designed for gifting. Even though occasion segmentation is primarily used one has to say that it is a mix of two segments occasion as well as lifestyle. Distributing sweets is a ritual which tends to contribute a life style.
The new TVC of Cadbury Celebrations 'Is Tyohaar Diwali Khushiyan Le Chalo', the company emphasizes the importance of Cadbury during Diwali. The TVC also touches the emotions which makes it more close to the consumer heart.