Published Research
The Science of Making India Feel.
emotional resonance in Indian festive advertising confirmed by a 2024 neuromarketing study
Signal
#1
The Study
A 2024 academic study by Nair and Kapoor analyzed Cadbury India's festive campaigns through a neuromarketing lens. Key finding: Cadbury systematically exploits seasonal neural priming. During festivals, oxytocin and dopamine are naturally elevated, making the brain more emotionally receptive. Cadbury's campaigns ride this neurochemical wave at peak impact. The 'Not Just a Cadbury Ad' COVID campaign simultaneously triggered nostalgia, community, hope, and generosity, four positive neural circuits firing at once.
Myelin Sheets Insight
“Your customer's brain is neurologically different during festivals. Are your campaigns timed to the neural moment?”
Research Details
- Tool
- Festive Campaign Study
- Year
- 2024
- Market
- India
Next Step
Translate this research into your own category and creative decisions.
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