Cadbury’s recent campaigns in India have not been directed alone to sell chocolates but to engage its consumers in a social thread with their new interactive media. A website called meetha moments which they’ve been marketing in the Indian advertisements starring Amitabh Bachhan is one such attempt. The reasons for expanding the presence of brand offline and online are more compelling with new competition eying lucrative Indian markets. American confectioner Hershey’s will start production in India in early 2008. Cadbury’s attempts are laudable and in line with the efforts of its parent company elsewhere. Similar sites are being marketed in other markets of Cadbury Schweppes and celebrate everything is another such attempt in New Zealand with strong focus on celebration season. The Cadbury website for the European markets is dotted with elves and it seems it is directed more towards children than their parents. It won’t be wrong in saying that Cadbury is betting high on interactive media for its chocolaty future.