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‘Opportunity is in the smaller cities:’ Cadbury’s Kripalu

Cadbury India’s journey has had its shares of ups and downs. It’s not difficult to figure out the lows; the 2003 worm controversy would probably win hands down but the highs have been many. Cadbury's relationship with its creative agency O&M being one of them. Anand Kripalu, MD, Cadbury India (pictured, left) credits the success of their communication over the years to the fantastic relationship that they share with the WPP agency.