The plan was to position Cadbury Fuse as the go-to solution for hunger. The challenge was Snickers had already grounded itself firmly in the hunger category. The idea was to create a disruptive proposition that became a reason for a top of the mind awareness.

In a series of 3 films written and executed by me, we brought the idea of "Don't go so far for hunger" to life on Youtube. On an average, the films got 20M views.

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