Cadbury uses different marketing strategies for various Indian festivals. For Diwali it offers free cards, for Raksha Bandhan it allows songs to be made from Rakhi messages, and for Valentine's Day it has a "say it with silk" promotion for love confessions. Cadbury also changes its promotions and added benefits for products between festivals. For example, it focuses on friendship for Friendship Day and tradition-breaking for new beginnings. Through these customized strategies, Cadbury aims to connect emotionally with consumers during celebrations.