AI, creators, and cohorts: Inside Mars Wrigley’s media strategy shift

There are multiple Indias. The top 10%—about 150 million people—exhibit repertoire behaviour in chocolate. They'll buy for themselves, kids, gifting, and hunger. Mars plays well there with premium formats like Galaxy Fusions, Bounty and Twix, the confectionery company's India head Nikhil Rao said.

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