King wanted to establish a stronger presence in the Indian market. I, along with another copywriter, worked together to prepare a comprehensive study based on market research, copy suggestions, and creative ideas for the client to utilize.

The below images showcase one aspect of the research conducted for Candy Crush (CC).

The above comes from lived experience as well as social media listening and Google Trends.

Considering Diwali, for example. By analyzing Google Trends, we can get a better idea about the duration of the 'hype' and also where in India the festival resonates the most. Diwali, of course, is arguably India's biggest festivals, hence the high interest.

But for Christmas, a more niche festival, the interest usually lies in the North-Eastern states, T1 cities, and Goa.

It can be challenging for most non-Indians to wrap their head around all the festivals and diversity of India. Through my research, I was able to give the CC team a clear idea about which festivals are major in India, which festivals are most celebrated in which parts of the country, and the kind of marketing campaigns they could run depending on the festival.