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Tag: Anil Viswanathan

  • Mondelez India names Nitin Saini as VP of marketing

    Mondelez India names Nitin Saini as VP of marketing

    Mumbai: Mondelez India has appointed Nitin Saini as vice president of marketing. Nitin will be based out of the company’s headquarters in Mumbai and will be responsible for spearheading the marketing initiatives of the company. Prior to the current role, he served as vice president for the Oreo business, Mondelēz International in the US.

    He will be succeeding Anil Viswanathan, who has been elevated as managing director, Vietnam, Southeast Asia, Mondelēz International.

    Nitin started his career as a management trainee in India and has been a part of the Mondelēz team for 19 years in India, holding regional and global roles across sales and marketing.

    In India, he worked in marketing and sales teams across different portfolios, building experience across brands, categories, and sales verticals. He then moved to a regional marketing role in the Asia Pacific Region and was further elevated to a global role, looking after the Oreo brand, where he helped deliver double digit growth for Oreo, with the brand winning the ‘Kantar-Brand of the Decade’ award at Cannes.

    As the Global Brand director for Oreo, Nitin led Oreo to its best-ever performance across the globe while also crafting the long-term growth strategy for the brand. In his most recent role, Nitin was leading the Oreo portfolio for the US Business unit while being part of the Marketing Leadership team of the BU. Nitin returns to the India business after over three years.

    As VP of marketing for India, Nitin will be a part of the Mondelez India leadership team and will drive the consolidated snacking strategy with holistic management of all marketing levers, including insights, analytics, equity, innovation, and activation, in line with Mondelez International’s “Local first, but not Local only” approach to business.

  • Cadbury Dairy Milk partners with Mumbai Indians to spread sweetness

    Cadbury Dairy Milk partners with Mumbai Indians to spread sweetness

    NEW DELHI: Cadbury Dairy Milk has partnered with Mumbai Indians as their official Goodness Partner to spread the message of acknowledging the unacknowledged with the “#SayThankYou” initiative.  As part of this initiative, the brand will double the total runs scored in all Mumbai Indians matches to provide health insurance for daily wage earners through its NGO partner Nirmana.

    Commenting on the partnership Mondelez India senior director marketing (chocolates), insights & analytics Anil Viswanathan said, “As an optimistic and progressive brand Cadbury Dairy Milk has always believed that a little bit of generosity can go a long way, and often, it’s the smallest gestures that have the biggest impact. This year has made us all realize the value of the people that run our cities, societies, lives and this has been the core thought behind the brand’s #SayThankYou campaign. Cricket being one of India’s biggest passions, we wanted to use the platform of T20 to inspire our consumers to 'Say thank you to those who make our lives easier'. So, this season, the total runs that are scored in every Mumbai Indians match will go beyond cricket. We are very excited to have one of the country’s favorite team, joining us in this journey of acknowledging the unacknowledged and expressing gratitude to those who are working behind the scenes to make the team and its players a success on the field.”

    Read more news on Cadbury

    Cadbury Dairy Milk has been working to acknowledge the unacknowledged by sponsoring health insurance, a critical need for unorganised labour and daily wage earners, through Nirmana. This is a continuation of the Generosity journey where recently Cadbury Dairy Milk has committed part proceeds of its Limited-Edition ‘Thank You’ Bar sale towards this cause supporting insurance for ~17000 daily wagers.

    Read more news on IPL

    Mumbai Indians spokesperson, said “We are extremely pleased to be associated with Cadbury Dairy Milk. At Mumbai Indians, we believe in compassion, gratitude, and togetherness.  The ‘One Family’ ideology of Mumbai Indians reflects the same feeling in true spirit. The ‘Say Thank You’ initiative by Cadbury Dairy Milk is a highly commendable initiative that also resonates with our thoughts. The world is witnessing a very challenging time and it is imperative that we extend care and empathy as a united force to the affected. We hope that through this association, we are able to spread smiles and help the ones in need.”

  • Digital influence in urban consumers rises up to 70%: Facebook India-BCG

    Digital influence in urban consumers rises up to 70%: Facebook India-BCG

    NEW DELHI: Facebook India and Boston Consulting Group have released three new reports that delve into Covid2019-induced changes in the consumer path-to-purchase across mobile phones, apparel, and consumer packaged goods (CPG) categories. The reports are the follow up to the ‘Turn The Tide’ report released last month.

    A key takeaway from the latest reports is that digital influence has increased significantly in urban consumers – up to 70 per cent for mobiles , 55 to 60 per cent for apparel, and up to 20-25 per cent for non-food CPG categories.

    There are three kinds of consumer trends that we are witnessing that have made the smartphone even more central to our lives – reversal of past trends such as bringing the outside in-home through virtual experiences, acceleration of past trends leading to stronger adoption of digital and online, and formation of new habits such as DIY.

    The findings were revealed during a virtual event and panel discussion attended by several leaders of India Inc, and saw businesses such as Samsung India, Mondelez India, and Big Bazaar, all of which have deep offline retail networks, throw light on how they’ve leveraged digital in these times.

    Said Facebook India director and head, global marketing solutions Sandeep Bhushan, “We know that digital influence has significantly increased across the path-to-purchase – up to 70 per cent some categories. We are now seeing businesses convert this increased digital influence into tangible business outcomes. A significant digital acceleration has happened on the back of social media, and with 400 million+ Indians connected on the Facebook family of apps in India, we play a consequential role in the consumer journey. The opportunity for businesses now is to adopt new solutions that are now available, across the funnel – replicate in-person experiences by bringing alive virtual experiences, focus on efficiency and truly incremental outcomes by platform, and leverage friction-less ways of staying in touch with the consumer in times of physical distancing.”

    The reports also points out that some of these trends are here to stay even beyond the pandemic. 90 per cent of consumers who have purchased apparel online during the lockdown show willingness to continue. Within CPG, this figure is 80% for food related sub-categories, and 84 per cent for non-food related sub-categories. Furthermore, the reports reveal that people intend to explore online channels a lot more for purchasing smartphones, consumer packaged goods, and apparel in the coming six months. For instance, 55 per cent intend to increase online spends for mobile phones in the next six months.

    Boston Consulting Group, managing director & partner Nimisha Jain said, “Across mobile, apparel and CPG, we are observing changes in how and what consumers buy. We expect the online sales market for mobiles to touch 45 per cent in the next 2 years. 8 in 10 consumers are avoiding going out, which will lead to casualization of wardrobes. Nearly one in two consumers plan to increase spend on heath and immunity related food products. 70 per cent urban consumers for mobile and 55-60 per cent  for apparel will be digitally influenced. It’s critical that brands amp up their digital engagement and customise their proposition to win in the new normal”

    How Leading Brands Are Building For The New Path-To-Purchase

    Samsung India senior vice president Asim Warsi said, "As India's largest consumer electronics company, we have taken the onus to create new shopper journeys to aid physical distancing by leveraging our digital technologies with our deep retail presence in India. Facebook is our partner in this journey of helping our retail channel discover and target local consumers digitally. In addition, we have enabled consumers to purchase our mobile and electronic products online, whilst getting the deliveries offline from their neighborhood Samsung retail stores. Also, we are now delivering our financing solution – Samsung Finance+ – to the consumers' doorsteps. These digitally forward initiatives have helped us make a sharp recovery post lockdown.”

    Mondelez India director-marketing (chocolates) Anil Viswanathan said, “At Mondelez India, we understand the role our products play in our consumers’ life. While essential items continue to remain a key priority amongst consumers, in home snacking has come to take precedence as part of the ritual of spending more time with family or with oneself. Amplified social media influence has also triggered a trend wherein homebound consumers are now increasingly looking at ways to indulge in or create at home moments and in doing so they are predominantly relying on trusted brands like Cadbury, Oreo, Tang etc., which represent superior quality and the assurance of safety amid these uncertain times. Understanding that time and safety are the essence of the moment, we are leveraging all existing channels, and experimenting with new ones ala Direct to Consumer to serve our consumers. The key is to continue to remain agile and adapt to the changing requirements of our consumers and to facilitate ease of service across channels.”

    Three Steps Business Can Take Across The Funnel To Build For The Increasing Digital Influence:

    Leveraging the cross-industry experience and consumer understanding of Boston Consulting Group and Facebook India, the report also lays out recommendations for mobile, CPG and apparel businesses to explore along the new path-to-purchase. Examples highlighted below.

    Pre-Purchase: 

    o   Create digital experiences and influence to replicate in-person experiences: Due to physical distancing, less number of people are likely to walk into a store, experience the product, and make a consecutive purchase. Therefore, more virtual experiences need to be built for the remote living reality.

    Brand example: Recently Samsung partnered with Facebook to train offline retailers to go digital in a big way. In the first phase, Samsung and Facebook have already trained more than 800 offline retailers, with more training sessions lined up in the coming weeks. The training is focused on enabling offline retailers build a digital presence through the Facebook family of apps, making their business known locally, and building credibility among the local population by setting-up their business pages and accounts on Facebook, Instagram and WhatsApp. As a result, the offline retailers are likely to witness a growth in their business as they discover more local consumers online.

    Purchase:

    o   Relook at media mix model urgently to build efficiency in acquisition: As businesses, and especially those with traditional product categories, start spending more online, they would feel the urgent need to understand truly incremental outcomes by platform as well as cross-platform efficiency. This would increase the need for industry-leading digital measurement standards.

    Brand example: Cadbury 5 STAR ran Facebook and Instagram video ads in 2019, and saw*:

    o   2.6X return on ad spend from Facebook as indexed to TV

    o   1.8X return on ad spend from Instagram as indexed to TV

    o   5.8X return on ad spend from short video ads on Facebook and Instagram

    o   1.3X higher return on ad spend from ads with upfront branding

    *As per custom mix modelling (CMM) by Nielsen

    With the rise in demand for in-home snacking during lockdown, Cadbury Chocolates leveraged their website to bring consumer's favorite snacking brands right to their doorstep. Both Facebook and Instagram were instrumental in getting the message across. Cadbury Chocolates witnessed 1.2x return on investment as a result of this.

    Post-Purchase

    ·       Stay connected with your consumer in times of physical distancing: In times of physical distancing, it’s essential to stay in touch with the customer and continuously eliminate friction in the path-to-purchase. Consequently, conversational marketing digital solutions driven by WhatsApp, Facebook Messenger, and digital CRM tools can prove to be very effective to engage the consumer with value-driven outreach after the purchase has taken place.

    Brand example: With increased digital adoption (recharges, bill payments etc.) amongst the telecom customers, Vodafone Idea Limited (VIL) launched a WhatsApp chatbot to cater to consumer's needs

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  • Cadbury Dairy Milk replaces logo with ‘Thank You’

    Cadbury Dairy Milk replaces logo with ‘Thank You’

    MUMBAI: Leading snacking company Mondelez India has launched a limited-edition Cadbury Dairy Milk ‘Thank You’ bar in recognition of the generous spirit of the country’s unsung heroes during these difficult times. It is the first time since the nation’s favorite chocolate bar hit the shelves in India over 70 years ago that Cadbury Dairy Milk has replaced its logo with the words ‘Thank You’.

    These bespoke chocolate bars will spread the spirit of gratitude across the country to each and everyone who are tirelessly and generously continuing to work, to support us all during this unprecedented time.

    Mondelez India commits a part of the proceeds from Limited-Edition ‘Thank You’ Bar sale towards health insurance policies of the daily wage earners, via a partnership with Nirmana, an NGO that works with the unorganized sector.

    Anil Viswanathan, director – marketing (chocolates), Mondelez India, said: “Cadbury Dairy Milk as a brand, believes that if there’s one thing that can shine a beam of light, in tough times like these, it is generosity. As India’s most trusted brand, we understand the special role Cadbury Dairy Milk plays in the lives of our consumers. We felt a sense of duty as we created a pack innovation that represents the nation’s sentiment. The current unprecedented situation has made us all realize the value of the ones that run our cities, societies and lives. This launch serves as a small tribute for their enormous efforts and only begins to express our collective thanks to these unsung heroes.”

    To celebrate the linguistic diversity across India, the Cadbury Dairy Milk ‘Thank You’ bars will be launched in eight different languages – English, Hindi/Marathi, Gujarati, Bengali, Tamil, Telugu, Kannada and Malayalam, to deliver the message of gratitude and support from each and every one of us.

    Cadbury Dairy Milk ‘Thank You’ bar will be priced at Rs 40 for 50 grams and will be available as a choice alongside other Cadbury Dairy Milk price points across all retail channels.

  • This Valentine’s Day, Cadbury Dairy Milk Silk urges consumers to go beyond their limits

    This Valentine’s Day, Cadbury Dairy Milk Silk urges consumers to go beyond their limits

    MUMBAI: Cadbury Dairy Milk Silk and Valentine's Day have a strong relationship going for almost a decade. CDM Silk has, over the years, helped many young and old to communicate their true feelings to their significant other with the very simple "Say it with Silk" approach during Valentine's Day.

    Having journeyed with the consumers, making each Valentine’s Day special, it was time for the brand to move the love game a notch up. "How far will you go for love?" was conceived to nudge Gen Z to try and go beyond the usual and make it special for their partner this Valentines. 

    This year’s Cadbury Dairy Milk Silk Valentine's Day campaign has at its heart a video along with high impact outdoors, digital and in-store promotions, etc. 

    Commenting on the strategy for this Valentine’s Day, Mondelez India director marketing chocolates Anil Viswanathan: “We have received great admiration with the Pop Your Heart campaign over the couple of years and we are thrilled to take it into its third year. As leaders of the chocolate category in India, we attempt to identify new occasions and offer innovative ways for customers to convey their emotion with our products. These simple yet impactful ways help us to stay connected with our consumers. We hope our new heartwarming film and other exciting bundle on eCommerce will urge our consumers to go beyond their limits, for their loved ones, this Valentine’s Day.”

    According to Ogilvy India senior executive creative director Zenobia Pithawalla and executive creative director Mihir Chanchani: “The task was to make Cadbury Dairy Milk Silk Heart Pop an integral part of every couple's Valentine Day Celebration. To do so, in our film the protagonist creates a magical moment which sets as a perfect background for the heart pop moment. Our film ends on question How far will you go for love?”

    Ogilvy India head of strategic planning Ganapathy Balagopalan: "We discovered young people don't do enough to show the special someone in their life how they truly feel about them. This campaign encourages them to go the extra distance and make the special someone in their lives feel truly special on Valentine's day. It sharply positions the brand as a romantic symbol and has the potential to turn it into a cultural icon.”

  • Cadbury Dairy Milk Silk ropes in millennial heartthrob Kartik Aaryan

    Cadbury Dairy Milk Silk ropes in millennial heartthrob Kartik Aaryan

    MUMBAI: Cadbury Dairy Milk Silk, India’s favourite premium chocolate brand ropes in new-age Bollywood actor, Kartik Aaryan, as the new entrant into the Silk family. The heartthrob of B town who has been storming the box office with a series of romantic comedy blockbusters fits in perfectly with the brand’s romantic appeal. His consistency matches the brand love that Cadbury Dairy Milk Silk enjoys and both will be a win-win together.

    Commenting on the association, Mondelez India director – marketing (chocolates) Anil Viswanathan said, “Ever since we launched, Cadbury Dairy Milk Silk has grown to be one of our most successful chocolate innovations in the country and has played a lead in the premium segment, offering the consumers a unique and indulgent experience. We believe that our association with Kartik Aaryan will further help in strengthening our connection with the youth, taking Silk’s appeal to the next level.”

    On becoming a part of the Silk family, Kartik Aaryan, said, “I am extremely excited about this association. I love playing romantic fun-filled characters and am looking forward to partaking in yet another refreshing and romantic journey with the iconic Cadbury Dairy Milk Silk.”

  • Cadbury Dairy Milk’s ‘Purple Heart’ Campaign Takes on Cyber Bullying

    INDIA 2019 : Cadbury Dairy Milk, India’s favorite chocolate brand, recently announced the launch of #HeartTheHate campaign, against Cyber-Bullying in the run-up to this year’s Friendship Day.

    Commenting on the launch of this unique campaign, Anil Viswanathan, Director – Marketing (Chocolates), Mondelez India, said, “Cadbury Dairy Milk as a brand, believes that if there’s one thing that can shine a beam of light through the cracks in an increasingly divided world – is Generosity. A little bit of generosity can go a long way and often it’s the smallest things that have the biggest impact. Cyber-bullying is something which affects everyone especially young people as they feel isolated and depressed when they are exposed to it. The #Heartthehate Campaign builds on a very simple insight that when friends post something as simple as a purple heart in response to the trolls, young people feel less isolated and hence the impact of online bullying is reduced. This campaign is another small step to create a big impact towards social issues.”

    Increasingly, cyber bullying is becoming a norm, which is a worrying trend across the world. And as per an international survey by Ipsos in 2018, the problem is particularly bad in India, which showed the highest rate of parents confirming instances of cyber bullying. According to the study, 37% of Indian parents admitted that their child was bullied online, especially on social media, with approximately 14% of them reporting that the bullying occurred regularly.
    Cyberbullying Is Most Prevalent in India: Ipsos

    In 2018, a total of 37% of polled parents across India said their child was bullied online, with 14% of that total saying the bullying occurred on a regular basis.

    gular basis.

    However, it just takes one person to stand up against such bullies. When that one person stands up, it encourages significant support from others as well. Conceptualized by Ogilvy India and Facebook, the campaign is based on the idea of friends standing up for each other and expressing solidarity with victims by replying with the ‘Purple Heart’ emoticon in response to every troll comment on the victim’s timeline, along with the hashtag #HeartTheHate. This ‘Purple Heart’ emoticon is present on every keypad in the world making it easy for everyone to use it and be a part of this movement. The idea is to give people a visual device (the Purple Heart) to express their support for the people getting bullied thus resulting in an outpouring of positive emotions and support overriding the negativity created by the abuse of online bullying.

    Cadbury Dairy Milk is encouraging people to unite against cyberbullying and lend support to a friend by posting a purple heart when they come across a troll or a negative comment on social media platforms. The #HeartTheHate campaign is in line with the company’s objective to continue fostering love for Cadbury Dairy Milk by strengthening its generosity narrative.

    Commenting on the campaign, Prakash Nair, Executive Vice President, Ogilvy India said “Today while online/social media has become the youth's hangout place, it is also a place where they face a lot of harassment and bullying. Cadbury Dairy Milk, with its proposition of Kuch Achha Ho Jaaye, Kuch Meetha Ho Jaaye, decided to act on this by arming the youth with a simple weapon to silence the bully – a purple heart emoji. Whenever a friend is getting trolled, all they must do is troll the troller with a purple heart. This simple, generous act of posting a purple heart can help drown out hate comments. Even if one bully is drowned by the purple heart, it will be a worthwhile initiative.

    Commenting on the campaign, Siddharth Banerjee, Director, Global Sales Organisation, Facebook India said “We believe the Purple Heart campaign is a great initiative by Mondelez India to champion social good in India. Using the Purple Heart, an easily accessible emoji, is a very visual and native idea for the youth. Facebook is very proud to partner with Mondelez India and Ogilvy in bringing this cause to life.”

    The campaign will be supported with a digital film, along with an integrated multi-media marketing campaign, which will include influencers engagements and on-ground activations and is being executed with the help of Wavemaker India.

    Please share this Digital Film on your social media platforms and #HeartTheHate

    Agency Details

    Agency: Ogilvy, Mumbai

    Account Management: Prakash Nair, Neha Shah, Navika Jain, Princia Dsouza, Deeksha Chaturvedi, Manseerat Sethi,

    Planning: Ganapathy Balagopalan, Bhakti Malik, Prasidh Dalvi

    Creative: Sukesh Nayak, Neville Shah, Hemant Sharma, Sagar Jadhav, Mahima Kukreja, Rahul Jagtap, Shibumi Desai

    Production House: Caffeine Films

    Director: Abhishek Sinha

    Executive Producer: Shahzad Bhagwagar

    Director of photography: Anuj Dhavan

  • Mondelez India brings Minions cheer to Cadbury Dairy Milk Lickables and Gems Surprise

    Mondelez India brings Minions cheer to Cadbury Dairy Milk Lickables and Gems Surprise

    MUMBAI: Mondelez India has rolled out Cadbury Dairy Milk in Lickables and Cadbury Gems Surprise in association with the Despicable Me Franchise. Showcasing illustrations of the lovable Minion characters, the new Cadbury Dairy Milk in Lickables highlights the Minions range and comes with 55 exciting Minions toys. Cadbury Gems Surprise will also benefit from the Minion makeover.

    This association will be supported with a new TVC along with digital activations, in-store visibility in modern trade and traditional trade stores. The Minions range of Cadbury Dairy Milk in Lickables and Cadbury Gems Surprise are priced at Rs 40 each and are available in all traditional trade & modern trade retail outlets as well as e-commerce sites.

    Commenting on this association, Mondelez India director – marketing (chocolates) Anil Viswanathan said, “We are witnessing great demand for spoonable chocolates, a trend that is catching up swiftly under this segment wherein the toy is an important category driver. Recognising this scope and the consumers’ affinity towards the Minions characters, the association with the franchise is a fitting one. With this association, we endeavour to transcend the brand love of Cadbury Dairy Milk to our donor segment products like Cadbury Dairy Milk in Lickables and Cadbury Gems.”

    This is a part of Mondelez India’s strategy to recruit the future, with the aim of making Cadbury Dairy Milk the first taste of chocolates for Indians. With a strong innovation pipeline and several global firsts, the company has been introducing newer eat formats, catering to the changing consumer tastes and preferences. Cadbury Dairy Milk in Lickables, the company’s made-in-India innovation, which has the delectable Cadbury chocolate in a spoonable format, has been received exceptionally well by all age-segments especially the younger set since its launch in 2017.

    The collaboration between the two brands has been curated by NBC Universal Brand Development Group’s licensing partner, Black White Orange.

  • Mondelez India lets people pop their hearts out this Valentine’s day

    Mondelez India lets people pop their hearts out this Valentine’s day

    MUMBAI: To celebrate Valentine’s Day, Mondelez India amplified its ‘Pop Your Heart Out with Silk’ campaign launching a new heart-warming digital film, ‘Cadbury Silk Unsaid Stories’.

    The TVC opens with a meet-up where members from young to old are shown narrating their love stories, talking about how letting go off that hesitation could have changed the course of their love lives and ‘only if they would’ve expressed to the one they loved, things would have been different.  They receive a bar of the Cadbury Dairy Milk Silk Pop Your Heart Out, nudging them to set aside their hesitation and simply say it with Silk.

    Talking about the marketing strategy for this Valentine’s Day, Mondelez India director, marketing (chocolates) Anil Viswanathan said, “We received an overwhelming response with the ‘Pop Your Heart Out With Silk’ campaign which was introduced last year. With the recently launched Cadbury Dairy Milk Silk Unsaid Stories, Mondelez India takes forward the narrative of breaking the hesitation around the expression of love. As leaders in chocolate gifting, we endeavour to identify new occasions and empower customers to convey the right emotion with our products.”

    Mondelez India has also introduced an ecommerce exclusive Cadbury Dairy Milk Silk Heart Shaped Valentine Gift Pack which contains 2 bars of Cadbury Dairy Milk Silk Plain, 60gm each and 2 bars of Cadbury Dairy Milk Silk Oreo, 60gm each along with a customised greeting card and a photo frame. The classic taste of Cadbury chocolates offer you the reason to celebrate this occasion with your loved one. The limited edition product can be purchased for Rs 650 on Cadbury Joy Deliveries and Amazon.in.

    To scale up the heart-pop initiative and support the digital film and the innovative heart shaped gift pack, Mondelez India has dedicated a 360-degree integrated marketing campaign which includes TV integrations, high impact outdoor activation, on ground, digital and in-store promotions.

    Mondelez India has also partnered with Gully Boy, one of the most awaited movies of 2019 building in co-branded promotions to create high impact digital buzz during Valentine’s Day.

    For this occasion, Cadbury Dairy Milk Silk has taken over 40 Café Coffee Days across Mumbai, Delhi, and Bangalore to create visibility. Apart from this, the brand has also undertaken strategic tie-ups with Amazon Store, PVR Cinemas, Ola app integrations to ensure maximum reach. Creating salience with the product, and taking it to the next level by being present across all youth relevant touch points, like Snapchat, Tik Tok, music apps like Gaana, Wynk, food apps like Zomato and using celeb influencers, is making millions of people Pop their Hearts out!