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Tag: Cadbury Dairy Milk

  • Mondelez elevates Nikhil Nicholas to global brand director of Cadbury Dairy Milk

    Mondelez elevates Nikhil Nicholas to global brand director of Cadbury Dairy Milk

    ZURICH: Mondelez International has promoted Nikhil Nicholas to global brand director of Cadbury Dairy Milk, placing him in charge of one of the confectionery giant’s most prized assets. He will be based in Zurich.

    Nicholas, who has spent more than 16 years at Mondelez, was most recently global marketing manager for Cadbury. His career has taken him across Mumbai, Kuala Lumpur and Zurich, spanning sales, innovation and category leadership. He has been closely associated with Cadbury Dairy Milk Silk and chocolate innovation in Asia-Pacific, as well as leading marketing for South East Asia.

    Starting out in customer development and sales roles in India, he steadily climbed through the ranks, moving into brand management in 2013. By 2019, he was senior marketing manager for equity and innovation in South East Asia, before taking on the region’s chocolate marketing lead. In 2023, he shifted to Zurich to handle global duties.

    The promotion cements his role as the custodian of a brand that has defined affordable indulgence for generations and remains central to Mondelez’s global chocolate portfolio.

  • Strong 11-brand sponsor lineup fuels Colors’ new weekend reality offering – Pati Patni Aur Panga

    Strong 11-brand sponsor lineup fuels Colors’ new weekend reality offering – Pati Patni Aur Panga

    MUMBAI: For over a decade, Colors has stood as a pioneer in homegrown non-fiction entertainment, consistently creating original formats that redefine family viewing in India. Building on this legacy of relatable, impactful storytelling, the channel is set to premiere its new weekend primetime reality format, Pati Patni Aur Panga, on Saturday, 2 August 2025. The excitement is already translating into strong advertiser confidence. With 11 sponsors across television and digital platforms, the show is one of the most commercially promising non-fiction launches of the year.

    Leading the sponsor lineup is Nivea Body Milk as the Presenting Sponsor, with Sugar Free Green, Rajdhani Besan, Cadbury Dairy Milk, Pour Homme and ENVY joining as Co-Powered Sponsors. Vikram Tea, Colgate, Catch, and Giva have come on board as Special Partners, while Zouk adds to the strong roster as the Associate Partner. This impressive sponsor response underscores the strong market momentum and brand confidence surrounding the show.

    “Colors is a non-fiction powerhouse, consistently delivering engaging home-grown non-fiction formats that strike a chord with viewers across the country.Our focus has always been on creating formats that bring families together and keep audiences engaged weekend after weekend. Pati Patni Aur Panga builds on this tradition with a unique blend of authenticity and entertainment. For brands, it offers family-inclusive weekend viewing, prime-time stickiness, and high-impact integrations across TV and digital.The perfect festive-season alignment, ensuring maximum recall and engagement with viewers across demographics,” said Mahesh Shetty, Head of Revenue, Entertainment, JioStar.

     

  • Cadbury’s latest ads serve up a sweet lesson in inclusion with ‘Chaaklet’ and ‘Little Little’

    Cadbury’s latest ads serve up a sweet lesson in inclusion with ‘Chaaklet’ and ‘Little Little’

    MUMBAI: Mondelez’s chocolate giant has done it again. Working with creative powerhouse Ogilvy, Cadbury has unleashed two delicious new digital films that are more than just ads – they’re mini-masterpieces stirring up conversations across the nation.

    The two spots – ‘Chaaklet’ and ‘Little Little’ – tackle exclusion head-on with a dollop of sweetness that’s becoming the brand’s signature style.

    ‘Chaaklet’ serves up a refreshing twist on college ragging culture. When a fresh-faced newcomer offers his seniors a bar of what he nervously calls “chaaklet,” viewers brace for the inevitable bullying. Instead, the lead senior breaks into song, declaring “teri chaaklet, meri chocolate. Meetha toh meetha hain na?” before pulling the lad into a warm embrace. Talk about turning toxic traditions on their head!

    The second film, ‘Little Little,’ tackles the north-south divide with equal panache. When a Tamil-speaking Mrs Iyer moves north and apologetically admits “My Hindi. Thoda. Thoda,” she’s initially met with side-eye from her new neighbours. The ice breaks when one woman shares gossip about her husband in equally broken English – “Husband going going gone. I chilao. Sorry ha..my English Thoda, Thoda” – sending the group into fits of laughter.

    Mrs Iyer’s response? A piece of Dairy Milk and the perfect line: “Thoda thoda. But very sweet.”

    Both ads wrap with the punchy tagline “Kuch Achcha ho jayein. Kuch Meetha ho jayein” (Let something good happen. Let something sweet happen).

    Chrome Pictures’ director Amit Sharma has crafted these 85-second nuggets of storytelling gold, working with Ogilvy’s creative team led by their CCOs  Sukesh Nayak, Kainaz Karmakar and Harshad Rajadhyaksha.

    These films prove once again that Cadbury knows how to melt hearts – and perhaps sell a shedload of chocolate in the process. In a market where brands often stumble when tackling social issues, Cadbury has taken a bite out of prejudice and made it taste surprisingly sweet.

     To watch the Chaaklet  film click here

    To watch the Mrs Iyer film click here

    The credits for the two films: 

    CCOs, India: sukesh nayak, Kainaz Karmakar, Harshad Rajadhyaksha

    ECDs: Srijan Shukla, pratheeb ravi

    Creative Team: Pritam Singh, Rutuja Mali, Anubhav Rattan, Sanjana Dora, Madhusri Suresh, Prajakta Mhatre, Aarushi Redij, Gia Badami

    President & Head of Office (Mumbai and Kolkata): Hirol Gandhi

    EVP, Account Management: Abhijit Dube

    Account Management Team: Parshuram Mendekar, Manseerat Kaur Sethi, Deeksha Chaturvedi, Mehak Bhardwaj
    Deputy CSO, India: Ganapathy Balagopalan

    EVP, Brand Planning: Bhakti Malik

    Brand Planning Team: Nikhil Chinnari, Paakhi Jhamb

    Team Cadbury CDM: Nitin Saini, VIKRAM KARWAL, Anjali Krishnan, Sushma Baralay, Vinay Pingle, Harshdeep Singh, Ritwika Sengupta, Rajat Handa, Yash Desai

    Production House: Chrome Pictures Pvt. Ltd. Pictures

    Director: Amit Sharma

    Producer: Abhishek Notani

    Media Agency: Wavemaker India

     

  • Cadbury Dairy Milk honours off-screen heroes with #ThankYouFirstCoach

    Cadbury Dairy Milk honours off-screen heroes with #ThankYouFirstCoach

    Mumbai: Cadbury Dairy Milk pays homage to the unsung heroes behind the success of our beloved cricket stars with its #ThankYouFirstCoach campaign. Through a 2-part series of heart-touching films, the campaign shines a spotlight on the mentors aka our beloved cricketer’s first coaches who were the first ones to recognize and nurture their talent from grassroots to grandeur.

    Echoing the brand’s purpose of generosity, Cadbury Dairy Milk’s #ThankYouFirstCoach campaign features the coaches of celebrated cricketers Surya Kumar of Mumbai Indians (MI) and KL Rahul of Lucknow Super Giants (LSG), depicting their heartfelt tributes to their first coaches, who played pivotal roles in shaping their careers. From the vibrant streets to the electrifying stadiums, these films capture the profound gratitude and emotion exchanged between players and mentors. The campaign also encourages fans to participate by expressing gratitude to their own first coaches, highlighting the transformative power of appreciation in nurturing talent and fostering aspirations.

    Over the years, Cadbury Dairy Milk has built on its core guiding principle of evoking generosity by regularly shining a spotlight on often unnoticed or unacknowledged people in society. As #ThankYouFirstCoach sweeps across the nation, Cadbury Dairy Milk invites everyone to share in the sweetness of gratitude and recognize the profound impact of first coaches in shaping the future of cricket.

    Commenting on the campaign, Mondelez India VP of Marketing Nitin Saini said, “Over the past few years, the marriage between cricket and generosity at the back of impactful story-doing has driven strong consumption growth and saliency for our brand. And the aim is to only accelerate this journey in 2024 with Cadbury Dairy Milk’s #ThankYouFirstCoach campaign epitomizing the brand’s purpose of ‘generosity’. Through this emotional odyssey, we not only celebrate the transformative power of gratitude but also champion the profound impact of these guiding lights in shaping dreams and fostering talent- the first risk-takers, the first believers, the first mentors. As we honour the silent architects behind cricket’s success stories, we invite everyone to join us in this heartfelt tribute, embracing the sweetness of appreciation and the joy of acknowledging those who paved the way for greatness.”

    Ogilvy India chief creative officer Sukesh Nayak added “Cadbury Dairy Milk has been using the biggest cricketing event in the country, IPL, to shine the spotlight on those important aspects of the game that don’t get the due recognition. This year it’s the first coaches of the stars of cricket. Our starting point was a simple question, when fans cheer for the players every time they play their famous shots, do they really know who would have helped them develop that shot before they become popular? We simply wanted to acknowledge these GURUs of the game and nudge the country to thank them for their contribution towards the game, moreover towards turning our favourite players into stars.”

    Wavemaker India chief client officer & office head, West, North & East Shekhar Banerjee mentioned “Cadbury Dairy Milk’s latest campaign stands as a testament to the often overlooked heroes behind our cricketing legends—their first coaches. Through this campaign across multiple touchpoints and unique partnerships, we are dedicated to bringing in the limelight to these unsung heroes who shaped our cricket stars. Watch out as we unveil this heartfelt tribute to the first coaches during this highly anticipated IPL season.”

    As part of the campaign, special jerseys are being designed for these mentors, honoured with the names of their star pupils from Mumbai Indians and Lucknow Super Giants.  In addition to this, Cadbury Dairy Milk has introduced special packs that allow fans to join the #ThankYouFirstCoach movement, serving as a tangible symbol of gratitude for their own mentors. Furthermore, as a gesture of appreciation, the brand is extending an exclusive invitation to the first coaches of every IPL player to join them in the family box during matches. Here, cricketers will have the opportunity to publicly acknowledge and thank their coaches, symbolically bowing to them in recognition of their invaluable contribution to their journey. This unique experience not only celebrates the unsung heroes of cricket but also fosters a sense of connection and gratitude within the sporting community.

  • Cadbury Dairy Milk’s #SitTogether unites hearts over cricket

    Cadbury Dairy Milk’s #SitTogether unites hearts over cricket

    Mumbai: As the excitement surrounding the upcoming ICC Men’s Cricket World Cup 2023 begins, Cadbury Dairy Milk is thrilled to unveil its heartwarming campaign, #SitTogether. Bringing alive the brand’s purpose of generosity and rooted in the profound belief that the joy of cricket should be a shared experience, the campaign invites everyone to extend a hand of camaraderie and togetherness. In a world where power distance often separates individuals, #SitTogether encourages people to transcend these divides by embracing the simple act of sharing their love for cricket. It is a poignant reminder that a match day holds equal significance for everyone, regardless of their roles.

    Mondelez India vice president of marketing Nitin Saini said, “We are excited to launch our campaign #SitTogether ahead of the World Cup, inspiring people to experience the joy of cricket together and foster a sense of togetherness and shared happiness. We truly believe that the excitement of big match days is universal, regardless of people’s backgrounds or jobs. With this campaign, we urge consumers to join us and make this year’s match viewing moments truly inclusive and meetha (sweet) for all.”

    Ogilvy India chief creative officer Sukesh Nayak mentioned “The love for cricket unites us all, when we are down, we pray together, when we win, we celebrate together. So then, why not watch it together too? Building on our generosity platform, we are very excited to have created #SitTogether, a digital platform to enable people to watch the match from the stadium with a member of their staff. This is a human idea that will help foster a true sense of togetherness and happiness this Cricket World Cup.”

    Wavemaker India’s chief client officer & office head: North, West and East Shekhar Banerjee further added, “With the cricket world cup happening in India, we have been able to unlock an unprecedented opportunity that will help us melt the implicit power distance in India. In partnership with ICC and Star Sports, we have created a platform for audiences to #SitTogether and experience the game live. This platform is helping us create a symbolic gesture that can inspire the population to inculcate a sense of togetherness.”

    Additionally, ICC chief commercial officer Anurag Dahiya said, “ICC is thrilled to collaborate with Cadbury Dairy Milk for the Cadbury #SitTogether campaign, which combines the unique Indian passion for cricket with the national pride of all competing nations to create an unrivalled global sporting occasion. This partnership celebrates the incredible power that the World Cup has in uniting nations and fans across different cultures.”

    #SitTogether will also be amplified via multiple media touchpoints, including TV, OOH advertising, social media, and influencer partnerships. The brand will also leverage cricketing platforms and mobile publishers to engage the audience in unique and memorable ways. Additionally, Cadbury Dairy Milk will enable and facilitate #SitTogether experiences at stadiums, fan parks, live screenings in societies, et al. 

  • Cadbury introduces Madbury 3.0, a campaign innovated by its consumers

    Cadbury introduces Madbury 3.0, a campaign innovated by its consumers

    Mumbai: Under the Madbury campaign, Mondelez India has introduced two new limited-edition flavours created by the consumers.

    After winning consumer hearts throughout the country during the last two editions in 2021, the brand was on the look-out for the most unique combinations with Cadbury Dairy Milk that represented “Meethin Yaadon Se Bani Yeh Cadbury.” The brand has selected two winning flavours, ‘Crispy Rabdi’ and ‘Crunchy Cola,’ after rigorous consumer testing.

    The launch of the winning flavours will be amplified through digital films, outdoor and print.

    The campaign secured over 3.2 million entries from consumers from over 5,000 locations across the country. The participants were allowed to choose from 100 ingredients across eight categories, and crispy rabdi, biscuit tea, crunchy cola, tiramisu, and banoffee were just some of the delectable combinations tested before announcing the winning flavours.

    ‘Crispy Rabdi’ is a perfect blend of authentic rabdi flavour with crispy butterscotch nuts, and ‘Crunchy Cola’ is a fizzy cola flavour with crunchy Cadbury Gems, created by Omkar Madhav Awate from Pune and Mughda Satish Kulkarni from Ahmednagar, respectively, made the cut from millions of entries.

    Speaking of this democratic campaign, Mondelez India vice president – marketing Anil Viswanathan said, “At Mondelez India, we believe there is an innovator hidden inside every Indian, and with each edition of the Madbury campaign, we aim to shine a spotlight on such unique creations and the nation’s increasing appetite for experimentation. As a brand that is constantly on the look-out for new ways to engage with our consumers, “Meethin Yaadon Se Bani Yeh Cadbury” has proven to be the perfect gateway of innovation powered by nostalgic memories and a way to truly be a part of the Cadbury Dairy Milk family. A campaign ‘of the people, by the people and for the people’, Madbury will continue to provide consumers the opportunity to create a Cadbury chocolate that will satiate the diverse snacking palate of the nation. We are thrilled with the love the campaign has received since its inception, and we look forward to building a deeper bond with our consumers.”

  • Cadbury Dairy Milk evokes kindness and generosity in its new campaign

    Cadbury Dairy Milk evokes kindness and generosity in its new campaign

    Mumbai: Cadbury Dairy Milk has rolled out an all-new campaign in collaboration with Ogilvy. It urges people to treat and embrace others’ happiness and achievements with a big heart. The launch will be supported by a 360-degree communication campaign with amplification across media touchpoints.

    The all-new TVC adds a new dimension to the generosity narrative and nudges people to be there for someone.

    With this development, the brand aims at melting the power distance across varied relationships—one relatable story at a time—and taking the “Kuch Accha Ho Jaye, Kuch Meetha Ho Jaye” story to the next level.

    Staying true to its narrative, Cadbury Dairy Milk has successfully captured the essence of evoking kindness and generosity over the years.

    The heartening one-minute video opens with a politician and his bodyguards rushing to the diyas amid the crowd cheering for him. One of his closest aides is seen checking the time nervously on his duty. Observing this, and much to the viewers’ surprise, the politician asks for his daughter’s roll number. While the bodyguard is left perplexed, he proceeds to check the results on the phone. The politician, realising that she has cleared the entrance exam, offers a Cadbury Dairy Milk, which he specifically carried to celebrate the good news with his bodyguard, and asks him to take the day off and celebrate with his family.

    Commenting on the campaign, Mondelez India vice president of marketing Anil Viswanathan said, “Since 2018, generosity remains an innate part of Cadbury Dairy Milk’s storytelling that continues to connect consumers across all the geographies. Shining a spotlight on the inner ‘acchai’ and keeping purpose at the heart of our messaging, we have rolled out multiple campaigns that celebrate small acts of kindness.”

    Taking a step forward in the same direction, our latest effort reiterates the meaning of “Kuch Acha Ho Jaye, Kuch Meetha Ho Jaye” by urging individuals to share others’ happiness with a big heart and make their “meetha” moments even more special. Built on the simple insight that entitlement can create distance in relationships, we believe that the campaign’s powerful, yet relatable narration will inspire people to look beyond their own realities and create shared moments of happiness,” he added.

    Ogilvy chief creative officer Sukesh Nayak shared, “When we forget our entitlements and treat all as equal and celebrate their happiness as if it is ours, the joy is doubled. This is the thought behind our latest campaign for Cadbury Dairy Milk. This thought beautifully builds on the brand’s ongoing generosity platform. The campaign will have many touch points that will inspire us to join in and celebrate not just ours but others’ happiness too.”

  • Mondelez India gives a ‘bubblegummy’ twist to Cadbury Dairy Milk Silk

    Mondelez India gives a ‘bubblegummy’ twist to Cadbury Dairy Milk Silk

    Mumbai:  Chocolate major Mondelez India has added another product under its premium chocolate segment, Cadbury Dairy Milk Silk Bubbly Bubblegum. As the name suggests, this new entrant from the house of Cadbury Dairy Milk Silk combines bubblegum flavoured pink chocolate with the outer layer of Silk in its patented ‘Bubbly’ shape. 

    The launch is supported by a 360-degree integrated marketing communication campaign titled #BubbledUpWithFun, which includes a TVC and digital film crafted by Ogilvy India that keeps the fun quotient alive.

    “The idea came from the product,” Ogilvy India senior executive creative director Neville Shah said, talking about the brand film. “The pink retro bubblegum world was something we instantly turned to. A love story from the 80s. Music from the 80s. The taste from the 80s. All of which is still so relevant. We even took the 80s to the Silk track. The fun, the pop, and the sweetness of a love story – perfectly created this world.”

    The brand also collaborated with gen-Z celebrity Sara Ali Khan and other social media influencers to create fun Instagram Reels to further bring alive the campaign proposition of #BubbledUpWithFun. This was coupled with impactful in-store visibility and outdoor activation.

    “As a brand constantly mapping evolving preferences, the introduction of the Silk Bubby Bubblegum reiterates our commitment towards creating unique eat experiences in sync with emerging needs,” stated Mondelez India vice president – marketing Anil Viswanathan. “This innovation takes the playfulness of the Cadbury Dairy Milk Silk Bubbly, a notch higher, helping us redefine the chocolate category and provide another indulgent and relishing avatar of the silky, smooth Cadbury Dairy Milk Silk.”

  • Cadbury Dairy Milk sets out initiative for MCA ground staff

    Cadbury Dairy Milk sets out initiative for MCA ground staff

    Mumbai: As the country gears up for the much-awaited cricket season, chocolate brand Cadbury Dairy Milk has partnered with Mumbai Cricket Association (MCA) to celebrate and support the often-unnoticed heroes of the league, the ground staff. 

    This season, the brand has become the official sponsor for the ground staff, and as a part of this initiative, it introduced efforts focused on treating the ground staff at par with the cricketers. “This includes best-in-class travel, accommodation, taking care of their nutritional needs, and providing customised jerseys designed by renowned fashion designer Masaba Gupta, throughout the season,” according to the statement.

    The brand has also extended its collaboration with Mumbai Indians as the official ‘goodness partner’ supporting the initiative.  

    Speaking about the initiative, Mondelez India VP of marketing Anil Viswanathan said they want to support and bring forth stories of these members who tirelessly work behind the scenes. “We hope our initiative acts as a springboard and spreads the message of acknowledging the unacknowledged,” he added.

    “Building further on our generosity platform, this cricketing season we are proud to celebrate the team of ground staff. We are grateful to have them as our team,” stated Ogilvy India chief creative officer Sukesh Nayak.

    “The ground staff are the unsung heroes of cricket, so it was only fair that we now acknowledged the heroes behind this massive event,” commented Wavemaker India’s national director – sports and entertainment partnerships Jigar Rambhia. “The biggest challenge for us, however, was to ensure that they get their dues, while cricket & the players continue to be at the center of this event.”

    “To do this we decided to acknowledge their efforts, where they sweat it out the most, their grounds. From recognising them off-screen to recognising them on screen, we aim to give the people of India a glimpse into the lives of the ground staff, so that when they watch cricket next, they celebrate, both: on-screen and off-screen heroes,’’ he added.  

    “Acknowledging the real heroes behind the scenes is a very generous gesture. Mumbai Cricket Association is delighted to be a part of this never done before heart-warming activity for the ground staff at Wankhede stadium,” the MCA spokesperson highlighted.

  • Cadbury Dairy Milk’s new campaign shows how to turn mundane moments sweeter

    Cadbury Dairy Milk’s new campaign shows how to turn mundane moments sweeter

    Mumbai: With people spending a lot more time indoors, Chocolate brand Cadbury Dairy Milk has rolled out an all- new campaign ‘Fridge Mein Meetha, Toh Ghar Meetha’ that  highlights everyday slice-of-life occasions where consumers open their refrigerators for smaller moments of indulgence.

    The campaign created by Ogilvy India features a series of six relatable nuggets that nudge Indian consumers to stock up their favourite chocolate to make their everyday moments sweeter.

    The ad films capture moments and familiar situations that India has only gotten more privy to in the last two years with the pandemic creating newer snacking occasions. From indulging in the middle of work, midnight cravings to getting over the heat of spicy food or bribing our loved ones with a bar of Cadbury, these shorties seek to strike a chord with every consumer.

    Chilli – https://www.youtube.com/watch?v=QvirZgM7uNI

    Dabba – https://www.youtube.com/watch?v=GylgA1aR6Vo

    Secret – https://www.youtube.com/watch?v=P9OEKiLDM80

    Sorry – https://www.youtube.com/watch?v=wE7H0Cre16I

    Speakerphone – https://www.youtube.com/watch?v=uAiapBnFsKs

    Torch – https://www.youtube.com/watch?v=YARSrZT6Bdo

    “It is a campaign that picks up from how our lives have evolved. Today, we have found the time to discover the moments of joy at home that we didn’t earlier. The in-home consumption focused campaign lands this point beautifully, if there is a Cadbury in the fridge it has the sweetness to make every moment of our lives even sweeter,” said Ogilvy India chief creative officer Sukesh Nayak.

    Commenting on the launch of the campaign, Mondelez India vice-president – marketing Anil Viswanathan stated, “Our latest campaign ‘Fridge Mein Meetha, Toh Ghar Meetha’ spotlights occasions where a bar of Cadbury Dairy Milk can turn otherwise mundane moments to sweeter ones and how these happen every day and in every home. As a snacking leader, we want consumers to stock up Cadbury Dairy Milk in their refrigerators and create category growth opportunities beyond instant consumption. We believe that brands that engage with consumers while they nest at home will have a deeper connection and help build lasting relationships.”

    The media agency behind the campaign, Wavemaker India chief client office and head – West Shekhar Banerjee commented, “We are very excited about this initiative as it unlocks a huge growth opportunity for the category. One of the toughest tasks for marketing is to create new habits and we’ll be putting to test our behavior change framework based on four pillars of Containment, Continuity, Conversion & Content. This is just the start of our journey.” 

    Determined to influence a forever spot for itself in every Indian household, this ‘Fridge Mein Meetha, Toh Ghar Meetha’ ad is set to build a deeper cultural connection through a multi-year high decibel disruptive marketing campaign. Forging a relationship across all generations, the brand has planned various touch points- advertisements, pack interventions, interactive online and offline retail strategies, digital etc.