ITV

Tag: Cadbury Gems

  • Cadbury Gems blasts off with a cosmic new ad campaign

    Cadbury Gems blasts off with a cosmic new ad campaign

    MUMBAI: Cadbury Gems, India’s most playful bite-sized chocolate brand, is launching into orbit with its latest campaign, taking fun to a whole new galaxy. True to its tagline, Jitney Colours, Utni Masti, the campaign is a riot of colours, cosmic wonders and pure, unfiltered joy.

    This time, the mischief heads beyond Earth, straight into the vastness of space, where an unexpected adventure unfolds. Bursting with quirky characters, dazzling visuals and a storyline packed with intergalactic excitement, the film is designed to fire up kids’ imaginations—and leave them reaching for a pack of Gems.

    The TVC features a couple of astronauts are out in space repairing a spacecraft when one of them is distracted by a ball of Gems and chases it. He plucks one of the Gems candies from the sphere and lo behold it sets of a chain reaction which leads to the breaking up of a large satellite made up of Gems. The explosion scatters  the little coloured chocolate delights into space to the astronaut’s delights who soaks himself in the shower of the candies.  What makes the film fun for kids, is the background sounds and music that the Ogilvy creative team has used.

    Cadbury Gem new commercial
    Rolling out across TV, digital platforms and social media, the campaign is set to beam its fun-fuelled energy to every corner of the country.

    Mondelez India vice president – marketing Nitin Saini said, “Gems is an iconic brand that has sparked spontaneous masti for over five decades. Inspired by childlike curiosity and imagination, our new campaign brings the colourful Gems buttons to life in a wonder-filled cosmos. We hope consumers enjoy watching it as much as we enjoyed creating it.”

    Ogilvy India chief creative officer Sukesh Nayak, added, “We are thrilled to launch a fun new campaign for Cadbury Gems. The brand stands for an explosion of colours and fun, and this film delivers on all of that and more. Kids everywhere are fascinated by space and its endless possibilities, so we’ve taken that curiosity and turned it into a visual spectacle. The film is bound to strike a chord with kids and could well become one of the most memorable chocolate ads of modern times.”

    To watch the Cadbury Gems space commercial click here.

    With its blend of vibrant storytelling, intergalactic masti and irresistible chocolate, Cadbury Gems is proving yet again that when it comes to fun, the sky’s not the limit—it’s just the beginning.

  • Cadbury Gems empowers kids to create musical masterpieces

    Cadbury Gems empowers kids to create musical masterpieces

    Mumbai: Cadbury Gems, one of India’s oldest and beloved bite-sized chocolate brand, has launched a new campaign with Bollywood powerhouse – Tiger Shroff. One of the best ways children can express themselves and the joy they feel is through dance. However, in a time where age-appropriate music for kids is scarce, Cadbury Gems has created a super easy and fun digital platform that allows children to create their own music.

    As a part of this innovative campaign, the brand has created a microsite – www.cadburygems.in which allows children to create music in easy steps. All they need to do is select atleast three unique Gems buttons on the screen to mix and match tunes of different genres and create a unique music track to dance to. In an added fun element, users who create the best tune will witness Tiger Shroff dance to their tunes. Additionally, there will be weekly winners in the campaign who can win musical instruments.

    The Cadbury Gems #MyMastiMyMusic campaign film showcases today’s reality of children imitating and grooving to music which is not particularly appropriate for their age. It goes on to show a bunch of ‘Gems Kids’ who stop the inappropriate music and instead nudges the viewer to log on to cadburygems.in and create their own music which is suitable for children. It concludes with the announcement of the mega gratification which is Tiger dancing to the best tunes created by children.

    Speaking about this campaign, Mondelez India VP marketing Nitin Saini said, “Cadbury Gems has always been about bringing that child-like masti and excitement to life for all. However, as a brand, we couldn’t ignore that there was not enough music for children to express their happiness and for them to dance to. Leading to conceptualization of #MyMastiMyMusic, which also addresses our brand’s larger objective to empower children to express themselves, be creative and embrace their colourful imagination. Through this innovative initiative, we hope to continue spreading joy, one musical note at a time.”

    Actor Tiger Shroff, talking about this new association, said “I’m so excited to be a part of the Cadbury Gems family! Cadbury Gems is such an iconic brand and always reminds me to have a little fun. I am elated to be associated with them to bring this fun and unique campaign for children everywhere encouraging them to bring out their creative side through music.”

    Ogilvy India chief creative officer Sukesh Nayak said “Today’s kids are exposed to music across genres. And they enjoy it without an understanding of what it means. But is it appropriate for them? It’s no fun to watch kids groove and dance to songs meant for adults. I am delighted to be partnering with Cadbury Gems to introduce a digital platform that not only addresses this problem, but also empowers children to create their own music to dance to.”

    To bring this revolutionary platform to life, Cadbury Gems collaborated with the acclaimed musical director, Sameer Uddin. His expertise and passion for music were pivotal in crafting an engaging and accessible platform that resonates with children of all ages.

  • Cadbury Gems brings in kids from across the nation to celebrate its birthday

    Cadbury Gems brings in kids from across the nation to celebrate its birthday

    Mumbai: Cadbury Gems, one of India’s oldest and much-loved chocolate button brands, hosted a one-of-its-kind virtual birthday party, inviting parents with their kids, from across the country. 

    The celebration was powered through a mobile-friendly interactive microsite that enabled kids to consume entertaining content, while playing micro-games. Cadbury Gems is also partnering with some NGOs to have the event unfolded in a few orphanages and celebrate the day with cakes & goodies.

    With the pandemic and all the restrictions that came with it, kids have missed going to school, meeting friends and most importantly dampened the birthday spirit amongst children, something kids really love and look forward to. Cadbury #GemsBigBirthdayParty gave a chance to celebrate a special day online, said the brand.

    Speaking on the success of the birthday party with Cadbury Gems, Mondelez India senior director – marketing, Anil Viswanathan said, “As a brand that has always been known for bringing alive masti and joy, we wanted to find a unique way to gift kids this experience and not let the pandemic get the better of their excitement. Over the last one year, celebrations have taken newer shapes courtesy the infinite possibilities that digital mediums offer. At Mondelez India, we continue to find these newer avenues of engagement that allow us to create meaningful moments of joy with our consumers.”

    The unique party format not only got the children and their parents to be a part of a world record where thousands of them popped open a pack of ‘More Chocolaty Gems’ at the start of the event, but also engage with favourite animated characters like Chhota Bheem and child YouTube kids’ sensation ‘Aayu and Pihu’. 

    Commenting on the campaign, Ogilvy India, executive creative director, Neville Shah said, “Cadbury Gems is a brand that has stood for masti. And as a brand, we couldn’t just sit back and let one more birthday party be reduced to a simple video call. Especially ours. That’s where the idea stemmed from. The advantage was it was going to be online. We decided this was going to be the biggest, funniest, most colorful birthday party yet. We leveraged technology, made influencers seek invitations and showcased content.”

    Wavemaker India, chief client officer and head – West, Shekhar Banerjee added, “We are in a world where birthday wishes over video calls is becoming a norm, but it is nowhere close to a big birthday party with so many experiences. Our challenge was to make sure we create an experience that is unique for families and their kids, especially those who have missed out on the fun of celebrating birthday parties during the pandemic. The response was overwhelming, lakhs of consumers registered for the event and enjoyed the party. Big enough to be called the biggest virtual birthday in the world as per Guinness World Records.”

  • Disney coming? Cartoon Network believes localisation gives it the edge

    Disney coming? Cartoon Network believes localisation gives it the edge

    2002 will be the year of intensified localisation for kiddies’ channel Cartoon Network. 

    Govindan – Cricket to reward viewer loyalty
    The channel that started going desi in February 2001, managed to climb to the number two position in the Hindi market in the 5 – 9 pm band by December (close on the heels of Star Plus), according to VP, marketing and PR Hema Govindan. The rapid rise in rankings is due to local acquisitions like Pandavas and Sinbad, bought from Pentamedia Graphics, which have paid off handsome ratings and Govindan sees the channel going in for more Indian folklore in animation. “Not just Indian stories, we are looking at acquiring animation from Japanese studios too, which are creating shows whose essence appeals to Indian sensibilities”, she says. 

    The channel is shifting gears to cope 
    with the imminent entry of Disney, although Govindan insists that some competition would only keep Cartoon Network fighting fit. In the last few months, the channel revamped its programming franchises and taken a whole new look at promotions, which too have received a dose of localisation. That the channel is not sparing any efforts to maintain viewer loyalty and phenomenise toon characters is clear from the massive promotion that accompanies its second Toon Cricket event in Chennai and Mumbai this year.

    Although Govindan is reluctant to put a figure on the huge promo blitz, she admits it is ‘massive, probably the largest in scale for the year.’ Apart from the hoardings and the ads on FM and local cable channels, there will be a ‘toon mobile’, a 17-foot open float depicting cricket net sessions that will move through the cities, with toon characters in tow, handing out passes in schools and entertaining the younger generation. Besides, the channel has run a contest for selecting the teams and will be flying down five children from their home towns to watch the match live. 

    The channel’s Night Shift, launched in November is targeting an entire new viewership comprising teens and young adults. Not surprisingly, the move has widened the channel’s ad client base, with clients like Gili’s diamonds entering into tie-ups for Valentine’s Day packages. While Govindan says it is early days to gauge the increase in viewership post the launch of Night Shift (timed to wean adults away from soaps and thrillers on mainstream channels), she says the channel currently reaches between 12 to 15 million Indian households.

    Announcing the details of ‘Toon Cricket 2002’, Govindan said that the three-hour match will be held at the Andheri Sports Complex on 24 February. Beverage conglomerate Pepsi is the main sponsor. The co-sponsors are Solana, Colgate, Cadbury Gems, Boost, ACT II Popcorn, TI Cycle’s. Positioning as a highly interactive event, she said that cricket was chosen because today’s cricketer’s are role models for aspiring youngsters. The initiative is targeted at kids as well as the young at heart. The tagline is ‘It’s a mad game but soomeone’s got to play it’. The network hopes that it will make audiences as well as rival channels aware that the toons seek a larger slice of the action pie.

    In a move inspired by the ESPN Star Sports show ‘Super Selector’ the channel invited toon addicts to be ‘Super Selectors’. The channel claims that thousands of entries were received in a contest to decide who the captains should be and 450 winners will be given passes to the event. Elaborating further on the strategy, Govindan said that the aim is to blur the line between the real world and the toon world. To achieve this the rules of the game have been tweaked to make it unusual and refreshing. The tie-up with Pepsi involves hoardings where cricketers who appear in the cola’s ads give hilarious tips to the toons.

  • Disney coming? Cartoon Network believes localisation gives it the edge

    Disney coming? Cartoon Network believes localisation gives it the edge

    2002 will be the year of intensified localisation for kiddies’ channel Cartoon Network. 

    Govindan – Cricket to reward viewer loyalty
    The channel that started going desi in February 2001, managed to climb to the number two position in the Hindi market in the 5 – 9 pm band by December (close on the heels of Star Plus), according to VP, marketing and PR Hema Govindan. The rapid rise in rankings is due to local acquisitions like Pandavas and Sinbad, bought from Pentamedia Graphics, which have paid off handsome ratings and Govindan sees the channel going in for more Indian folklore in animation. “Not just Indian stories, we are looking at acquiring animation from Japanese studios too, which are creating shows whose essence appeals to Indian sensibilities”, she says. 

    The channel is shifting gears to cope 
    with the imminent entry of Disney, although Govindan insists that some competition would only keep Cartoon Network fighting fit. In the last few months, the channel revamped its programming franchises and taken a whole new look at promotions, which too have received a dose of localisation. That the channel is not sparing any efforts to maintain viewer loyalty and phenomenise toon characters is clear from the massive promotion that accompanies its second Toon Cricket event in Chennai and Mumbai this year.

    Although Govindan is reluctant to put a figure on the huge promo blitz, she admits it is ‘massive, probably the largest in scale for the year.’ Apart from the hoardings and the ads on FM and local cable channels, there will be a ‘toon mobile’, a 17-foot open float depicting cricket net sessions that will move through the cities, with toon characters in tow, handing out passes in schools and entertaining the younger generation. Besides, the channel has run a contest for selecting the teams and will be flying down five children from their home towns to watch the match live. 

    The channel’s Night Shift, launched in November is targeting an entire new viewership comprising teens and young adults. Not surprisingly, the move has widened the channel’s ad client base, with clients like Gili’s diamonds entering into tie-ups for Valentine’s Day packages. While Govindan says it is early days to gauge the increase in viewership post the launch of Night Shift (timed to wean adults away from soaps and thrillers on mainstream channels), she says the channel currently reaches between 12 to 15 million Indian households.

    Announcing the details of ‘Toon Cricket 2002’, Govindan said that the three-hour match will be held at the Andheri Sports Complex on 24 February. Beverage conglomerate Pepsi is the main sponsor. The co-sponsors are Solana, Colgate, Cadbury Gems, Boost, ACT II Popcorn, TI Cycle’s. Positioning as a highly interactive event, she said that cricket was chosen because today’s cricketer’s are role models for aspiring youngsters. The initiative is targeted at kids as well as the young at heart. The tagline is ‘It’s a mad game but soomeone’s got to play it’. The network hopes that it will make audiences as well as rival channels aware that the toons seek a larger slice of the action pie.

    In a move inspired by the ESPN Star Sports show ‘Super Selector’ the channel invited toon addicts to be ‘Super Selectors’. The channel claims that thousands of entries were received in a contest to decide who the captains should be and 450 winners will be given passes to the event. Elaborating further on the strategy, Govindan said that the aim is to blur the line between the real world and the toon world. To achieve this the rules of the game have been tweaked to make it unusual and refreshing. The tie-up with Pepsi involves hoardings where cricketers who appear in the cola’s ads give hilarious tips to the toons.