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Tag: Cadbury

  • Cadbury introduces two new flavours

    Cadbury introduces two new flavours

    INDIA: The sweet battle of Cadbury inventors has finally come to an end.

    Mondelez India, the makers and bakers of some of India’s leading snacking brands like Cadbury Dairy Milk, 5Star, Oreo, Bournvita, etc. has announced the winning flavours of the ‘go Madbury for Cadbury’ campaign.

    Introducing Cadbury Dairy Milk Hint O’Mint, made with Cadbury Bournville flavour and Mint crystals, and Cadbury Dairy Milk Paanjeer, combination of Paan flavor and Anjeer bites, created by Cadbury lovers Apoorva Rajan (Bengaluru) and Prabhjot Anand (Punjab), respectively. With the resounding success of Madbury’s debut edition – with more than 800k entries, the company is all set to launch Madbury 2.0, asking consumers “Kahaan Se Aayegi Hamari Agli Cadbury?”.

    Mondelez India senior director – marketing (chocolates), insights and analytics Anil Viswanathan said “Cadbury Dairy Milk’s ubiquity has been melted into unique versions to fulfil the various snacking needs of the nation, which reiterates its entrenchment in the lives of our consumers, as a household ingredient. Therefore, we launched Madbury to give all the chocolate lovers a chance to create their ‘Home Wala’ Cadbury, by experimenting with flavours and ingredients of their choice. As a result, further strengthening our consumer connect. It was elating to see such creative and unique ideas and combinations of flavours that people wanted to amalgamate with the taste of their favourite chocolate bar and brought out the love Indians have for desi/ localized flavours. Considering the incredible response that the first edition generated, we are now thrilled to roll out Madbury 2.0 and expect greater participation across the country.

    Read more news about Cadbury

    As a company, Mondelez India is always looking for ways to innovate and excite consumers, and Madbury is yet another attempt to further strengthen our connection through an engaging campaign curated ‘of the people, by the people and for the people’. We can’t wait to see what other exciting flavours will be introduced to the world of Cadbury!”

    The first edition of Madbury garnered more than 823 million impressions across platforms, 205 million views, and engaged with 1.7 crore consumers. As a result, the love for local flavours came to the fore with suggestions of Cadbury versions like- Chai and Elaichi, Paan and Mixed Berries, Kulfi and Badam, Cashew and Mishtidoi, etc. amidst an array of other ingredients. This is truly a consumer-centric initiative – special chocolate bars made by consumers, for consumers. The consumers finally voted for the Top 2 winning flavours. Supporting this consumer-centric launch, the brand will associate with Indian Celebrity Chef Kunal Kapoor, to create some special digital engagement for the winners and the winning flavours. These limited-edition bars – Cadbury Dairy Milk Hint O’Mint and Cadbury Dairy Milk Paanjeer, are all set to hit the shelves and delight consumers, by the first week of October 2020.

    Comprehending the enthusiasm and rigor with which the consumers participated to showcase their culinary creativity, Mondelez India is now all set to launch the second edition of the campaign- Madbury 2.0, asking consumers “Kahaan Se Aayegi Hamari Agli Cadbury”. This year, the brand will take it a notch higher by inducing a sense of competition across different parts of the country. They will also introduce a white chocolate mass in addition to the milk chocolate mass that was available in the previous edition, presenting the consumer with a whole new avenue to experiment and come up with exciting new combinations. Madbury 2.0 will witness 3 winners and will go live from 28 September, till 30 October.

  • Cadbury collaborates with Jasleen Royal for Dairy Milk Silk’s ‘I Missed You’

    Cadbury collaborates with Jasleen Royal for Dairy Milk Silk’s ‘I Missed You’

    NEW DELHI: Cadbury Dairy Milk Silk has collaborated with the singing sensation Jasleen Royal as she launches her much-awaited music video Sang Rahiyo, for its Heart Pop ‘I Missed You’ campaign. This is a manifestation of ‘How Far Will You Go For Love’, where Cadbury Silk has been encouraging young couples across the country to go above and beyond the norm to express their love, and how Silk is in itself the perfect romantic gesture. The collaboration is brought to life by Wavemaker.

    Cadbury Silk launched its limited edition ‘I Missed You’ Heart Pop bar – an embodiment of the emotion that numerous couples have felt being away from each other the past few months since the lockdown. In her latest song, Jasleen has beautifully encapsulated the emotions of a young couple during a long-distance relationship.

    The music video features Ranveer Allahbadia (as Jasleen’s partner), as they take various efforts to keep their relationship alive despite the difficulties triggered by long-distance due to lockdown. Cadbury Dairy Milk Silk plays a sweet role in their love story – a partner in their good times spent together and a medium to let them know how much they missed each other when apart.

    Read more stories on Wavemaker India 

    Commenting on the collaboration, Wavemaker India chief content officer Karthik Nagarajan said, “We wanted to build an association that would capture the essence of #HowFarWillYouGoForLove messaging seamlessly. Over the years, Cadbury Dairy Milk Silk has been an integral part of expressing love and has evolved into a symbol of love. Known for her soul-stirring love songs, Jasleen Royal came across as the ideal choice to bring alive the brand’s messaging”.

  • Cadbury and Ogilvy’s ‘Heart Felt Thank You note’ print campaign

    Cadbury and Ogilvy’s ‘Heart Felt Thank You note’ print campaign

    NEW DELHI:  In today’s world, when digital is increasingly becoming the media of preference for brands, Cadbury and Ogilvy gave a refreshing twist to a classic way to reach out to 3.2 million people with a full page print ad that gave each reader a chance to fill in their personalised Thank You, for each person who makes their lives easier each day.  

    The print ad plays on the insight that everyone has their own unique heroes who make their lives smooth and easy but usually go unnoticed. The copy takes the reader through a typical day in their lives and the people in it – The maids and cooks who pack their dabba, the rickshaw wala who's a friend now and doesn't say no to them, the office admin staff who organises their desk and heats everyone's dabbas, the society watchman who keeps a close eye on the kids playing around – leaving the blanks for the readers to add the names of the ones who play these roles in their lives, making each ad personal for each reader. 

    The ad was released in 5 languages in 7 publications, to enable regional relatability and personalisation. 

    The print ad is a part of the ongoing Cadbury Dairy Milk campaign #SayThankYou, which acknowledges the generous spirit of these unacknowledged heroes in our daily lives and melts the power distance between two individuals – between those being served and those serving. As a part of the initiative, Cadbury has partnered with Nirmana, an NGO that aims to empower unorganized sector workers to help sponsor over 17,000 daily wagers. 

    Mondelez India director, marketing (chocolates) Anil Viswanathan said: "In line with our proposition of inspiring generosity and connecting people, we have activated the Thank You campaign in May which involves a multimedia campaign across all media touchpoints. This print campaign aims to inspire people to “acknowledge the unacknowledged” – those who keep our lives ticking every day and whom we often forget to thank. We want people to be actively engaged in this idea and actually take action. From our end, we also want to contribute to this unacknowledged workforce and proceeds from the sales of our Thank You Bar will be used to secure Insurance for domestic workers in partnership with an NGO, Nirmaana."

    Ogilvy India (West) chief creative officer- Sukesh Nayak said: "Fill In The Thanks’ is not just a print ad, it is a customised, personal thank you note for every reader. Igniting the spirit of acknowledgement of people in our lives who make our life magical."

    Ogilvy executive creative director- Neville Shah said, "The idea makes each one of us realize the value of the people who help make our lives easier by making you actively fill in YOUR thanks."

    Ogilvy Mumbai head of strategic planning -Ganapathy Balagopalan said: "In the digital world where brands struggle to engage audiences on social platforms, we thought using print might help to break the clutter. We hope the unexpected use of the medium will inspire people to acknowledge those they never acknowledged. People who most surely deserve at least a 'thank you'. We sincerely hope this makes the world a wee bit kinder, generous, and less unequal."

    CREDITS

    Agency: Ogilvy India  

    Chief creative officer worldwide: Piyush Pandey  

    Chief creative officers, India: Sukesh Nayak, Kainaz Karmakar, Harshad Rajadhyaksha  

    Creative team: Sukesh Nayak, Neville Shah, Minal Phatak, Chirayu Palande, Archana Singh 

    Account management: Prakash Nair, Antara Suri, Neha Shah, Manseerat Sethi, Deeksha Chaturvedi  

    Planning: Ganapathy Balagopalan, Bhakti Malik, Prasidh Dalvi 

    Media Agency: Wavemaker India

  • Cadbury campaign #KahanGayiCadbury leads to new product

    Cadbury campaign #KahanGayiCadbury leads to new product

    NEW DELHI: In a wildly unexpected step, Cadbury decided to drop its most iconic asset from much-loved brands like Cadbury Dairy Milk, Cadbury Dairy Milk Silk and Cadbury Gems. This became the talk of the town and the world wondered – #KahanGayiCadbury? (Where did Cadbury go?)

    Cadbury had disappeared from social media pages, billboards, print ads, direction sign boards and shockingly from the collection of the Asia record-holding Chocolate Wrapper Collector, Devam Baghel. But the question remained – #KahanGayiCadbury? A mystery that has the internet buzzing, with people missing Cadbury and curious about where it could be. Some celebrities were also seen telling tales of their missing Cadbury.

    All these events point to a big mystery built by Mondelez India. But In the middle of this confusion, Cadbury Chocobakes came forward to claim that it knows the answer to #KahanGayiCadbury? The brand left everyone anxious and excited. And finally, the secret was unveiled at the #SweetSecretParty hosted by well-known celebrities Gaurav Kapur, Aparshakti Khurana, Shibani Dandekar, Neeti Mohan, Shivesh Bhatia, and many eager fans. The answer to #KahanGayiCadbury? – Cadbury is now in a Cake, with the launch of Cadbury Chocobakes Choc Layered Cakes.

    Mondelez India  associate director – marketing (biscuits) Sudhanshu Nagpal said, “With #KahanGayiCadbury activation, we wanted to build intrigue among consumers and have them imagine a world without Cadbury. This became a perfect segue into the unveil of the newest addition to the Cadbury family – the new ‘Meetha Chhupa Rustom’ Cadbury Chocobakes Choc Layered Cakes. Following this intriguing activation, a 360-degree campaign will further support the launch, taking the Meetha Chhupa Rustom thought a step forward.”

     Mondelez India is well placed to expand into the bakery and cakes segment with layered cakes. With Cadbury Chocobakes Choc Layered Cakes, the individually wrapped chocolatey cakes, the company is not only providing a new eat experience but driving consumer convenience both for in-home and on the go consumption. This is an important milestone in the journey of the company in India.  This is the company’s second launch under the Chocobakery sub-category, in less than a year, after the successful launch of Cadbury Chocobakes Choco-filled Cookies. To support this launch, apart from the exciting #KahanGayiCadbury activation, the company also recently launched a heart-warming new film, as part of the second leg of the ‘Meetha Chhupa Rustom’ narrative.

    Ogilvy India group creative director Akshay Seth, & senior creative director Chinmay Raut said, “This is an integrated campaign in the true sense. An extremely intriguing teaser phase that made the nation wonder #KahanGayiCadbury as we made the iconic Cadbury logo disappear from various brand assets, print ads, directional signages; even roped in Asia’s record-holding chocolate wrapper collector. Kudos to the client and our talented team for making this happen almost overnight. The reveal was Cadbury hiding in a cake, the newest member in the ChocoBakes range. The launch film for the same brings to life the brand proposition of Meetha Chhupa Rustom with a very memorable, charming film starring a naughty baby, one that is sure to make its place in viewers’ hearts.”

    Conceptualised by Mondelez India & Ogilvy, the film showcases a sweet bonding moment being shared between an elder brother and his younger sibling, wherein he compares the baby’s characteristics to that of the Cadbury Chocobakes Choc Layered Cakes. Just like the cake that he bites into, which shows no hint of a hidden layer of melted sweetness, the baby too seems quite innocent until left alone with his brother. The playful naughtiness comes to the fore as soon as the brothers share a private moment much like the cake that reveals its mouth-watering sweetness once being bitten into showcasing that there is a ‘Chhupa Rustom’ or ‘Sweet Secret’ in each of us.

  • Brands ride high on Raksha Bandhan ad campaigns

    Brands ride high on Raksha Bandhan ad campaigns

    NEW DELHI: Raksha Bandhan is a festival of love and bond between a brother and sister and is all about creating special moments. As businesses across verticals have started operations, brands are encashing the opportunity through campaigns over digital media. The foremost reason brands roll out campaigns during this time is to drive engagement with storytelling. In return, this helps the brand to have a long-term relationship with the customers.

    Every year, a number of campaigns are launched and this year, many brands are going a step ahead in creating something unique, which breaks the stereotypes and gives a powerful message to the mass audiences. Such campaigns not only resonate a better connection with the target audience but help them to connect at a deeper level.

    Mondelez India

    Mondelez India has come up with a campaign #CloserThisRakhi, TVC captures the playful relationship of a brother and sister wherein the sister is tying a rakhi to her brother while brooding over the fact that he has become everyone’s favourite sibling in the last three months of the lockdown by connecting with his extended family via video calls. Later when the sister asks him about his favourite sibling, instead of answering, he greets her with a piece of Cadbury Dairy Milk implying she is his favourite. It ends with them laughing and enjoying a box of Cadbury Celebrations showcasing a ‘Kuch Accha Ho Jaye, Kuch Meetha Ho Jaye’ moment of bringing people #CloserThisRakhi.

    Mondelez India director – marketing (chocolates) Anil Viswanathan said, “In spite of the challenging times, we will continue to inspire India to celebrate with their friends and family. With the focus on spreading happiness and banking on the proposition of ‘Kuch Achha Ho Jaaye, Kuch Meetha Ho Jaaye’, the new campaign #CloserThisRakhi aims to drive positivity and remind people to bond with their loved ones and cherish every sweet moment possible. The relationship between siblings is rather a special one and like every year, we aim to instil the same joyfulness this Raksha Bandhan and further strengthen the jovial connection between a brother and a sister.”

    Mankind Pharma

    Mankind Pharma launched a video campaign saluting the #RealHeroes. Through this campaign, the brand is saluting the selfless hard work done by the medical staff for the society. The video showcases a sister requesting the hospital staff to let her in so that she can tie a rakhi to her brother and when she wasn’t allowed. She wished the hospital staff a happy Raksha Bandhan and handed over the rakhi to pass it on to her brother. When her brother received it, he tied it on the wrist of the nurse who had been taking care of him at the hospital.

    Mankind Pharma CEO Rajeev Juneja said, “India now ranks third, in the daily increase in COVID2019 cases and this shows the rise in the responsibility of our medical staff, while we will be celebrating all festivities in the comfort of our home, the medical staff will be serving us and saving our lives. Through this campaign, we would like to thank these #RealHeroes and pray for their safety.”

    Tanishq

    Jewellery brand Tanishq has launched its latest Raksha Bandhan film which celebrates ‘sisters’; the ones who manage to be both, the most annoying as well as the most comforting presence in our lives and yet the ones who will always be there by our side through adversities and celebrations alike. The film beautifully pays a tribute to a special ‘sister’ who has been going out of her way especially in the wake of the current pandemic. The film is not only contextually relevant as it is high on emotions but is also true to the spirit of Raksha Bandhan.

    The film ends with a twist where one realises that the sister is also a nurse or a ‘sister’ as nurses are fondly called in India thus urging everyone to #CelebrateEverySister, including nurses, this Raksha Bandhan. The film is written & directed by Bhavesh S Kosambia and produced by Oneness Media.

    Usha

    Showing the love between siblings – the ’tere haathon ka banaa dal ka halwa’, the honest happy banter, and the doorbell that brings a thoughtful surprise in the form of a new Usha Food Processor that the sister needed. Tender moments that evoke love and longing for siblings lead up to a celebration of Raksha Bandhan over a video call, driving home the message that love means ensuring you keep your near and dear ones safe in their homes.

    Usha International president appliances Saurabh Baishakhia said, “Raksha Bandhan is all about the bond between siblings and we wanted them to celebrate that love, but in a responsible way in the times of Covid2019 – by staying safe at home. As for us, we are meeting them more than halfway by making all our products available online and ensuring safe delivery across channels so they don’t need to step out at all.”

    The Man Company

    Bollywood actor Ayushmann Khurrana and men’s grooming brand The Man Company have released a new digital film for Rakshabandhan that urges people to celebrate the tradition of tying a rakhi with a new perspective.

    The ad shows Ayushmann Khurrana tying a rakhi on his sister’s wrist as opposed to the norm of sister’s tying it on their brothers’ wrists. Sisters often protect their brothers from both physical and mental harm and are always a comforting presence when things seem to be going astray. With a subtle change, the Idea promotes the idea of gender equality.

    The Man Company founder and CEO Hitesh Dhingra said, “The #RakhiForSisters campaign is our attempt to acknowledge the protecting roles that doting sisters invariably play for their brothers. It is also our effort to convey that it is ok to relook at certain traditions and bring them in sync with the modern reality of gender equality.”

    Daawat Basmati Rice

    Daawat celebrates the unbreakable bond of siblings through the video, themed around ‘Khud ki raksha karke apno ki raksha karein’. This Raksha Bandhan, all the brothers would be eagerly looking forward to seeing their sisters who stay away and sisters would be even more anxious to tie rakhis. However, in the current situation, the true meaning of Raksha Bandhan is very different.

    The campaign showcases that both brother and sister celebrate the festival with social distancing as distance is the best protection one can provide to their siblings.

  • Television ad volumes see uptick during past two weeks

    Television ad volumes see uptick during past two weeks

    NEW DELHI: After a momentary dip in week 18, the past two weeks saw a rise in ad volumes on television, reveals the ninth edition of BARC-Nielsen ‘Crisis Consumption on TV and smartphones’ report, launched Friday. However, they still remained 23 per cent lower than pre-Covid period and 35 per cent lesser than the peak performance of week 12. 

    The advertiser count on television also showed an uptick of three per cent in week 20, while the brand variants noticed a 14 per cent increase as compared to the last week. The total advertiser count on TV became 1370, and brand/variants were 2106 in number. A few examples of new advertisers in week 20 include Vivo, Cadbury, Kia Motors, Faasos, Bajaj, Sharp India, Hoichoi, and Apple. A few examples of new brands in week 20 include Vivo V19, Kia Seltos, Cadbury’s 5 Star, Nivea Soft, Apple iPhoneSE.

    Also, inventory levels of categories present during summer also raised in the last two weeks, with soft drinks and air coolers raising their inventories the most. 

    If we look genre-wise, impressive growth has been witnessed in the news section over the past two weeks, with FCT growing from 70.7 lakh in week 18 to 79.6 lakh in week 20. GEC volumes have flattened from week 14 onwards; however, there has been a growth in the past two weeks. 

    However, both the music and movies channels have been enjoying an uptick in the last two weeks. 


     

  • Brands and their digital-first avatars

    Brands and their digital-first avatars

    NEW DELHI: We are the natives of a digital world. Most of the resources that were earlier physical for us have turned into pouches of kilobytes and megabytes; be it our photographs, watches, or music systems. Wrapped in a screen of five inches, a big part of our hobbies, our jobs, and our social communications are now soldered onto motherboards.

    Quick to react, the marketing industry shifted a big chunk of their annual spends to digital platforms. In India alone, the digital marketing industry is growing by more than 30 per cent annually. Not just advertising, a lot of brands have been investing in revamping their identities for a digital world.

    Last year, the industry noticed a lot of brands, including big names like Mastercard and Doritos, doing away with names in their logos and sticking to just their symbols. The brands argued that simpler logos appeal better to GenZ, who do not prefer over-the-top marketing and a loud brand presence.

    This year, brands like Volkswagen, Durex, and Cadbury started another trend, called flattening of their logos. They are getting rid of any 3D elements in their logo design and shifting to bolder, simpler typefaces. Again, the wish is to connect better with a younger audience.

    Madison BMB CEO and chief creative officer Raj Nair says: “There has been, particularly in the last five odd years, a multitude of companies going in for a revamp of their logo/identity. These include companies that owe their origins to the online world as well as traditional companies, which primarily conduct their business in the offline world.  So you have online natives like Google, Pinterest, Airbnb, Spotify and GoDaddy that have conducted this exercise as well as traditional giants like Cadbury, Durex and Volkswagen that have also undergone a change.”

    However, more than appealing to a younger audience, reshaping of logos make a great sense for the mobile-dominated world of today.

    DDB Mudra Group NCD Rahul Mathew explains: “Brands have to adapt to the world their consumers live in, and logos are a big part of every brand’s identity. As more and more of brand engagement, research and even purchase are moving from the physical world to the digital one, brands are also evaluating what they can or should carry with them. Their 3D logos are like massive four-poster beds that have looked beautiful where they have been living but are a pain to move.”

    He adds: “2D logos are much more flexible. The absence of shadows and gradients makes it easy to use them across platforms and formats. The minimalism also makes digital assets easier on the eye and more recognisable.”

    Google was, probably, one of the first brands to react to this need. It came with a revamped identity in the year 2015, bringing down the size of its digital logo from 14,000 bytes to only 305 bytes. Back then, in a blog post, the technology giant had revealed that the move was made to make the logo look good on small screens. According to experts, it also made easy to load on the devices of those living in remote locations, possibly with slow internet speeds.

    And, additionally, this restructuring of logos for a digital world can open up a plethora of opportunities for the martech companies.

    According to a machine learning engineer, it is easier for machines to identify 2D logos from a low-resolution image as compared to a 3D image, as the number of vectors is lesser in the former, not taking into account other external factors. This might allow martech companies to scan user images from online sources and create a better database for better-targeted marketing.

    Havas Group India chairman and chief creative officer Bobby Pawar elaborates: “Flat logos are simpler and generally more easily identifiable. They are easier to reproduce without losing anything across all touchpoints, platforms, and user interfaces. It, therefore, will (help in creating richer databases for marketing).”

    Brands and marketers are thinking digital-first these days, thus, creating a vast playfield for martech companies to innovate and come with solutions that can utilise these opportunities. On the other hand, it is equally important for platforms and governments to safeguard user data as the technology is making it easier to access by alien parties. However, whatever may be the individual discourse from here, the world is surely entering into an exciting data-dominated phase of unusual marketing opportunities, which will be a delight to observe. 

  • Cadbury Dairy Milk gets major rebranding in 50 years

    Cadbury Dairy Milk gets major rebranding in 50 years

    MUMBAI: Britain-headquartered confectionery giant Cadbury has done its first major rebranding in 50 years for its flagship Cadbury and Dairy Milk bars, reveal several international reports. The packs have been redesigned by Bulletproof agency with a redrawn wordmark, new iconography and typography. 

    The new-look is designed keeping in mind that consumers today are seeking more natural, authentic, and higher quality product offers.

    As per reports, the new pack will be first launched in Australia, hitting the shelves in the next few months, followed by South Africa and Malaysia later in the year. The UK and Ireland will get the new packs by 2021. 

    Nick Rees, Global Creative Director at Bulletproof global creative director Nick Rees has been quoted as saying: “We wanted to recapture the very spirit of Cadbury so part of the research process involved digging into the Cadbury archives to reinterpret its iconic visual cues to create a modern and playful identity that still has a clear recognition for consumers.”

    Cadbury global brand director Ben Wicks commented: “Cadbury Dairy Milk is a true icon both in the UK and worldwide – it’s the nation’s favourite chocolate brand, with a rich heritage and feeling of nostalgia for many consumers. Over the last three years, we have been reconnecting with our roots, which is why the new identity is grounded in the original intent behind the brand and celebrates our unique product credentials and iconic distinctive assets in a modern way”.

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  • Industry bids farewell to ad maverick Goutam Rakshit

    Industry bids farewell to ad maverick Goutam Rakshit

    MUMBAI: Who can forget the devil slithering around in his green cape and his malicious smirk in TVCs and ads to hawk Onida – a TV brand – in the eighties and nineties? And of course, the memorable catchline: “Neighbour’s envy Owner’s pride.” It was a tack not many had taken before: use a negative creature and emotions to create a positive desire in consumers to go out and purchase a television set.

    The images will stay etched forever in the minds of the generation that grew up watching the Onida TVC and they cannot forget the two-horned loveable evil creature (played by David Whitbread) and the unique conceptualisation that went into making the commercial. The brand value the iconic ad created was something that those yesteryear commercials for TV could not emulate or replicate. Remembering that powerful TVC can be the right requiem one can pay to Advertising Avenues’ founder Goutam Rakshit who passed away on Tuesday morning. Rakshit fully backed his art director Gopi Kukde and the idea to use the devil to create a differentiated campaign for a little-known brand which then had just five per cent of the TV market. Within a decade or so Onida had surpassed many older brands and had captured a19-20 per cent share.

    Like many others of his era, Rakshit, graduated from Jamnalal Bajaj Institute of Management, went on to join Cadbury as a management trainee in 1971.

    He went on to set up Advertising Avenues in the year 1982, which he steered for almost four decades. The forte of his agency was its clear focus on small and medium enterprises, which did not have the luxury of availing the services of a big ad outfit. Thanks to his agency, many SMSes and brands flourished.

    Indiantelevision.com reached out to some senior members of the advertising and marketing fraternity to pay homage to the bespectacled ad professional who preferred to keep a low profile.

    Madison Communications founder-chairman-MD Sam Balsara says, “What can I say; I have lost my longest-lasting professional friend since my Cadbury days in 1975. That makes it 45 years ago. We must all thank Jaideep for giving us an opportunity to meet Gautam earlier this month at his son’s wedding where he was his cheerful best and chided me for having two parties at my house when on both occasions he was out of town with his extended family which he could not miss.  I had promised that the next party I host at my house; I will first consult his holiday calendar before fixing the date! I have followed Gautam professionally and medically. He joined Cadbury. I joined Cadbury. He left Cadbury to join the advertising agency Clarion. I left Cadbury to join Contract. He left Clarion to start his agency, Advertising Avenues. I left Mudra to start Madison. Wait there’s more. He had a bypass surgery. I followed in a few years with a bypass surgery. I will save more for the prayer meeting that we will hold once the lockdown is lifted. Vidita please take courage we are all there for you. May his soul rest in peace. Amen.”

    Says Samsika Marketing Consultants CMD Jagdeep Kapoor, “Goutam Rakshit was a great professional and a dear friend. His sharp advertising mind, coupled with his grace and patience, and sprinkled with a sense of humour, was indeed unique. His humility was praiseworthy. I remember, 25 years ago, when I started Samsika Marketing, he was kind enough to come for the inauguration and pass on his good wishes, even though Samsika was a start-up and he was on top of his profession at that time. Indeed, a loss to the advertising world."

    DAN's Ashish Bhasin remembers Goutam Rakshit as a true gentleman who always kept the mood of those around him light.

    Expressing his grief, Bhasin says, "He was one of the last members of the generation gone by, where there were gentlemen in advertising who upheld principles. His contribution to advertising will always be remembered and losing people like him is a very sad loss for our industry."

    Times of India Group president Partha Sinha, who was earlier associated with agencies like Publicis and McCann, added, “He was a very fine gentleman – a rare breed in the advertising industry. He was a thoroughly sophisticated person unfortunately, I never worked with him. A person like him raised the quality of the room when he entered. His presence will be missed."

    Ogilvy chief creative officer worldwide and executive chairman India and ZEE Entertainment Enterprises independent director Piyush Pandey remembers Goutam as an extremely successful professional and a dear friend. “I was shocked to get the bad news this morning. His smiling face and a warm hug will not leave me forever. He was my senior and a competitor but he never made me realise either of the two. RIP Gautam,” he says. 

  • Cadbury launches new campaign ‘Meetha Chuppa Rustom’

    Cadbury launches new campaign ‘Meetha Chuppa Rustom’

    MUMBAI: Mondelez launched a new campaign for its new Cadbury Chocobakes to celebrate the sweet secrets in all of us. The 'Meetha Chuppa Rustom' campaign has been conceptualised by Mondelez India  and Ogilvy. It showcases the bonding between a pregnant mother and her naughty son after he returns home from school. The thematic shows how the mother reveals the sweet secret of her young boy as he discovers the chocolaty filled center of the new Cadbury Chocobakes Cookies.

    Mondelez India associate director – marketing (biscuits) Sudhanshu Nagpal said, “With the launch of the latest TVC for Cadbury Chocobakes, we intend to bring out the Meetha Chuppa Rustom hidden in all of us and the joy of discovering the same in our loved ones. Much like how you would feel when you discover your most loved Cadbury, now in a cookie! In India, our vision specific to the Biscuits category is to ‘introduce delicious, consumer-relevant products’ weaved into daily consumption occasions. The launch of Cadbury Chocobakes is a testimony of our efforts to increase consumer relevance in a changing food landscape, to accelerate our growth momentum.”

    Ogilvy India CCOs Kainaz Karmakar and Harshad Rajadhyaksha said, "It is not very often that an agency team gets to work on the launch of a new product. And when that new product is from Cadbury, the excitement is that much special. While adhering to the brand values of the world of Cadbury, we had to create a fresh personality and proposition for this new category we were getting into – Chocobakes, baked items with Cadbury inside. Along with our team of Akshay Seth and Chinmay Raut, we started discovering and working on possible spaces. And the light-hearted yet insightful space of 'Chuppa Rustom' seemed most apt and something which could define Cadbury's presence amidst baked goods. And of course, Vivek Kakkad has brought alive the storytelling splendidly through his direction."