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Tag: Cadbury

  • ‘We always look at ways to improve our consumer experience’

    ‘We always look at ways to improve our consumer experience’

    MUMBAI: While growing up, we all loved the flavour of the soft, creamy choco-filled candy that effortlessly melted in our mouths, leaving us craving for more. Most of us have grown up with that familiar taste of Cadbury’s Eclairs. We have shared the choco-candy with our friends and family in the moments of joy and celebration and even otherwise. Now, the confectionary brand is repackaging one of its most popular products.

    Keeping up with the fast-paced lifestyle, Cadbury re-launched Cadbury Éclairs as Cadbury Choclairs. Even in 2009, Cadbury Eclairs was re-launched with an enriched chocolate center.

    The reason behind this change is very simple – as a brand, Cadbury always looks at ways to improve its consumer experience. Elaborating more on it, Cadbury India powdered beverages (Gum & Candy) associate vice president Amit Shah says, “In 2011, Cadbury Éclairs heralded in the New Year with another exciting addition to its fold – the new Cadbury Eclairs Rich Brownie. Our rebranding decision is based on this philosophy of product innovation and not so much on what is going on in the market place. Also, we hold the global copyrights for Choclairs and thought the time is right to introduce this name in India to align with the global brand name for the candy.”

    Except India, the candy from the house of Cadbury has globally been known as Choclairs. And it’s not just the name that has changed; there some specific positive product innovation as well in order to give consumers a new experience with every bite of Choclairs. Adds Shah, “Apart from enabling us to align with the global brand name, this name change will also help consumers distinguish our brand, the original Cadbury candy, from other branded and unbranded Eclairs available in the market.”

    And since old habits take time to die, the launch is accompanied by a 360 degree campaign to generate rapid awareness about the change. Television is, of course, the key medium that introduces the new brand name. However, the TV campaign is also supported by a radio campaign, print inserts, cinema campaign and social media activation.

    Besides, to reach consumers in small towns, the brand has opted for cyber cafe integrations with a branded jigsaw puzzle and Interactive Voice Recording (IVR) integration with Cadbury Choclairs caller tune. All these initiatives along with trade activation have been initiated to create awareness and build the excitement amongst consumers for Cadbury Choclairs.

    Contract Advertising has been brought on board to work on the campaign.

  • Brand Integration grows in Indian Cinema

    Brand Integration grows in Indian Cinema

    MUMBAI: As the new Rs 200 crore club emerges in Bollywood, it’s also been a strong year for brand integrations in films. Krrish 3 has revolutionised Bollywood content with the most number of brands ever having been integrated in a film. Mates India, a well-known brand integration, film marketing and celebrity management firm, was behind weaving in five brands – Cadbury Bournvita, Flair pens, Tata Manza, Fortis Hospital and Forever Jewelry into the film. And the jobs of Sooraj and Darshana Bhalla don’t end there as post the integration; merchandising has also become an equally important marketing tool in today’s day and age.

    Cadbury Bournvita for example was not only the drink consumed by Rohit in the film while he works in his science lab but as consumers we soon saw special Krrish Bournvita packs on the shelves in our grocery stores. A fly with Krrish contest was implemented which would create a direct connect with the consumer and also allow for the winners to meet Hrithik Roshan one on one if they happen to be one of the lucky winners.  Such activities not only benefit the brands but also help the film maintain its shelf life beyond the first weekend.  Promotions and ads around the integrated products (ex: Krrish Flair pens) keep the buzz around the film alive and hence it becomes a mutually symbiotic relationship.

    Bridging the gap in this relationship is a firm like Mates, which finds the right synergies and creates opportunities for both the films as well as the brands.  Talking about the changing trends, CEO Sooraj Bhalla says, “It has been amazing to see how over the years content and advertsing are seeping seamlessly into each other and providing for a great viewer experience. Krrish 3 has been a very ambitious project for brands too. The belief and the vision has paid off.”  Besides Krrish, Mates has worked on integrating content in many other films such as Race 2 (Audi), Yeh Jawani Hai Deewani (MakeMyTrip.com and Jabong.com), Bhaag Milkha Bhaag (Birla Sun Life Insurance), etc.

    By Dolly Bhatter, publicist by profession (PR and CEO of a PR firm)

  • Ayesha Ghosh to head Contract, Mumbai

    Ayesha Ghosh to head Contract, Mumbai

    MUMBAI: Ayesha Ghosh has been elevated and will be taking over as Contract senior vice president and general manager – Mumbai operations effective immediately.

     

    Ayesha has been a part of the leadership team at Contract and has worked closely with me over the past few months to recalibrate our offerings and help shape the future of the office. A motivating team leader with strong people skills, she has led the thought leadership for Contract, both internally and externally,” said Contract Advertising COO Rana Barua.

    Its wonderfully rewarding to have spent a sizeable amount of time at one agency and to now be heading that office says Ayesha Ghosh

     

     “She has played a key role in winning new business for the office which include Sugar Free, RNA, Star Plus and the latest being Provogue Deodorants which was won following a multi-agency pitch,” he added.

     

     In the 17 year long career, Ghosh has spent the past 12 years with Contract, where she has anchored the India chapter of the globally aligned HSBC business and has worked on a lot of Contract’s blue chip clients. She has also handled clients across diverse industries and categories with panache. Asian Paints, Cadbury, Tata Motors, Godrej, Disney Channel, CavinKare’s hair care portfolio (Nyle, Chik), jewelry brand Tara Jewels and Pfizer (Listerine and Gelusil), have all been handled by Ghosh.

     

    On her elevation, Ghosh said, “It’s wonderfully rewarding to have spent a sizeable amount of time at one agency and to now be heading that office. The ethos and culture of Contract is such that it makes people want to stay here for a long time. I’m thrilled to have come into this position of strength at a time when Contract is on an upswing. One of my tasks would be to ensure that Contract Mumbai is one of the most desirable agencies, both for clients to park their businesses with and for the best advertising people to work at.”

  • Sanjay Panday to head Gutenberg Networks India

    MUMBAI: DDB Mudra Mumbai SVP Sanjay Panday has been entrusted the additional responsibility of Gutenberg Networks India Head.

    Panday has been with the DDB Mudra Group for over five years and spearheads some of the largest clients of the group out of Mumbai. With over two decades of experience, he has worked across major agency networks and handled brands such as Cadbury, ITC, Emirates, Videocon, Emami and Asian Paints.

    Panday said, “The global trend of consolidation of artwork, digital studio and pre-production services is now in India. I’m looking forward to help make Gutenberg Networks India one of the best pre-media production services companies in the region.”

    DDB Mudra Group group CEO and managing director Madhukar Kamath said, “I am confident that Sanjay, with his vast experience across a spectrum of clients and agencies will lead Gutenberg Networks India to its goal of becoming a strategic business hub for digital studio and pre-media production services.”

    Gutenberg Networks is a global integrated marketing production organisation with core expertise in developing and executing cost effective communication campaigns in broadcast, web, press and print. With an expert workforce of over 1200 employees globally, Gutenberg Networks works closely with some of the biggest brands leveraging and creating value through tightly executed global campaigns. It has worked with over 75 clients for an average tenure of over a decade. Some of its partners include Philips, Star Alliance, PepsiCo Tropicana, Volkswagen and Canadian Tourism Commission.

  • Ajay Verma joins Draftfcb Ulka as chief growth officer

    MUMBAI: Ajay Verma has returned to Draftfcb Ulka as the chief growth officer. He will head the business development efforts of Draftfcb Ulka and will work closely with the business heads of the various divisions.

    Verma, who has 16 years of experience, started his career in the erstwhile Ulka Advertising way back in 1993 as a young management trainee. He was part of the agency‘s 23 year long running internship training program, Star One.

    Apart from Ulka Advertising (Draft FCB Ulka), Verma has also worked with Rediffusion and Percept H on brands including Colgate, HSBC, Cadbury, Tata Motors, Rediff.com, Franklin Templeton, Tata Sky, Amul, Godrej and HPCL.

    He has also led the new business efforts at two of his previous positions. Verma also has an entrepreneurial streak in him, having worked as the founding CEO of eBus, India‘s first digital television advertising delivery system.

    Draftfcb Ulka executive director and CEO MG Parameswaran said, “We are delighted to have Ajay Verma back. He was one of our brightest Star One recruits. He brings with him a great amount of energy and excitement that is vitally needed to drive the growth ambitions of the Group. Ajay will work across various verticals helping us leverage our great strengths as well as open new opportunities for the various offerings of the agency. We have been often called a very quiet, shy agency. The addition of Ajay to the senior management team is a step in correcting this impression.”

    Verma said, “I loved the thrill of working in a fast evolving Internet Technology industry, but I was missing the fun and excitement of working in a large agency network. It‘s a special feeling to be entrusted this critical role at Draftfcb Ulka – a company where I not only started my career, but also a place for which I have always had a great amount of respect and regard.”

    Draftfcb Ulka Advertising is a member of the Draftfcb Ulka Group, India‘s third largest marketing communication group with over 200 clients, 850 professionals working across eight offices in seven cities, covering a diverse spectrum of services including advertising, media, digital, direct, analytics, brand consulting, and activation/brand experience.

  • Emvies 2012: Mindshare wears ‘Best Media Agency of the Year’ crown

    MUMBAI: Mindshare, WPP‘s brightest jewel in India, is wearing the media agency crown for the fifth straight year.

    Continuing its winning streak, Mindshare has bagged the title of ‘Best Media Agency of the Year’ at Emvies 2012 with a total of 160 points. The honour list includes four gold metals, seven silver and six bronze awards.

    Madison Media – Pinnacle emerged second in the race with 135 points. The agency‘s all six gold metals were for the work it did for its client Cadbury. Madison also pocketed four silver and one bronze.

    Mindshare took home four gold metals for ‘AXE deo-Fallen Angels!’ (Best Media Innovation (OOH) category), ‘Axe Shower Gel-Axe Shower Gel Launched-VJ Jose Kidnapped’ (Best Media Innovation- Digital (Video) category), ‘Bru Gold-If Morning had an aroma, It would be Coffee’ (Best Media Innovation-Print category) and ‘HSBC-The Day you were Born’ (Best Media Innovation-direct marketing).

    Mindshare also won silvers for ‘Axe Shower Gel-Axe Shower Gel Launched-VJ Jose Kidnapped’ (Best Media Innovation-Branded content and Best Media Innovation- Tv category), ‘Boost-The Story Of India’s Fastest Viral Video’ (Best Media Innovation-Digital (Video)), ‘Pond’s for its Life Is Beautiful-66 Human Lives- Beautiful all over again’ campaign (Best Media Innovation-Print), ‘Kissan-Kissanpur-2.5 People ‘Engaged’ Through print’ (Best Media Innovation-Print), ‘Kissan-Kissanpur-World’s First Crowd Sourced Farm’ (Best Media Innovation-Events) and ‘Kissan Kams-Its Jamlicious’ (Best Media Innovation-Events).

    Madison Media-Pinnacle pocketed the gold metals for ‘Cadbury Celebrations-Disconnect to Connect’ and ‘Cadbury Dairy Milk-The sweet art of Mishti War’ campaign in Best Media Strategy-Consumer Products category, ‘Cadbury Celebrations-Lonely Maa’ in the Best Media Innovation-Digital (Video) category, ‘Cadbury Dairy Milk-Democracy of Chocogulla’ in Best Media Innovation-Ambient Media category, ‘Cadbury Dairy Milk-Friendsbook’ in Best Media Innovation-Radio category and ‘Cadbury Dairy Nilk-When Roshogulla turned Choco-golla’ in Best Media Innovation-Events category.

    Maxus secured the third position accounting 85 points with three gold, two silver and four bronze metals.

    Placed at number 4 was Madison Media Inifinity that earned 65 points with two gold and one silver and bronze each. It also emerged as the winner of Grand Emvie for its campaign ‘Saving Private Heart‘ for client Saffolalife.

    Lodestar UM was ranked fifth collecting 60 points at the finishing line with two gold and six bronze awards. The agency was just five points behind Madison Media Infinity and five ahead of MEC.

    MEC ranked sixth and earned one gold and silver award each. It also six bronze metals.

    GroupM-Dialogue Factory came seventh with 45 points while Mediacom Communications finished at No.8 with 35 points.

    Starcom MediaVest Group took the ninth place with 35 points, followed by DDB Mudra Max that earned 30 points.

    Best Media Agency Of the Year

     

    S.No Agency Gold Silver Bronze Total Metals Grand Emvie
    1 Mindshare 4 7 6 17 0
    2 Madison Media-Pinnacle 6 4 1 11 0
    3 Maxus 3 2 4 9 0
    4 Madison Media Infinity 2 1 1 4 1
    5 Lodestar UM 2 0 6 8 0
    6 MEC 1 1 6 8 0
    7 GroupM-Dialogue Factory 2 1 1 4 0
    8 Mediacom Communications 1 1 2 4 0
    9 Starcom MediaVest Group 1 2 0 3 0
    10 DDB MudraMax 0 2 2 4 0

    Mindshare’s Vineet Nair won the Young Emvie of the year award for the case study titled- Axe & Denim- 1) Male Fantasy Theme Parks, 2) Even Angels Will Fall, 3) Fallen Angels, 4) Denim Doesn’t Pay Salman His Dues.

    The people’s choice award for the best case study presented on 23 August, 2012 Best Media Innovation-Digital (Social Media) was conferred to MEC for Reliance Mobile’s Ego Search. Meanwhile, Mindshare also won the people’s choice award for the best case study presented on 24 August Best Media Innovation- Print for the client Pond’s for its Life Is Beautiful-66 Human Lives- Beautiful all over again campaign.

    Madison Media-Pinnacle bagged the people’s choice award for the best case study presented on 25 August Best Use of a Bollywood celebrity in Media for Cadbury Dairy Milk- Shubharambh by Amitabh Bachchan.

    The award for best media client of the year was won by Cadbury India which collected six gold, four silver and one bronze metal.

    Best Media Agency Of the Year

     

    S.No Client Gold Silver Bronze Total Metals Grand Emvie
    1 Cadbury India 6 4 1 17 0
    2 Hindustan Unilever 3 5 5 13 0
    3 Marico 2 1 1 4 1
    4 Reliance Communications 1 1 6 8 0
    5 Mumbai District Aids Control Society 2 1 1 4 0

  • JWT strengthens digital and creative team

    MUMBAI: Prasanna Kulkarni and Nitin Pradhan have joined JWT as executive creative directors. This is a part of the agency‘s plan to invest in talent and build up its digital and creative capabilities.

    Kulkarni has over 14 years of experience in advertising, brand strategy, and digital media. He comes in from OgilvyOne Worldwide where he led a creative team at for over five years. He has worked for clients like Orange, IBM, Diageo, Cadbury, Lenovo, HSBC, Hindustan Unilever Ltd and British Airways.

    At JWT, Kulkarni will partner with Sushobhan Chowdhury (head of digital strategy) and Rahul Kaul (technology/UX head) to lead and mentor digital-specific core teams in New Delhi and Mumbai.

    JWT India digital head Max Hegerman said, “We are very excited about the addition of someone of Prasanna‘s calibre. As a digital native, he brings in an abundance of hands-on digital experience – and a passion for the space. Prasanna will have an immediate impact on our digital creative capabilities. I am excited to have Prasanna as a part of the core leadership team at JWT Digital.”
    Pradhan moves in from McCann Erickson. His experience in the field spans over 12 years during which he has worked with some of the leading brands across agencies like KBC, Tata Sky, Nescafe and Close-up.

    Pradhan will work closely with JWT chief creative officer Bobby Pawa on special projects, besides handling some of the key brands at JWT Delhi.

    JWT Delhi managing partner Sanjeev Bhargava said, “I am delighted to have Nitin Pradhan joining the JWT family. Over the long discussions I have had with Nitin, I have found him to belong to the brand of creative people who do not sacrifice diligence, perseverance and detailing on the altar of creative vehemence. The correct mix of all these wonderful traits is what Nitin brings to the table and I am looking forward to working closely with him.”

  • Sony ropes in 10 sponsors for Kaun Banega Crorepati

    MUMBAI: Sony Entertainment Television (Set) has roped in eight associate sponsors and two title sponsors for the sixth season of its premium game show ‘Kaun Banega Crorepati’.

    The channel has once again got Cadbury as the title sponsor on board while the show is powered by Idea. The associate sponsors for the show are Axis Bank, Just Dial, Ceat, Maruti, Sony India, Hero Motor Corp and Aakash Institute. Sony might extend the number to 11 by bringing one more associate sponsor on board.

    MSM president network sales, licensing and telephony Rohit Gupta said, “KBC is an impact property and we have received great response from the advertisers for this season too. We are expecting to grow by 20-25 per cent this season.”

    As reported earlier, Kaun Banega Crorepati 5 had made Rs 2 billion from ad revenue.

    Gupta said that 70 per cent of the inventory would be consumed by sponsors. “The remaining 30 per cent will be for spot buys. There is some inventory left for spot buys that we are looking to sell during festive season of Diwali so that we can charge a higher premium. Right now we are offering a packaged deal for spot buyers who are advertising for all the episodes,” he added.

    Starting 7 September, Kaun Banega Crorepati 6, will air Friday-Sunday at 8.30 pm. The show this season will air for 21 weekends with 58 episodes. It will also comprise special episodes with “unique” and “distinct” themes which will capture a little bit of India in every episode, lined up to ignite the minds and hearts of Indian audiences, the channel said.

    “It is a glorious moment for all of us at Sony to bring back another power packed season of the magnificent game show Kaun Banega Crorepati on our network, This year’s theme ‘Sirf Gyaan Hi Aapko Aapka Haq Dilata Hai’ celebrates knowledge as the greatest leveller in our society and a potent change agent,” Multi Screen Media COO N.P Singh said in a statement.

  • Anurag Kashyap features in new TVC for Cadbury

    Anurag Kashyap features in new TVC for Cadbury

    NEW DELHI: Cadbury Dairy Milk Shots‘s new TVC has been launched to introduce the Rs 10 pack called ‘Shots with Friends‘ featuring filmmaker Anurag Kashyap. The TVC hit screens across the nation on August 1, 2012 and is present across 60 television channels.

    The TVC captures the spirit of friendship by showing a group of friends bonding and celebrating with Cadbury Dairy Milk Shots. The commercial is based around the plot of an audition which lends the Bollywood connection and makes it easily identifiable and enjoyable, especially for the youth.

    The commercial is an extension of the brand‘s ‘mann ka laddoo‘ concept. The ‘chocolate ladoos‘ that are a part of each character‘s thought bubble act as the ‘sweet‘ metaphor that symbolise and connect the range of positive emotions they experience. The closing VO summarizes the mood of the TVC, “Dosto ke saath kuch meetha ho jaye”

    The opening of the TVC shows Kashyap sitting in a café and struggling to find the actress and describing his dream cast on the phone, he realizes they are much closer than he expected. The young group of girls on the neighboring table is ecstatic, to say the least, when they hear the director describe someone that looks exactly like them.

    Cadbury India director, snacking and strategy Chandramouli Venkatesan said, “The bite size format of Cadbury Dairy Milk Shots allows it to be an easy alternative to ‘snacking‘. The new TVC captures the essence of the product aptly- sharing among groups of friends, and further builds on the brand‘s core message of celebrating small but significant occasions with Shots.”

    Ogilvy India NCD Abhijit Avasthi added, “The Shots proposition of ‘mann mein ladoo phoota‘ has been a resounding hit with the youngsters. To talk about the ‘Shots with Friends‘ pack we decided to build on the same with the slant being on a group of friends wishing for something fantastic instead of an individual. Also, we thought it would be sweet and charming to tell the story with a group of girls instead of making it male-centric. It‘s turned out much funnier than we had imagined and Anuraag Kashyap‘s cameo is the icing on the cake.”

  • Big B adds Maggi Noodles to his ad diet

    MUMBAI: Bollywood icon Amitabh Bachchan has added Nestle‘s instant noodle brand Maggi to the list of brands he endorses.

    The actor has recently shot a one-minute advertisement for the popular snack. This is the first time Maggi Noodles has roped in a celebrity as an endorser.

    Bachchan first appeared in BPL commercials in 1996 and has since then been associated with brands across categories. Some of the brands that senior Bachchan has been associated with include Pepsi, ICICI, Parker Pens, Cadbury, Nerolac, Dabur Hajmola, Himani Fast Relief, Navratna, Emami Boroplus, Eveready, Reid and Taylor, Save Our Tigers Campaign, Gujrat Tourism, Zen mobile, Binani Cement and ICICI Prudential.

    Maggi Noodles is a 27-year-old brand that has become synonymous with instant noodles. The brand‘s proposition has been ‘the two minute noodles‘. In 2009, on completing 25 years, the brand initiated a campaign which invited consumers to share their experiences with it.

    Maggi‘s sub-brand Soupy Noodles is endorsed by Bollywood actor Kajol. Other notable association with Maggie was Javed Jaffery for its ketchup brand which carried the tagline ‘Its Different‘.