Tag: Dairy Milk

Cadbury Celebrations launches ‘#ShopsForShopless’ campaign

Mumbai: As the country gears up to celebrate Diwali, Cadbury Celebrations has rolled out a new campaign “#ShopsForShopless” to celebrate the power of communities coming together through technology-enabled solutions. The launch will be supported by a 360-degree communication campaign with amplification across media touchpoints.

The campaign’s goal is to empower and support those who do not own permanent stores.

After promoting local businesses for the last two years that were impacted by the pandemic, the brand has elevated the festive fervour by extending a helping hand to local hawkers. The brand will be leveraging QR code technology through which users can scan a Cadbury Celebrations pack to identify nearby hawkers and the products sold by them. It’s a seamless interface wherein consumers can also promote and set up a virtual shop for their locally known hawkers by adding simple details like vendor name, phone number, and a few product images onto the website. Once registered, anyone can shop for the products via a phone call, SMS, or even a video call. Thus, enabling hawkers to continue their business without the hassle of finding a new spot every day, through their shop on the internet!

Weaving purpose into one more heartwarming campaign, this effort will promote thousands of hawkers across the country.

Speaking about the campaign, Mondelez India vice president of marketing Anil Viswanathan said, “Right from gifting to indulging in sweets, Cadbury Celebrations, over the years, has found its sweet spot across festivities and become an intrinsic part of family celebrations. After our previous “#NotJustCadburyAd,” which was recognised and lauded globally for supporting small business owners, we wanted to take the act of generosity a step further this year. Looking beyond small businesses, we collectively realised how Diwali is an important period for hawkers, but their business is often affected due to having no permanent spot to sell their products. Building on this insight and keeping purpose at the core of our strategy, we conceptualised “#ShopsForShopless,” an effort to give hawkers a permanent virtual store. We hope our latest tech-enabled effort strikes an emotional chord with the audiences, leading them to participate in small acts of generosity for a brighter and sweeter Diwali.”

Ogilvy chief creative officer Sukesh Nayak added, “Diwali is an important period for hawkers, but their business is often affected due to lack of a permanent spot/shop to sell the products. So, building on our generosity platform, this campaign is going beyond small businesses. It is an effort to give hawkers, who have no space, a permanent virtual spot to sell their products. To execute this idea, Ogilvy partnered with DeltaX to develop a tech platform which can help connect buyers to hawkers near them. We hope this tech-enabled solution connects at an emotional level with millions of our customers, making them scan the box to connect with hawkers near them and help make their Diwali sweeter too.”

“As OneWPP, we are attempting something very audacious this year during Diwali. This will be a seamless tech platform to connect buyers to the unorganised retail owners, who we often refer to as hawkers or street vendors in this country. This tech infrastructure will not only make our generosity campaign more inclusive, but with the “#ShopforShopless” campaign it can potentially transform the way we shop in the future,” said Wavemaker India chief client officer & office head – West Shekhar Banerjee.

October 4, 2022
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.”

September 23, 2022
Cadbury’s iconic cricket ad gets a contemporary twist

MUMBAI: Confectionary giant Cadbury surprised its consumers on Friday, as it released its iconic 90’s ad – ‘Asli swaad zindagi ka’, albeit with a contemporary twist.

Decades later, the heartfelt ad remains true to its original idea almost frame-to-frame. There is a nail-biting cricket match in progress, the scoreboard reads ’99 not out’, and the batter is gearing up to face another ball. A young spectator sitting among the crowd of well-dressed audience watches anxiously while biting into a Cadbury’s Dairy milk chocolate bar, muttering a silent prayer as the player goes for a big hit.

The stadium erupts in joy. Only this time, the cricketer batting at the crease is a woman. The ad released on Friday, showed a young woman cricketer scoring the winning run as her male friend makes a dash towards the field, dodging the security guard. He dances with the unabashed glee reminiscent of the original film, celebrating his friend’s smashing performance, as she watches him in delight and the crowd cheers on.

The refreshed version of the brand’s iconic campaign, conceptualised by Ogilvy India wishes good luck to the Indian women’s cricket team, with a rousing message of #GoodLuckGirls.

“It needed a brave client back in 1993 to go ahead with the original Cadbury Cricket film that became so popular. It needed an even braver client to attempt something with an iconic film and make magic out of it. I am delighted that the team at Mondelez and at Ogilvy has made this magic, made it relevant, exciting and so did Cadbury, in its bold and front foot fashion,” said Ogilvy, chairman global creative & executive chairman India, Piyush Pandey.

The 1994-released Cadbury Dairy Milk campaign directed by Mahesh Mathai, featuring model Shimona Rashi with the memorable jingle ‘Asli Swad Zindagi ka’ is fondly remembered till date. It not only changed the perception that chocolates were only for children but it also broke away from the stereotypical ‘prim and proper’ image towards adulting- appealing to the child in all of us, giving way to an unbridled expression of pure joy. The brand once again succeeds in breaking notions- this time associated with the game once referred to as a ‘gentleman’s game’- while bringing back nostalgia, with a present-day take.

“The excitement and the stress in our heads were competing with each other. To recreate such a big hit is like setting yourself up for a million opinions. The only reason we went ahead was it felt right and it felt awesome. We loved the idea from our gut. Luckily, so did the client. Hats off to the all-girls team who thought of it and hats off to Bob from Good Morning Films for making it so well,” said Ogilvy India chief creative officers Sukesh, Harshad, and Kainaz, while talking about the latest campaign.

The film couldn’t have come at a better time with the ‘girls in blue’ all set to compete with the Aussies in the upcoming series against Australia, Down under. Indian women’s cricket is growing in popularity and attracting great interest from viewers and advertisers alike.

“From acing in the corporate world to winning Olympic medals, women are at the forefront of creating new milestones, every single day, and our film is an ode to each one of them. As a brand that has always promoted gender inclusivity, contemporising an iconic campaign is our way of recognising the changing times and extending support to all the women trailblazers,” said Mondelez India senior director – marketing, Anil Viswanathan. “We hope this film brings back a gush of nostalgia and are confident that this refreshed version will find as much love as the original one.”

Well-played Cadburys and Ogilvy!

September 17, 2021
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”.

September 14, 2020
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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April 30, 2020
Mondelez celebrates 70 years in India with the launch of Cadbury Dairy Milk Spready

MUMBAI: To celebrate its 70th anniversary in India, Mondelez India recently launched the new Cadbury Dairy Milk Spready, announcing its foray into the fast-growing spreads category. Also launched was the ‘Cadbury Chocolate Cookbook’ penned by celebrated chocolatier Zeba Kohli.

Announcing the launch of Cadbury Dairy Milk Spready, Mondelez India director marketing (chocolates) Anil Viswanathan shared that the aim of the brand is to increase per capita chocolate consumption by Indians, which currently is 300 g per year, a starkly different number from 10 kgs in the USA.

He further commented, “Chocolate spreads is a strategically important adjacent category witnessing fast retail value growth over the past few years. With our tremendous equity in chocolate, we believe this is an opportune time for Mondelez India to foray into this category. This format enables us to enter into our consumers’ homes and their kitchens and be a part of their in-home consumption experiences. It is ideal for simple snacking occasions or can be used as an ingredient for baking by home chefs. We want to be the first taste of chocolate for consumers in every format. At a competitive price point, consumers can now enjoy the alluring taste of Cadbury Dairy Milk in a format that complements their meals, snacks and desserts.”

Speaking about the cookbook Viswanathan said, “We are also delighted to be partnering with Zeba Kohli to launch our very special Cadbury Chocolate Cookbook, which has 70 recipes where Cadbury Dairy Milk Spready and our other products can be used in innovative recipes.”

Anil Viswanathan also shared that the launch will be supported by a massive digital campaign, which will focus on the versatility of the spread as a common kitchen ingredient that can be used with any dish to make it tastier, more interesting, and #Cadburylicious to the kids and young adults. He also noted that Cadbury is also working towards making its products more relevant to people of all age brackets.

February 11, 2019
Mondelez India Launches Cadbury Dairy Milk Crispello

MUMBAI: After making Cadbury Dairy Milk as one of India’s favourite chocolate brands for 70 years in India, Mondelez India has launched Cadbury Dairy Milk Crispello, its ‘made in India’ innovation in the Crispy-Eat segment. Banking on Cadbury Dairy Milk’s strong equity, Mondelez India is all set to expand its premium portfolio with this new product offering.

Mondelez India director for marketing chocolates category Anil Viswanathan says, “With rising disposable incomes, exposure to global cultures and extensive reach of mass media, the Indian consumers have been exposed to a global palette of food experiences. More specifically, recent work with Gen-Z consumers, a key consumer cohort for us, has shown a desire for multi-textured and complex experiences. This has been an important dimension for us as we have thought about our innovations.”

“Cadbury Dairy Milk Crispello combines the much loved Cadbury Dairy Milk taste with crispy and creamy textures in a unique ready-to-share snappy format. Its snap and share capabilities further reinforce our shared values of togetherness and collective joy,” he adds.

Cadbury Dairy Milk Crispello, is covered with a layer of delicious Cadbury Dairy Milk, crunchy wheat crispies and smooth chocolate cream. As one bites in, the chocolate melts in the mouth and the wheat crispies underneath bring in the crispiness, giving consumers an immersive chocolaty and crunchy experience, all at the same time. The finger-bar format makes it easier to be shared with friends and family.

Cadbury Dairy Milk Crispello is priced at Rs 30.

The launch will be supported by a 360-degree communication campaign that will include a new TVC and outdoor and digital campaigns targeting the brands core target audience i.e. youth. On-ground activations at point of sale and sampling at modern trade outlets will also be part of the campaign to drive awareness for the product.

October 9, 2018
Amazon, Wipro enter top 5 in BARC advertiser data week 34

MUMBAI: It was an interesting week 34. A lot of positions changed, newer brands in the top list and some that topped last week, were out from the eminent list.

The Broadcast Audience Research Council (BARC) India has released its data for last week’s top advertisers and brands between 18 August to 24 August 2018.

The data is a reflection of top 10 advertiser and brands across genre on Indian television (U+R) : 2+ Individuals.

The data demonstrates ads that were inserted the most in week 34 of 2018.

Top Advertisers:

Nothing much has changed this week in the advertising domain on television as most advertisers retained their last week’s position.

For week 33, Hindustan Unilever Ltd (HUL) retained its position as the top advertiser and led with 158242 ad insertions on television. HUL’s products include foods, beverages, cleaning agents, personal care products and water purifiers.

Reckitt Benckiser Ltd, maker of Dettol, Veet, Durex condoms, Strepsils, Air Wick, Harpic retained its last week’s second position with 86768 ad insertions.

Kolkata based ITC Ltd was at third position this week with 45703 ad insertions. ITC has a diversified business that includes fast-moving consumer goods (FMCG), hotels, paperboards and packaging, agri business and information technology.

This was followed by Dairy Milk manufacturer Cadbury India with 28107 ad insertions

FMCG company Wipro entered the top 5 advertisers list after a hiatus of several months. Wipro inserted its ads 25650 times in week 33.

Top Brands:

The Indian Ministry of Health and Family Welfare that been in the top two list for last few weeks, didn’t make it in the top 10 most advertised brand this week.

Santoor sandal and turmeric soap retained its last week’s top position and was advertised the most in week 33 with 14085 ad insertions.

E-commerce major Amazon entered the top 5 list to become the second most advertised brand ahead of the festive season with 12873 ad insertions.

Toilet cleaner Harpic, from the house of Reckitt Benckiser entered the top 5 list and became the third most advertised brand with 11992 ad insertions followed by policybazaar.com with 11891 ad insertions.

The state of Kerala that was heavily flooded over the last few weeks saw help coming in from all sectors and stature of people. Brands, networks, broadcasters, all came in with a lending hand to help the victims start a new life and raise donations. Star India collaborated with various actors to announce the help and urge people to join in and donate for #AllForKerala.

The initiative ended up making Star network the fifth most advertised on television screens with ad insertions of 11138.

September 2, 2018
Trivago enters top 5 brands; HUL top advertiser again in BARC week 33

MUMBAI: The Broadcast Audience Research Council (BARC) India has released its data for last week’s top advertisers and brands between 11 August to 17 August 2018.

The data is a reflection of top 10 advertiser and brands across genre on Indian television (U+R) : 2+ Individuals.

The data demonstrates ads that were inserted the most in week 33 of 2018.

Top Advertisers:

Nothing really changed this week in the advertising domain on television as most advertisers retained their last week’s position.

For week 32, Hindustan Unilever Ltd (HUL) retained its position as the top advertiser and led with 141492 ad insertions on television. HUL’s products include foods, beverages, cleaning agents, personal care products and water purifiers.

Reckitt Benckiser Ltd, maker of Dettol, Veet, Durex condoms, Strepsils, Air Wick, Harpic retained its last week’s second position with 89404 ad insertions.

Kolkata based ITC Ltd was at third position this week with 59253 ad insertions. This was followed by Dairy Milk manufacturer Cadbury India, that moved up a step and stood at fourth position this week with 32407 ad insertions.

Procter & Gamble moved down from its last week’s number four position and became the fifth most advertised brand with 30007 ads. ITC has a diversified business that includes Fast-Moving Consumer Goods (FMCG), hotels, paperboards and packaging, agri business and information technology.

Top Brands:

Cleaning and disinfecting product Lizol that topped the charts last week and was the most advertised brand, didn’t make it in the top 10 most advertised brand this week.

Santoor sandal and turmeric soap jumped from its week 31’s second position, was advertised the most in week 32 with a startling 13587 ad insertions.

The Indian Ministry of Health and Family Welfare that been in the top two list for last few weeks, regained its position and became the second most advertised brand this week with 10699 ad insertions.

Hotel searching website, Trivago that was missing in week 31 for most advertised brand, attained third position in week 33 with 10486 ad insertions. Trivago that seemed to be loosing its momentum on television screens dipping ad insertions, is getting back on screen with increased ad insertions.

Reckitt Benckiser’s Dettol Liquid soap retained its last week fourth position with 9487 ad insertions followed by Colgate Dental Cream, a product by Hindustan Unilever Limited with 9271 ad insertions.

August 25, 2018
Why does Dairy Milk continue to remain India’s favourite chocolate?

MUMBAI: Go to any store in India and ask the person to hand you a Cadbury. You are for sure to get a bar of Dairy Milk, wrapped in purple cover, in your hand. Such has been the company’s branding that chocolate has become synonymous with Cadbury, although it is a brand with many candies.

Cadbury Dairy Milk (CDM) was the first chocolate bar to have higher milk content than earlier ones when it was launched in the UK in 1905. By 1914, it had become Cadbury’s bestseller. But how did it become India’s favourite?

Cadbury India, now known as Mondelez India, began its operations here right after independence, in 1948, by importing chocolates.

In the land of gulab jamun and rasgulla, chocolate was an alien and expensive. Dairy Milk turned out to be a rather failed launch for the company. None but the crème de la crème could afford to buy an imported chocolate. Also, in the 70’s and 80’s, the brand was only available in certain areas and its ads usually showcased a working man coming back home with a chocolate bar in his pocket for his child. Dairy Milk was relegated as a product for children only.

In the 80’s, Cadbury decided to manufacture Dairy Milk in India just to ensure that the production cost comes down and it’s available at a cheaper price point for Indians. But, other chocolate makers were still selling at lower prices. With sales dipping, the team was desperate for a communication strategy.

India’s ad-man Piyush Pandey from Ogilvy & Mather came to the brand’s rescue in 1991. He suggested that the brand needed a revamped identity and target the younger generation and adults. Ogilvy created the first iconic campaign for Cadbury titled, “Kuch meetha ho jaaye” in 1993 which continues to remain the favourite jingle of every 90s kid.

The campaign worked like a charm and Dairy Milk soon became every youth’s favourite chocolate. Suddenly, all these grownups — these responsible, serious grownups — had CDM bars in their hands. Batsmen, referees, grandfathers, policemen, teachers, pregnant women, college friends, lovers— the target group for Cadbury had changed and it was okay for adults to indulge now and that too in public.

There was no looking back. Since then, Dairy Milk has continued to remain every Indian’s go-to chocolate.

Through the years, Dairy Milk has been known for its loveable advertisements that make you want to sing along and do a little jig yourself. In the last decade, Dairy Milk has been positioned as something ‘meetha’ (sweet) — a strategy to counter traditional Indian sweets and the reach of local sweet shops. It comes as no surprise that Cadbury Dairy Milk is the most sold chocolate during festivals and special occasions.

Mondelez attributes the company’s strategy of constant innovation and evolving with Indian consumers as reasons for its growth. “In the beginning, we were just trying to say that chocolate is a nice treat for kids but today Dairy Milk is a mass brand and it is a part of everyone’s heart. We have made a huge change in communication right from talking to kids to being occasion specific to now a casual consumption product,” says Mondelez International associate director for chocolate equity, India and South East Asia Nitin Saini.

According to a recent market research report titled Branded Chocolate Market in India, the chocolate market is projected to grow at a CAGR of 17.8 per cent between FY 2017 to FY 2022. In the branded chocolate segment, Mondelez India has a whopping 65 per cent market share and its closest competitor is Nestle with 20 per cent market share.

Another aspect that works in favour of CDM is that it has few competitors in its category. Mars Inc’s Galaxy is the closest you can get but while CDM is available for Rs 10, Galaxy starts at Rs 25. The product’s success has even spawned cheap imitation chocolates at lower prices.

In the early 2000s, the company roped in star Amitabh Bachchan to promote it. Very soon, news about worms in CDM packets started leaking out and the company saw a 30 per cent dip in sales. The company lost no time in launching an aggressive campaign for its new tighter packaging which cost 10-15 per cent higher but did not hike the rates. It didn’t take long for consumer confidence to be back.

Mondelez has a strong distribution network in India and it is only growing every year. You visit a chemist shop, a drug store, a general store, supermarket, airport or a small pan-bidi shop, they all have a dedicated set of CDM bars to offer. In 2017, the chocolate giant had over 1000 distributors and 7000 sub-stockists who distributed products to small general stores and other retailers. Rural sales contributed about one-fifth of Mondelez’s sales in the same year which was 10 per cent higher than a year before. Mondelez currently has 350,000 outlets in 40,000 villages and sees the next phase of growth coming from hinterlands.

Though Dairy Milk cuts across all age groups and class, that seems to be changing now as chocolate and hazelnut confectionery, Ferrero Rocher, has come to be the latest favourite of the young and elite. Priced at Rs 430 for 12 pieces, the company faces a stiff competition from Dairy Milk that is India’s favourite festive gifting option. Come Diwali or Raksha Bandhan, and we see television and digital screens filled with Cadbury ads about making relationships stronger with something ‘meetha’.

Not only has CDM managed to break into a difficult market but has even maintained its lead. Riding on the back of extensive marketing, communication and distribution networks, it will take a gigantic effort to dethrone it.

July 23, 2018