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Tag: Mondelez India

  • Mondelez India, Ogilvy India say thank you through limited-edition Cadbury Dairy Milk bars

    Mondelez India, Ogilvy India say thank you through limited-edition Cadbury Dairy Milk bars

    MUMBAI: Mondelez India, in partnership with Ogilvy India, recently introduced a limited-edition Cadbury Dairy Milk ‘thank you’ bar by giving up the Cadbury Dairy Milk logo on the pack, in recognition of the generous spirit of the country’s unsung heroes during these difficult times. Cadbury Dairy Milk has replaced its logo with the words ‘thank you’. The domestic help, the driver, the security guard, the milkman, just a few of the countless women and men who go about their jobs without seeking praise or pats on the back. 

    This is the first time in its 70-year history in India that Cadbury Dairy Milk has created a pack innovation that replaces its logo. To celebrate the linguistic diversity across India, the Cadbury Dairy Milk ‘thank you’ bars will be launched in eight different languages – English, Hindi/Marathi, Gujarati, Bengali, Tamil, Telugu, Kannada and Malayalam, to deliver the message of gratitude and support from each and every one of us.

    This limited-edition thank you bar extends beyond gratitude, and into action. Mondelez India has also committed a part of the proceeds from the sale of the bars towards health insurance policies for daily wagers (i.e. labourers, domestic help, etc.) via a partnership with Nirmana, an NGO working with the unorganised sector.

    Cadbury’s Dairy Milk ‘thank you’ bars, Mondelez India director-marketing (chocolates) Anil Viswanathan said, “Cadbury Dairy Milk as a brand, believes that if there’s one thing that can shine a beam of light in the world, it is generosity. Especially in tough times like these. As India’s most trusted brand, we understand the special role Cadbury Dairy Milk plays in the lives of our consumers. This special pack-innovation represents the nation’s sentiment. The current unprecedented situation has made us all realise the value of the ones that run our cities, societies and lives. This launch serves as a small tribute for their enormous efforts and only begins to express our collective thanks to these unsung heroes.”

    Ogilvy India  CCO Sukesh Nayak said, “The idea of saying Thank you with a Cadbury is a simple and heartfelt way to further inspire the spirit of generosity amongst people. The bar not only highlights the tension but presents itself as a solution on the need to acknowledge those who add magic to our life by their dedication.”

    During the tough times we are facing today, there are various people who are working tirelessly at the frontline to manage the situation. While the doctors and nurses deserve every bit of praise and gratitude that has come their way, they too have a set of people who they depend upon to keep operations running smoothly. The almost invisible, unacknowledged support and ancillary staff at a hospital. The canteen cooks, the waiters, the electrician on call, the ambulance driver and his helper, the janitor, the receptionist, the IT guys, even the errand boys. Cadbury handed over ‘Thank You’ bars to support staff in multiple hospitals in the Covid hit major metros of Mumbai, Delhi, Kolkata and Bengaluru. This special drive is being further amplified via a tie-up with regional media houses, which is expected to extend this ‘Thank You’ to many more hospitals across India. The campaign idea will also be extended further through various sponsored content and multimedia channels, with strong partnerships with media houses and publications.

    The pack innovation-led activation is the first part of a fully integrated marketing plan with touchpoints across broadcast, digital, print, radio channels and on ground activation. The campaign is aimed at unlocking a realisation that we have so many to be thankful for, all around us. It wants the glow of generosity to extend as far across the nation as possible. And using its multi-lingual packs, it will enable regional targeting to engage with audiences across geographies.

    With a health insurance component integrated into the purchase of the chocolate, the Cadbury Dairy Milk bar is the sweetest way to #SayThankYou.

    The ‘thank you’ bars are priced at Rs 40 for 50 grams and is already available as a choice alongside other Cadbury Dairy Milk price points across all retail channels.

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  • Cadbury Dairy Milk replaces logo with ‘Thank You’

    Cadbury Dairy Milk replaces logo with ‘Thank You’

    MUMBAI: Leading snacking company Mondelez India has launched a limited-edition Cadbury Dairy Milk ‘Thank You’ bar in recognition of the generous spirit of the country’s unsung heroes during these difficult times. It is the first time since the nation’s favorite chocolate bar hit the shelves in India over 70 years ago that Cadbury Dairy Milk has replaced its logo with the words ‘Thank You’.

    These bespoke chocolate bars will spread the spirit of gratitude across the country to each and everyone who are tirelessly and generously continuing to work, to support us all during this unprecedented time.

    Mondelez India commits a part of the proceeds from Limited-Edition ‘Thank You’ Bar sale towards health insurance policies of the daily wage earners, via a partnership with Nirmana, an NGO that works with the unorganized sector.

    Anil Viswanathan, director – marketing (chocolates), Mondelez India, said: “Cadbury Dairy Milk as a brand, believes that if there’s one thing that can shine a beam of light, in tough times like these, it is generosity. As India’s most trusted brand, we understand the special role Cadbury Dairy Milk plays in the lives of our consumers. We felt a sense of duty as we created a pack innovation that represents the nation’s sentiment. The current unprecedented situation has made us all realize the value of the ones that run our cities, societies and lives. This launch serves as a small tribute for their enormous efforts and only begins to express our collective thanks to these unsung heroes.”

    To celebrate the linguistic diversity across India, the Cadbury Dairy Milk ‘Thank You’ bars will be launched in eight different languages – English, Hindi/Marathi, Gujarati, Bengali, Tamil, Telugu, Kannada and Malayalam, to deliver the message of gratitude and support from each and every one of us.

    Cadbury Dairy Milk ‘Thank You’ bar will be priced at Rs 40 for 50 grams and will be available as a choice alongside other Cadbury Dairy Milk price points across all retail channels.

  • 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."

  • Mondelez India spreads the Valentine’s feeling, yet again!

    Mondelez India spreads the Valentine’s feeling, yet again!

    MUMBAI: Mondelez India, the makers, and bakers of some of India’s iconic snacking brands, is all set to take over the season of love with special offerings from two of its most iconic brands Cadbury Dairy Milk Silk and OREO. Cadbury Dairy Milk Silk and Valentine's Day have been synonymous to each other for almost a decade capturing hearts with the "Say it with Silk" proposition. However, enhancing consumer experience one notch higher, the company will introduce some exciting offering under Oreo Cadbury Dipped and eCommerce, apart from the signature Cadbury Dairy Milk Silk ‘Heart Pop’ bar.

    This year, the brand followed an unconventional path and reinvented the expression of love with the “How far will you go for love” campaign. A concept was conceived to nudge consumers to try and go beyond the usual and make it special for their partner this Valentine’s Day.

    Commenting on the strategy for this Valentine’s Day,  Mondelez India director marketing chocolates Anil Viswanathan  said, “We have received great admiration with the pop your heart campaign over the couple of years and we are thrilled to take it into its third year. As leaders of the chocolate category in India, we attempt to identify new occasions and offer innovative ways for customers to convey their emotions with our products. These simple yet impactful ways help us to stay connected with our consumers. We hope our new heartwarming film and other exciting bundles on eCommerce will urge our consumers to go beyond their limits, for their loved ones, this Valentine’s Day.”

    Joining the love wagon, this year OREO is taking forward its playful ritual to celebrate the spirit of love with Oreo Cadbury Dipped in its refreshed Valentine-inspired avatar to strike a chord with the youth. This latest offering from the house of OREO will be a digital-only campaign that will laud the sweet chocolatey and playful crunchy moments in every love story, just like the personality of Oreo Cadbury Dipped.

    Speaking on the launch of the new packaging of Oreo Cadbury Dipped, Mondelez India associate director marketing biscuits Sudhanshu Nagpal said, “We launched Oreo Cadbury Dipped last year and it has been a phenomenal success story for us. The key reason it struck a chord with our audience is because consumers loved the fantastic combination of crunchy OREO and smooth chocolaty Cadbury. This year we are taking the narrative forward by celebrating this beautiful chocolaty crunchy love story in a fun playful way- through a packaging refresh and digital-first IMC. The key insight at the heart of this initiative is that a great love story is always an amalgamation of chocolatey romantic instances and crunchy playful moments. We strongly believe the product and insight will resonate with our consumers to share their ‘Crunchy, Chocolatey Love Story”

  • Mondelez India Launches Cadbury Chocobakes

    Mondelez India Launches Cadbury Chocobakes

    INDIA: Consumers of today world-over are relishing chocolate in different avatars especially within the bakery world. In India as well, Mondelez India sees this nascent and fragmented space growing exponentially and emerging as a billion-dollar opportunity in just a few years from now, given consumers’ love for chocolaty taste.

    As the undisputed chocolate market leader and strong player in the biscuit category in India, Mondelez India leverages the power of its iconic chocolate brand to offer yet another unique eat experience to its consumers in the form of the Cadbury Chocobakes Choc-filled Cookies, redefining the taste of fast-evolving Choco-bakery segment.

    Commenting on the latest innovation Sudhanshu Nagpal, Associate Director – Marketing (Biscuits), Mondelez India, said, “The launch of Cadbury Chocobakes Choc-filled Cookies stems from our constant endeavor to create and redefine categories. We have always looked at growing the consumption pie by expanding the brand’s narrative and leveraging occasions. In India, our vision specific to the Biscuits category is to ‘introduce delicious, consumer-relevant products’ and this latest innovation further builds on our vision of leading the future of snacking. With the iconic taste of Cadbury at its core, we believe that Cadbury Chocobakes Choc-filled Cookies will further strengthen our position in the fast-emerging Choco-bakery segment and consolidate our foothold in the snacking domain.”

    Cadbury Chocobakes Choc-filled Cookies, is truly a cross-pollination of the iconic Chocolate and Biscuit category, delivering a delightful and unique experience for the consumer. Unlocking the potential of indulgence, this latest innovation is an attempt to further premiumize the biscuit category while expanding its trajectory in the country on the back of agile innovations that continue to match the growing consumer expectations. This initiative underscores the company’s commitment to stay consumer-obsessed and to empower consumers to snack right, by providing them with more choice and newer eat experiences.

    The launch of Cadbury Chocobakes Cookies will be supported by a 360-degree communication campaign, designed to bring to the fore the company’s latest innovation, which will include a new TVC, innovative outdoor, print & digital campaigns along with strong in-store visibility. Cadbury Chocobakes Choc-filled Cookies is priced at Rs. 30 for 75g and Rs. 60 for 150g. 

  • Mondelez India launches ‘Go ‘Madbury for Cadbury’ campaign

    Mondelez India launches ‘Go ‘Madbury for Cadbury’ campaign

    MUMBAI: Mondelez India, the makers & bakers of some of India’s leading snacking brands like Cadbury Dairy Milk, 5Star, Oreo, Bournvita etc., for the very first time throws open the doors, inviting the nation to ‘go Madbury for Cadbury’. Through this initiative, the company is encouraging all the chocolate aficionados to don their culinary hats and tighten their aprons while they create their own Cadbury Dairy Milk bar. This initiative underscores the company’s commitment to stay consumer-obsessed and to empower consumers to snack right, by providing them with more choice and newer eat experiences.

    In line with Mondelēz International’s recently launched and first-ever State of Snacking report, which highlighted how snacking provides Indians with a source of identity and cultural exploration and how snacking as a tradition has also built strong bonds and memories, the ‘go Madbury for Cadbury’ initiative gives an opportunity to Indian consumers to take some time out with the family and friends, take a nostalgic trip and create some unbreakable bonds and everlasting memories – in short just ‘go Madbury for Cadbury’!.

    Mondelez India  director – marketing (Chocolates)  Anil Viswanathan said, “As a company, we are always looking for ways to innovate and excite our consumers and Madbury is yet another attempt to further strengthen our connect with them. Through this campaign, we are encouraging our audience to make their unique ‘Home wala’ Cadbury Dairy Milk, and thus come up with suggestions for the next Cadbury Dairy Milk limited edition pack with two different ingredients. It’ll be great to see the imagination of our fans shine through and now we have the chance to make the first fan-based Cadbury Dairy Milk bar a reality.”

    Challengers are encouraged to seek the spotlight as the next Cadbury inventor by visiting the website madbury.in and partaking in the challenge. From black forest jelly, coconut, wheat crispies, popcorn, salted caramel to desi ingredients like paan, thandai, khajoor, kaju katli and masala chai, there are options galore to pick and choose from. One can submit up to two of their favourite flavors for the chance to be one of five finalists. What more? Apart from taste and creativity, every bar should have a unique name and an inspiring tale that would have the judges captivated. The company has also tied-up with Amazon.in, for an exclusive Madbury store, where consumers can get some wacky ideas to ‘go Madbury for Cadbury’, with some unique ingredients listed. Entries are open till January 15, 2020. 

    Ogilvy Mumbai  senior creative director Hemant Sharma, & creative director Sagar Jadhav said, "The brief was truly exciting from the word go and particularly challenging for the Indian market where the taste and flavors are as diverse as the land and its people. So, the old-world wisdom, ‘when there’s a lot to say, sing it’ came to the rescue. We created a jingle with stanzas in 8 different languages celebrating the food and cultural quirks of people across the country. We designed the supporting visuals to bring alive the idea of India’s great multiplicity and love for Cadbury Dairy Milk chocolate."

    Conceptualized in partnership with Ogilvy India & Wavemaker, the Madbury campaign will be supported by a 360-degree communication campaign, which includes a fun new video asset, innovative Outdoor & Digital campaigns and strong in-store visibility. The five lucky finalists will have the opportunity to visit Mondelez International’s state-of-the-art Global Research, Development & Quality Centre in Mumbai, India, and work with the chocolate experts to experiment with their creations and make their dream bar a reality. The competition will witness two of the five finalists as champions and their creation will become the latest and most exciting addition to the iconic Cadbury Dairy Milk range. These limited edition bars are slated to be launched in the latter half of 2020 and will be available to purchase for a limited period across markets in India.

  • Mondelez india launches cadbury dark milk – a new chocolate taste

    Mondelez india launches cadbury dark milk – a new chocolate taste

    MUMBAI: Mondelez India announces the introduction of a new taste experience to its thriving bouquet of premium chocolates with Cadbury Dark Milk. Cadbury Dark Milk brings a new taste to the world of chocolate with a superior product experience for those with sophisticated and matured sensibilities. Global icon Aishwarya Rai Bachchan is the face for Cadbury Dark Milk in India, who further reaffirms the company’s commitment to define the evolving taste of chocolate for a more progressive consumer by providing them with a choice, while creating new experiences.

    A proposition for grown up palates, Cadbury Dark Milk appeals to an advanced, matured audience who enjoy varied experiences in their “me time” indulgent moments. Cadbury Dark Milk will help to grow the chocolate category through premiumization by being more relevant and attractive to mature, discerning consumers leading to a scale up in category consumption. The sweet spot between milk and dark chocolate, Cadbury Dark Milk offers a smoothly intense, deep deliciousness with a rich taste.

    Anil Viswanathan, Director, Marketing (Chocolates), Mondelez India, said, “Mondelez India sees a major opportunity in developing a new taste experience in the chocolate category and Cadbury Dark Milk gives us the first mover advantage of becoming the category innovator. Our brands play a special role in people’s lives. Increasingly consumers want products that reflect their lifestyle and we have always been at the forefront of creating distinctive products and platforms to address this need. Cadbury Dark Milk is a unique product that offers a heightened delight of a grown-up chocolate. In this binary world of milk and dark chocolate, Cadbury Dark Milk refuses these boundaries that takes the best of both worlds and creates a distinct blend for an evolved, unconventional taste. And there couldn’t have been a better brand ambassador than Aishwarya Rai Bachchan to introduce Cadbury Dark Milk as she truly embodies the exceptional appeal of this new product innovation with her ground-breaking milestones. Her prestige and repute make her stand out as an accomplished, matured sophisticated individual.”

    Speaking on the association, Aishwarya Rai Bachchan said, "It is a privilege to be a part of Mondelez India’s new category innovation with Cadbury Dark Milk. Cadbury has always given us a reason to enjoy chocolates the way we like it. Cadbury Dark Milk is a new, premium taste that will surely appeal to chocolate lovers. I like its special packaging and most of all I love the taste, it’s richer, darker, creamier. It has been great fun working on this campaign and I am very excited to share this experience with you and see it come to life!”

    The launch of Cadbury Dark Milk will be supported by a 360-degree communication campaign, designed to demonstrate the Richer, Darker, Creamier chocolate experience, which will include a new TVC, innovative Outdoor & Digital campaigns and strong in-store visibility. Priced at Rs. 99 for 72 gms (available in Original – Rich & Creamy variant) and Rs. 199 for 156 gms (available in Original – Rich & Creamy and Salted Caramel – Rich & Creamy variant), Cadbury Dark Milk is all set to take on the chocolate category in India, one bite at a time! 
     

  • Cadbury Dairy Milk Silk ropes in millennial heartthrob Kartik Aaryan

    Cadbury Dairy Milk Silk ropes in millennial heartthrob Kartik Aaryan

    MUMBAI: Cadbury Dairy Milk Silk, India’s favourite premium chocolate brand ropes in new-age Bollywood actor, Kartik Aaryan, as the new entrant into the Silk family. The heartthrob of B town who has been storming the box office with a series of romantic comedy blockbusters fits in perfectly with the brand’s romantic appeal. His consistency matches the brand love that Cadbury Dairy Milk Silk enjoys and both will be a win-win together.

    Commenting on the association, Mondelez India director – marketing (chocolates) Anil Viswanathan said, “Ever since we launched, Cadbury Dairy Milk Silk has grown to be one of our most successful chocolate innovations in the country and has played a lead in the premium segment, offering the consumers a unique and indulgent experience. We believe that our association with Kartik Aaryan will further help in strengthening our connection with the youth, taking Silk’s appeal to the next level.”

    On becoming a part of the Silk family, Kartik Aaryan, said, “I am extremely excited about this association. I love playing romantic fun-filled characters and am looking forward to partaking in yet another refreshing and romantic journey with the iconic Cadbury Dairy Milk Silk.”

  • Ananya Panday roped in as the new face for Cadbury Perk’s ‘Masti Ka Daily Dose’ narrative

    Ananya Panday roped in as the new face for Cadbury Perk’s ‘Masti Ka Daily Dose’ narrative

    MUMBAI: Mondelez India’s iconic brand, Cadbury Perk launched its latest campaign ‘Masti ka Daily Dose’ featuring Bollywood’s ‘Next Gen Star’, Ananya Panday and acclaimed director, Anurag Kashyap. Conceptualized by Ogilvy and Mather, the campaign is based on the actor-director camaraderie where Anurag pulls a prank on Ananya to get her to shoot for a Cadbury Perk commercial.

    Commenting on the same, Anil Vishwanathan, Director – Marketing (Chocolates), Mondelez India, said, “Cadbury Perk is a brand that believes in infusing fun into the mundane and our new campaign lives up to that in an exciting, youthful way. In the past, we have had vivacious personalities like Preity Zinta, Genelia D’souza, and Alia Bhatt who embody what Cadbury Perk stands for – youth, fun and Joie De Vivre. As the new face for Cadbury Perk, Ananya Panday was our natural choice for the brand as she is seen as a rising youth icon and brings alive the brand purpose to life so effortlessly. The brand has a good connect with the youth and with Ananya on board we believe this connect will only get stronger.”

    Brand Ambassador, Ananya Panday, said, "Super thrilled to be associated with Cadbury Perk – my new partner in MASTI. A brand that is fun, easy-going, Cadbury Perk reflects my own playful personality. The TVC is about Masti ka daily dose and shooting it was full of masti too."

    Amitabh Agnihotri, Group Creative Director, Ogilvy India said “Cadbury Perk is known for its light hearted ‘pranks and masti-ful’ approach for the last few years. Now with Ananya Panday as the new face of the brand, and both she and Anurag Kashyap playing themselves in the campaign, the brand has pushed the envelope in every aspect of communication. This time the whole campaign unfolds as if shot behind-the-scenes and in an ‘unscripted’ style. I hope our audience will enjoy the campaign as much as we loved creating it”

    In the teaser ad, Anurag Kashyap is shooting Ananya Panday for the chocolates commercial. The director asks her to be available for the next day’s morning shoot, but Ananya refuses, replying “Sorry, not available”. Pondering how to meet the deadline, he takes a bite of Perk and mischievously decides to use the practice sessions shoot- post taking approval from the actor. The result in the second teaser turns out funny as the director showcases his ‘masti’ by using Ananya’s inset in different scenarios.

  • Mondelez India brings Minions cheer to Cadbury Dairy Milk Lickables and Gems Surprise

    Mondelez India brings Minions cheer to Cadbury Dairy Milk Lickables and Gems Surprise

    MUMBAI: Mondelez India has rolled out Cadbury Dairy Milk in Lickables and Cadbury Gems Surprise in association with the Despicable Me Franchise. Showcasing illustrations of the lovable Minion characters, the new Cadbury Dairy Milk in Lickables highlights the Minions range and comes with 55 exciting Minions toys. Cadbury Gems Surprise will also benefit from the Minion makeover.

    This association will be supported with a new TVC along with digital activations, in-store visibility in modern trade and traditional trade stores. The Minions range of Cadbury Dairy Milk in Lickables and Cadbury Gems Surprise are priced at Rs 40 each and are available in all traditional trade & modern trade retail outlets as well as e-commerce sites.

    Commenting on this association, Mondelez India director – marketing (chocolates) Anil Viswanathan said, “We are witnessing great demand for spoonable chocolates, a trend that is catching up swiftly under this segment wherein the toy is an important category driver. Recognising this scope and the consumers’ affinity towards the Minions characters, the association with the franchise is a fitting one. With this association, we endeavour to transcend the brand love of Cadbury Dairy Milk to our donor segment products like Cadbury Dairy Milk in Lickables and Cadbury Gems.”

    This is a part of Mondelez India’s strategy to recruit the future, with the aim of making Cadbury Dairy Milk the first taste of chocolates for Indians. With a strong innovation pipeline and several global firsts, the company has been introducing newer eat formats, catering to the changing consumer tastes and preferences. Cadbury Dairy Milk in Lickables, the company’s made-in-India innovation, which has the delectable Cadbury chocolate in a spoonable format, has been received exceptionally well by all age-segments especially the younger set since its launch in 2017.

    The collaboration between the two brands has been curated by NBC Universal Brand Development Group’s licensing partner, Black White Orange.