MUMBAI: He loves reading and sharing his thoughts about leadership. Former Kimberly-Clarke sales director Srikanth Iyer has hopped over to Nivea India with the same title. With a career of more than 16 years spent in sales, Iyer has had tenures with various multinational and Indian companies.
The BE in computer science Mumbai university and IMT Ghaziabad PGDM in marketing joined Patni Computer System out of college, and then got into selling beer while at Sab Miller as area manager. He then spent a good six years at Pepsico looking after the Mumbai territory’s sales and customer marketing before developing a sweet tooth and joining Mondelez handling Eclairs, Halls, Bournvita and Tang for a year and some months before being given charge of the largest territory for the company.
Opportunity came his way from Himalayan Wellness Co to take over as business head for Bangladesh. He gladly took it up and led a team of 500 across functions and developed the market for Himalaya face care , body care, hair care, baby care and animal care products. A position he held for two years.
A short stint of less than a year followed at Metro Wholesale India which he joined as senior vice-president head of sales and marketing. He then joined Kimberly Clark India as sales director leading the company’s sales strategy and its execution.
“Srikanth has led route-to-market transformations, implemented alternate distribution models, and partnered on product innovation. Over his career, he has built high-performing teams that drove profitability and achieved significant market share gains across categories such as personal care, baby care, wellness, and retail, establishing himself as a results-driven FMCG leader,” said Nivea India in a post on linkedin. “ At Nivea India, Srikanth will lead our sales strategies, strengthen distribution networks, and enhance market presence, supporting our mission to provide trusted skincare solutions to consumers across the country.”
Mumbai – The second edition of SMARTIES Unplugged India 2024 on 11 October is just around the corner, offering attendees 10+ curated sessions and insights from 20+ industry leaders. The pre-gala event will explore how AI-driven innovation and technology-powered creativity are reshaping the future of marketing, with expert speakers from brands like Flipkart, Spotify, HDFC Bank, Federal Bank, Ajio, Performics, amongst many more.
SMARTIES Unplugged India promises to be a must-attend event, delivering valuable insights from cutting edge work featuring at SMARTIES, jury POVs on winning work, spotlighting top categories of Smarties and their evolving influence in the marketing ecosystem. on the future of advertising, marketing, and business strategies shaping the future of marketing excellence. The agenda features masterclasses, in-depth discussions, and interactive sessions, giving attendees actionable strategies to take back to their teams. Partners for the event include – InMobi Glance, Silverpush, Blis, Federal Bank, Hybrid, Digital Turbine, Spotify, Mondelēz, IAA India Chapter, flynt.social, Verix, The Free Press Journal, Indiantelevision.com, Adgully & Medianews4u.com.
Key Highlights of the Event –
● Masterclass on The Future of Video Advertising Gaming apps are emerging as high-attention platforms for video advertising, rivaling social media for brand engagement. Insights to master these interactive ads to boost brand performance will be shared by leaders from Digital Turbine.
● Creativity Through Play in Leadership Playfulness has been identified as a key driver of creativity and resilience, essential for leadership in today’s AI-driven world. The session will explore how a culture of play can unlock innovation, with perspectives from Play2Transform Group.
● Top SMARTIES Categories in Spotlight This session will offer a deep dive into the top categories that have seen the maximum traction at SMARTIES, discussing emerging trends in creativity and technology, with insights from Performics India, Interactive Avenues, and Hansa Cequity.
● Insights from SMARTIES Jury & Brands A behind-the-scenes sneak-peek at the strategies driving marketing excellence, with key insights shared by SMARTIES jury and brands like Blis, HDFC Bank, and PivotRoots, alongside reflections from jury observer Kantar.
● Marketing Excellence in the AI Era Marketing leaders from Federal Bank, AJIO, and Madison Loop will discuss how AI and creativity must intersect to drive real business impact in an increasingly tech-first world.
● Attention & Advertising in India, with AI Being the Game-Changer Spotify India will reveal groundbreaking research on how consumer attention in the Indian market is reshaping advertising strategies, offering brands a roadmap to more effective campaigns. Hybrid will shed light on how AI-driven solutions are revolutionizing digital advertising, delivering cutting-edge results for brands.
● Performance-Driven Creativity: Crafting Campaigns That Deliver This session will highlight how brands can use consumer insights to balance short-term wins with long-term brand loyalty, showcasing innovative approaches from Ultratech Cement and Glance Advertising.
SMARTIES Unplugged will provide a comprehensive view of the evolving marketing landscape. Smarties Unplugged is truly designed to equip attendees with practical strategies to elevate their marketing efforts.
Mumbai: Priya Barve has joined WPP as India’s Client Lead for Hindustan Unilever Limited. Priya brings over two decades of experience in advertising and marketing, and has held leadership roles with Google, Mondelez, and Leo Burnett across Asia-Pacific. She brings a rich and diverse perspective on communications and media, having worked on both – the agency and client side, as well as with tech platforms.
She also encompasses a rich knowledge of the fast-changing consumer and digital landscape in emerging markets across Asia. Passionate about F&B, outside of work Priya is best known for having participated in MasterChef Asia in 2015.
Commenting on the appointment, WPP chief client officer for India, Shubha George, said: “A consummate professional, Priya brings a wealth of experience in aiding business success and digital transformation, as well as key local insights that needed to win in many Indias. HUL is one of WPP’s key clients, one with whom we have had the pleasure of working with for a number of years. We are delighted to see Priya joining the team to lead such an important client relationship and look forward to driving further business growth and innovation together with Unilever.”
Mumbai: Cadbury Bournvita has launched a new campaign film, titled “Faith, Not Force,” with a strong reminder for society to recognise and nurture every child’s individual potential.
Conceptulised by Ogilvy Mumbai, the campaign is a movement that aims to enlighten parents to take notice of their children’s true talent instead of forcing them into preset career moulds. It is supported by a high-decibel 360-degree marketing campaign, including print activations, partnerships with leading social media platforms, and influencer engagement.
As a society, we’ve always dictated what our kids’ futures should be. Even though we have their best interests at heart, we force our kids towards a particular profession, often ignoring their natural inclination and talent.
And to demonstrate this in a manner that registers and drives the point home, the brand has decided to do something audacious. It transformed the iconic Bournvita Jar, found in every household, and forced the jars to become something they weren’t destined to be—a toilet cleaner jar, an egg box, a tissue paper box, a glass cleaner bottle, a ketchup bottle, a soap box, a cooking oil bottle. These jars contain Bournvita powder inside them but don’t look like the Bournvita jars they were meant to be.
The intent is to shock consumers when they reach out for the iconic Bournvita jar at shopping aisles and our direct-to-consumer website and notice these strange-looking packs, to help them draw a parallel to situations when children are also forced to follow a predetermined path that may work for others but may not be true to the child’s individual potential.
The Bournvita Forced Packs are available at select Star Bazaar outlets as well as online. By bringing these jars home and sharing their pledge, parents can demonstrate that they, too, are opposed to forcing children and support “FaithNotForce.”
For the launch, Cadbury Bournvita has partnered with Star Bazaar to feature the shocking avatar of jars in select stores and capture shoppers’ reactions in real-time.
Commenting on the campaign, Mondelez India GCBM director of marketing Vikasdeep Katyal said, “Over the last seven decades, Cadbury Bournvita has successfully built a strong bond with parents by delivering on nutritional needs. While society continues to view career options as having a narrow range, we recognised the need to encourage parents to relieve themselves of the burden of passing on the same career choices to their children. Our idea is built on the simple premise of not overlooking a child’s true potential, and we are confident that the innovation in terms of the packaging will help parents take notice of the campaign along with the “FaithNotForce” pledge on www.thebournvitastore.in. We sincerely hope to gain support in our attempt towards instilling faith and celebrating every child’s uniqueness.”
Speaking on the thought-provoking campaign, Ogilvy India chief creative officers Harshad Rajadhyaksha and Kainaz Karmakar said, “It took a long time and many test runs before we could get this project to the floor. Right from idea to execution, our creative team, Akshay Seth and Chinmay Raut, and the larger Bournvita team at Ogilvy have spared no effort. From the birth of the idea to planning the campaign ecosystem, designing the packs and e-commerce page, it has been an exciting journey. When people around saw the idea, the emotions it evoked was all the proof we needed, that we’ve hit upon a truth that needs to be told. Forced packs is an intervention; to stop pushing our ambitions onto our children.”
Mumbai: Cadbury 5 Star has taken its famous tagline “Do Nothing” a notch higher. While other brands spend a fortune on deploying ads and in-app banners during the festive season, Cadbury 5 Star has reduced its budget to zero and declared that it can now “do nothing” to advertise.
That’s because the brand has simplified its logo into a graphic of five stars. Now every time any app asks for a rating, the five blank stars on the app screen will resemble the new 5-star logo, which means every app will end up advertising for the product without even intending to. As a result, the brand is now visible across apps without the need to spend or do anything.
Conceptualised by Ogilvy, the one-of-a-kind “#5StarsEverywhere” campaign cuts through the noise of regular, high-budget promotional activities by deftly playing on what the brand does best: innovate.
Ratings have become an integral part of all D2C services, from food and grocery delivery to audio books and online shopping. Executing yet another brave idea, Cadbury 5 Star jumped at this opportunity and made itself synonymous with ratings across the board, essentially hijacking every app platform and smartly turning it around to be an ad for the chocolate.
With their new logo now present all over the internet, the brand now plans to hijack other mediums for free advertising over the coming weeks, by leveraging this crazy approach.
Speaking about this creative advertising, Mondelez India vice president of marketing Nitin Saini said, “With every subsequent Cadbury 5 Star campaign, we have strived to do something out of the box while shining a spotlight on the “Do Nothing” proposition. As a youth-centric brand, all our recent efforts were aimed to resonate with the current generation, from NothingCoin to our Valentine’s Day alibi campaign, “My Cousin’s Wedding.” Now with “#5StarsEverywhere,” the goal is to get consumers to engage with the brand in the most inventive way possible. By simply tweaking our logo, the brand has created waves by investing next to nothing in advertising and still gaining maximum eyeballs across almost every app. Steering away from the quintessential way of promoting, Cadbury 5 Star adds a fresh perspective by relaxing and leveraging the five-star review on the apps to spread the sweet message, “Do Nothing.””
Talking about the unique concept, Ogilvy India chief creative officer Sukesh Nayak said, “Cadbury 5 Star believes in the philosophy of “Doing Nothing.” To solidify this idea in young minds, we conceptualised a smart hack with “#5StarEverywhere.” This is a disruptive app takeover idea that maximises partnerships by ensuring that 5 Star’s brand logo integration happens effortlessly across apps that have a rating mechanism. In the festive season, when brands bombard consumers with thousands of branded ads, we cleverly redesigned the 5 Star wrapper to mimic the “ratings” sections that are present across most apps and subliminally turned them into ads for 5 Star. So now anyone who sees an app rating page will think of Cadbury 5 Star. Yes, you will see a 5 Star literally everywhere. The list goes across platforms, service categories, languages, and countries. What adds to the fun, thanks to our ingenious idea, is that the brand will be literally everywhere and be part of fun conversations by doing nothing beyond the regular media budget.”
Mumbai: For the mushy lover in me, alphabetically, ‘L’ stands for ‘Love’, then what does ‘S’ stand for? According to the new campaign of Cadbury Dairy Milk Silk, ‘S’ stands for ‘Love’. Some days back, Mondelez India, which is a part of Mondelez International, a multinational confectionery, food holding, beverage and snack company revamped the look and shape of its flagship premium chocolate, ‘Cadbury Dairy Milk Silk’ through an elaborate digital campaign.
The campaign, which has been put in place by Ogilvy India, opens with various renditions of love amongst couples, and shows the progression of how Cadbury Dairy Milk (CDM) Silk as a name has now been revamped to a symbol of love – ‘S for Silk’, how from a letter it now holds the infinity of love (the infinity sign gets converted inversely into the shape of an ‘S’), and how with a new look and shape of the brand, one could indulge in the new language of love.
Ever since its launch in 2010, Cadbury Dairy Milk Silk has continued to cater to the young generation through its personalised innovations and heartfelt messaging. “Over the years, the brand underwent a few rounds of packaging upgrades while remaining largely consistent in terms of brand architecture and personality. But for the first time, Silk is undergoing a bold visual identity upgrade to further strengthen its consumer connect and dial up premiumness,” reveals Mondelez India vice president of marketing Anil Viswanathan.
CDM Silk is undoubtedly one of the leading products from Mondelez’s portfolio. Talking about the market share that the brand CDM Silk holds in the chocolate segment, Viswanathan adds, “CDM Silk virtually created the premium segment in the chocolate category. It currently holds approximately 74 per cent share of the premium segment within the chocolate category (as per MAT 20 Nielsen data).”
The revamped look, co-incidentally, makes it just in time for the festive season
Considering that CDM Silk is one of the most loved brands in the country currently, Mondelez’s detailed research led to the refurbishment of the look and shape of the brand. Viswanathan emphasised, “Over the last decade, Cadbury Dairy Milk Silk has been synonymous with the celebration of young love. The new generation is constantly on the lookout for richer, innovative and fulfilling experiences that make their everyday moments special. And the change in packaging was done to manifest this expectation and the brand’s promise to offer the ultimate premium indulgent experience visually as well.”
The exuberant packaging exhibits vibrant colors to highlight variants along with tempting visuals that signify premium indulgence. Along with this, the refreshed mould designs carry an ‘S’ engraving across every cube of the silk bar as part of its holistic design revamp strategy. “Perfectly embodying the role of CDM Silk as the most special chocolate for all special occasions through design and the proposition for Love’,” points out Viswanathan.
The new look and shape of CDM Silk, co-incidentally, are timely for the festive season. Talking about whether the move was intended to be this way, Viswanathan clarifies, “Cadbury Dairy Milk Silk is loved by consumers all year round, but it enjoys incremental love, especially during special occasions. However, the timing was aligned from the perspective of our brand plans and goals rather than just targeting the festive season, in the hope of making our consumer’s ‘me’ and ‘we’ moments even more special.”
The creative thought and execution
Having a chat with the creative agency behind the campaign and talking about the new ‘S’ for Love proposition for CDM Silk, Ogilvy India chief creative officers Kainaz Karmakar and Harshad Rajadhyaksha say, “Cadbury Dairy Milk Silk has always been about young, innocent love. The bold new packaging design now has a single letter ‘S’ standing out in gold. We wanted to create a campaign line that not only captures the essence of what Silk stands for but also stays memorable. ‘S’ for Love does that beautifully.”
As we all know, CDM Silk’s brand positioning has always been about love and romance, since its inception and clearly, it continues to be so. Could there be any particular reason behind that? “CDM Silk is a premium chocolate, a special formulation that is more of an experience than just a new taste,” asserts Rajadhyaksha.
Delving further into the creative thought of the campaign, Karmakar says,“’S’ for Love is a campaign that reinstates the relationship CDM Silk has with love. The brand implements every effort to make love special. With ‘S’ for Love, we want every couple to understand that if someone has gifted you a CDM Silk, it is a gesture of love.”
I first saw the new look and shape campaign of CDM Silk on Spotify, and I simply loved it! Karmakar and Rajadhyaksha chime that they equally loved creating the campaign too. Mondelez experiments with various types of media for CDM Silk and talking about the execution of the campaign, they say that the campaign has a digital as well as OOH spectrum. “So apart from the launch of video and outdoors, we have exciting influencer activations and a host of social media engagements coming up.” They add that the campaign also has a phase II with a TVC and a subsequent digital campaign around it that the team is super-excited about. Followed by a high decibel 360-degree marketing campaign which introduced the identity of the brand, the campaign is set to utilise multi-media robustly till the end of 2022.
Strategy forward and innovations
Viswanathan seems well-focused on the way forward for the brand. “We want to stand for the ultimate premium indulgent experience, not just within the category but in our consumer’s world. Thus, our efforts are geared towards continuously turning more and more consumers into CDM Silk lovers – increasing market penetration on the back of elevated brand and product experiences,” he mentions.
Discussing the innovations that one could look forward to about the brand CDM Silk, Viswanathan explains, “With consumer-centricity at its core, Mondelez India believes in empowering consumers with more choice, driven through unique innovations across brands. Thus, over the last decade, the brand has pioneered first-to-market product innovations and introduced new eating experiences in the form of Silk Bubbly Bubblegum, Silk Mousse, Silk Red Velvet Oreo, etc. As the consumer palate continues to evolve with exposure to emerging trends and products, we aim to adapt and accelerate the innovation engine to match the growing expectations.”
I’m all set to dive into the enticing experience of the new CDM Silk, and Viswanathan only avows further on a concluding note, “You will hear more from us on this in the future.”
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.
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.”
Mumbai: Cadbury Dairy Milk has rolled out an all-new campaign in collaboration with Ogilvy. It urges people to treat and embrace others’ happiness and achievements with a big heart. The launch will be supported by a 360-degree communication campaign with amplification across media touchpoints.
The all-new TVC adds a new dimension to the generosity narrative and nudges people to be there for someone.
With this development, the brand aims at melting the power distance across varied relationships—one relatable story at a time—and taking the “Kuch Accha Ho Jaye, Kuch Meetha Ho Jaye” story to the next level.
Staying true to its narrative, Cadbury Dairy Milk has successfully captured the essence of evoking kindness and generosity over the years.
The heartening one-minute video opens with a politician and his bodyguards rushing to the diyas amid the crowd cheering for him. One of his closest aides is seen checking the time nervously on his duty. Observing this, and much to the viewers’ surprise, the politician asks for his daughter’s roll number. While the bodyguard is left perplexed, he proceeds to check the results on the phone. The politician, realising that she has cleared the entrance exam, offers a Cadbury Dairy Milk, which he specifically carried to celebrate the good news with his bodyguard, and asks him to take the day off and celebrate with his family.
Commenting on the campaign, Mondelez India vice president of marketing Anil Viswanathan said, “Since 2018, generosity remains an innate part of Cadbury Dairy Milk’s storytelling that continues to connect consumers across all the geographies. Shining a spotlight on the inner ‘acchai’ and keeping purpose at the heart of our messaging, we have rolled out multiple campaigns that celebrate small acts of kindness.”
Taking a step forward in the same direction, our latest effort reiterates the meaning of “Kuch Acha Ho Jaye, Kuch Meetha Ho Jaye” by urging individuals to share others’ happiness with a big heart and make their “meetha” moments even more special. Built on the simple insight that entitlement can create distance in relationships, we believe that the campaign’s powerful, yet relatable narration will inspire people to look beyond their own realities and create shared moments of happiness,” he added.
Ogilvy chief creative officer Sukesh Nayak shared, “When we forget our entitlements and treat all as equal and celebrate their happiness as if it is ours, the joy is doubled. This is the thought behind our latest campaign for Cadbury Dairy Milk. This thought beautifully builds on the brand’s ongoing generosity platform. The campaign will have many touch points that will inspire us to join in and celebrate not just ours but others’ happiness too.”
Mumbai: Mondelez India’s Cadbury Fuse has rolled out a new marketing campaign with WWE champion The Great Khali to support its newest ‘bhaari’ proposition.
The new campaign “Cadbury Fuse, Bhaari Hai” aka “It’s Heavy” showcases the product as a substantial snack catering to hunger pangs throughout the day.
To bring alive ‘Bhaari’ ness of the campaign, the brand has on boarded former WWE World HeavyWeight champion, Dalip Singh Rana aka The Great Khali.
Setting the new proposition in action, the TVC opens with two students discussing hunger pangs hitting them through what seems like a never-ending science lecture. While all the students continue to work on their assigned tasks, one of them is seen sending out a text message seeking help. The film then cuts to a shot of The Great Khali walking in, to his rescue, revealing the Bhaari/Heavy Cadbury Fuse as he reaches the student. The ad ends with Khali feeding the student Cadbury Fuse, a snack that satisfies Bhaari Bhook.
In addition to the TVC, the campaign is supported by high decibel digital and innovative outdoor initiatives. This includes capitalizing on the ongoing social media trend of block transition reels, select disclaimer videos on YouTube and impactful on-ground activations, all emphasizing on the ‘Bhaari’ness of the product.
Speaking about the campaign, Mondelez India president (marketing) Anil Viswanathan said, “The role of snacking has evolved considerably over the past couple of years. Consumers are constantly on the lookout for snacks that are not only indulgent but also filling at the same time. Our premium countline brand, Cadbury Fuse has been bridging that gap in consumers’ lives ever since its launch in 2016. With this new proposition, we aim to recapitulate Cadbury Fuse as a substantial, filling snack, that reigns in hunger pangs while providing a great taste experience. With The Great Khali on board, we are excited to see India’s favourite HeavyWeight champion help us manifest the Bhaari messaging behind the latest campaign”
Talking about the execution and idea behind the campaign Ogilvy chief creative officers Kainaz Karmakar and Harshad Rajadhyaksha, said “In the new campaign for Cadbury Fuse we put the spotlight on what the product delivers best – it’s a bhaari snack, stuffed with peanuts, chocolate and caramel, making it the most wholesome answer to hunger. To exaggerate the ‘bhaari-ness’ we use Khali as the carrier and the feeder.”
“The director, Abhinav Pratiman has delivered the humour just right. Khali is almost apologetic about the disruption his entry causes. The subtle chaos in the chemistry lab, the reaction of the students and the professor will make people want to see the commercial every time it plays,” they added.
Wavemaker chief client officer head West Shekhar Banerjee added, “What you will see is the synergy of three heavyweight champions. The Great Khali, Cadbury Fuse, and power of precision content targeting. This is a very creative use of custom intent and AI driven search content, helping us in hijacking every piece of content around snacks with Khali like a bolt from the blue, establishing Fuse as a Bhaari snack.”
