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Tag: Mondelez

  • Kantar Creative Effectiveness Awards: HUL dominates the digital category

    Kantar Creative Effectiveness Awards: HUL dominates the digital category

    Mumbai: Marketing data and analytics company, Kantar unveiled on Thursday the ads that were most effective and creative in 2021 across India. The firm tested more than 13,000 creatives for clients around the world throughout 2021. 10 percent (1300+) of those creatives were tested in India alone.The India report shortlisted over 350 ads, tested across categories, markets, target groups and media channels.

    Some of the findings from Kantar’s Strategic Sparks for effective and creative digital advertising are:

    • Customized and integrated content yields significantly higher ROI: Carrying forward creative stories and elements from other media amplifies the impact of digital assets.
    • Shoot for instant meaning: Given the attention poor consumers and short window available, it pays to ensure that the consumers are not called to do any additional work for decoding what they are supposed to think and feel about the brand
    • Ride the moment: Embrace the topical issues and trends, to engage and be relevant
    • Strike an emotive chord: Well told stories open up consumers for longer format videos
    • Hook them early:  Promise of a fulfilling story arc, emotive journey and humour help in ensuring that consumers stay invested beyond 6 seconds.

    Commenting on this year’s winners, Kantar Insights Division managing director & chief client officer Soumya Mohanty said, “The spread of ads that consumers have perceived to be both creative and effective is an affirmation of the fact that the space for creativity even in context of marketing ROI is infinite. While there is no magic formula for creating such ads, we can start with the right ingredients and refine them by testing them out with consumers. Kantar is pleased to share the learnings that we have had in the area while working with the leading marketeers in India.”

    Key highlights from this year’s report identified for effective and creative TV advertising:

    • Indians love to ride fulfilling story arcs: Stories create room for empathy, engagement, and vivid memories through which one could influence the way in which consumers think & feel about the brands.
    • Touch of drama helps: Just the right kind and quantity of spice delivered through creative storytelling and filmmaking, elevates even the repetitive themes, to make them more personal, relevant and aspirational.
    • License to be extravagant in visualization: Indians are open to suspending their disbelief for the well visualised film.
    • Layer in emotional meaningfulness: Emotive contexts have the potential to make the consumers warm up to even the dry functional categories.
    • Show, not tell: Integrating brand payoffs as an organic plot event in the script is a timeless approach toward creating vivid and persuasive memories.

    Kantar’s collaboration with the Unstereotype Alliance has led to the development of the Unstereotype metric (UM) which Kantar now includes as a measure of gender portrayal in advertising as an integral part of its Link™ communication pretesting solution. Thus, setting a foundation for marketers to review the potential of their creative executions on this dimension to monitor progress over time.

    Unstereotype metric* (UM) in the long term provides learning and context for gender progressive advertisements. UM is now measured for 14,000+ ads across 70 countries, 3,300+ brands and 251 categories.

    ⎯       Unstereotyping in advertisements is predicted to unlock higher marketing ROI. It signifies strong brand equity and is likely to impact short term sales as well. This impact is not only true for women, but progressive male role models also impact business outcomes across categories.

    ⎯       Progressive ads are more effective and trigger positive engagement. They are in general seen to be more enjoyable, relevant, different and even pleasantly surprising.

    ⎯       Unstereotyping affects various aspects of the brand- power, meaningfulness, difference and saliency especially seen in food & beverage, household and personal care categories.

    ⎯       There are clear and present rewards for brands that seek to be at the forefront of embedding progressive gender roles

  • Kellogg onboards Prashant Peres as MD, India & South Asia

    Kellogg onboards Prashant Peres as MD, India & South Asia

    Mumbai: Breakfast cereals manufacturer Kellogg India has announced the onboarding of Prashant Peres as managing director for the India and South Asia markets. In this role, Peres will be based in Mumbai and steer the business forward in its endeavour to serve consumers with its wide array of food offerings.

    Mohit Anand, who joined Kellogg in 2017 and served as managing director, India & South Asia, has been elevated to the role of general manager, snacks portfolio for Kellogg AMEA (Asia Pacific, Middle East and Africa), based in Singapore.

    “We are pleased to appoint Prashant Peres to lead the Kellogg South Asia business. We believe that his strong experience will help build on our sustainable growth momentum in the market, develop our talent, and bring more food innovations to our consumers,” said Kellogg AMEA president Shumit Kapoor. “Mohit is an excellent leader with rich India and Asia experiences gathered over the years. I am excited to have him join us here in Singapore and unlock the potential of the snacks category across markets.”

    Peres is an FMCG industry veteran, with nearly 25 years of experience in the foods, snacks, beverages and personal care categories across diverse markets in Asia, ANZ and Africa. He joins Kellogg from Mondelez International where he led the Indonesia business as president and MD. Prior to this, he led the chocolate business for Mondelez in India. 

    Prior to that, Peres was with Unilever as vice president for foods, South Asia. His earlier stints include several senior roles in sales and marketing at Unilever in the South Asia region, Turkey, Africa, Middle East, South East Asia, and China.

    “The challenge of leading a business in India is always thrilling, but more so when it is a legacy brand such as Kellogg,” said Prashant Peres. “I am looking forward to step into this role and play a part in augmenting Kellogg’s commitment to serving its consumers and communities with its wide range of cereals and snacks. We are in an exciting place as a business with a fantastic opportunity for nutritious food offerings before us. I am looking forward to growing it further along with the passionate team at Kellogg South Asia.”

  • Cadbury introduces two new flavours

    Cadbury introduces two new flavours

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

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

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

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

    Read more news about Cadbury

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

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

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

  • Cadbury campaign #KahanGayiCadbury leads to new product

    Cadbury campaign #KahanGayiCadbury leads to new product

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

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

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

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

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

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

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

  • Ogilvy Mumbai creates Bournvita Lil Champs’ radio spot ‘I am February’

    Ogilvy Mumbai creates Bournvita Lil Champs’ radio spot ‘I am February’

    MUMBAI:  Ogilvy Mumbai has created a radio spot ‘I am February’ for Mondelez’s Bournvita Lil Champs’, which will have an adorable little girl’s voice talking to the listeners throughout the month of February.

    Ogilvy India – West chief creative officers Kainaz Karmakar and Harshad Rajadhyaksha said, “Bournvita Lil Champs is a special brand with its unique tone and manner, and operates in the world of growing children. When we made the simple yet profound connection that personified February as a shorter child amongst other children, it seemed that the most compelling way to play out February’s story was in the theatre of the mind – radio!”

    They added, “Radio is one of the oldest mediums at our disposal as communicators. Yet the potential of this medium remains vast and largely untapped in the haze of so many other mediums. And it turned out to be the perfect medium for February to have her say and make her point.”

    Mondelez India associate director – marketing (gum, candy, and powdered beverages) Inderpreet Singh said, “Bournvita believes that every child is gifted and unique. Unfortunately, society measures all children through narrow lenses of marks and medals. In doing so we miss to see and recognise the “real potential” of our children. The latest work from Ogilvy for Bournvita little champions inspires parents to go beyond the narrow societal markers of height gain and weight gain and look for “real markers of growth” in children.”

  • Mondelez India lights up village of diya-makers this Diwali

    Mondelez India lights up village of diya-makers this Diwali

    MUMBAI: Festivals form an intrinsic part of the Indian culture. Mondelez India, with its spirited campaigns, colourful packaging and unique product formats has been at the heart of India’s festive spirit for over 70 years.

    This year, Mondelez India brings alive the joy of goodness by bringing people together and strengthens relationships with a deep rooted mantra of generosity and making a difference to people’s lives. Just like no festival is complete without celebrations, Diwali cannot be revered in its true sense without illuminating our homes with diyas.

    Surchand in Rajasthan is a village famously known as the village of diyamakers, while they have been lighting up our lives for 50 years, they themselves continue to live in darkness; until recently, when Mondelez India decided to install solar panels at their homes, ensuring that Diwali, the festival of lights holds true for every house in Surchand.

    Mondelez India director of marketing (Chocolates) Anil Viswanathan says, “Cadbury is a brand built on the founding principle of goodness and generosity. The initiative reminds us of how any act of kindness, however small, can bring joy to people around you, thereby building on our strong proposition of ‘Kuch Achha Ho Jaaye, Kuch Meetha Ho Jaaye’. This Diwali, we hope to celebrate the generosity in everyone, showcasing how such moments go on to strengthen human relationships.”a

    "Brand speak is no longer enough. If you really want to be a brand that matters, you have to be a brand that does. Cadbury has always had generosity at its core. So when Diwali came around, we discovered this village that makes diyas for a living, but doesn’t have electricity for most of the day. The irony was obvious. And the solution was too. What if we could light up their lives, the way they light up ours? From there it was only getting it done that was the hard part. And their reactions were totally worth the hard work,” adds Ogilvy & Mather executive creative director Neville Shah.

  • India accounts for $900 mn for Mondelez: Maurizio Brusadelli

    India accounts for $900 mn for Mondelez: Maurizio Brusadelli

    MUMBAI: Mondelēz International has finally launched its newest global research, sevelopment and quality technical centre in India located in Thane, Maharashtra.

    The India Technical Centre has been set up with an investment of $15 million and will support new products and technologies for the company’s global brands in chocolate and beverages.

    The India hub joins nine other Mondelēz International Technical Centres around the world that are already in operation, including East Hanover, New Jersey, in the United States; Curitiba in Brazil; Bournville and Reading, both in the UK; Wroclaw in Poland; Singapore; Suzhou in China; Saclay in France and Munich in Germany.

    The Indian Technical Centre will also focus on consumer science, packaging and productivity. This is part of the company’s strategy to invest $65 million in developing a global network of state-of-the-art technical hubs strategically positioned around the world. 

    The chocolate giant has launched few products in the past specially for the Indian consumers to cater to their need and taste. Fuse, Cadbury Lickables, Dairy Milk Silk and the timeless 5Star, were all made in India first and later replicated in other parts of the world. 

    The Thane Centre will collaborate on innovations with multiple countries within the company network. “As we accelerate consumer-centric growth across both our global and local heritage brands, innovation plays a crucial role,” says Mondelez India Managing Director Deepak Iyer. 

    Spread across an area of 12000 sq meters, the Thane Technical Centre will be equipped with multiple technical capabilities, such as a pilot plant, a packaging creative studio and a range of laboratories for technical research and development. The team of around 150 scientists, developers, engineers, analytical chemists and other specialists will closely collaborate on innovations across the globe. The site is a zero water discharge facility, zero waste to landfill and has 100 percent rain water harvesting.

    India is the fastest growing market in the world for Mondelez and has the highest chocolate market share amongst all other countries for the Cadbury maker. Mondelez EVP for AMEA region Maurizio Brusadelli states that Indian market accounts for $900 million for Mondelez.

    However, it will be a challenge for Mondelez to sustain its growth with newer products and companies entering the market. Recently, Hershey International also launches its iconic Hershey’s kisses in India that will be Made in India specifically to cater the Indian consumers. But Mondelez does not see that as a challenge and rather considers it as a healthy competition. Deepak says, “We always want competition in the market. The average chocolate consumption in India is very low as compared to other parts of the world. We hope that with our competitors we can continue to grow the category.”

    Mondelez has been present in India for over 70 years. The company introduced Cadbury Dairy Milk and Bournvita in India in 1948 and since then has been a leader in the chocolate category in the country.

    The company operates in the chocolate, beverages, biscuits and candy categories in India with brands like Cadbury Dairy Milk, Cadbury Dairy Milk Silk, Cadbury Celebrations, Cadbury Bournville, Cadbury 5 Star, Cadbury Perk, Cadbury Fuse, Cadbury Gems, Cadbury Bournvita, Tang, Cadbury Oreo, Bournvita Biscuits, Halls and Cadbury Choclairs Gold. 

    Headquartered in Mumbai, the company has sales offices in New Delhi, Mumbai, Kolkata and Chennai and manufacturing facilities at Maharashtra, Madhya Pradesh, Himachal Pradesh and Andhra Pradesh in addition to a vast distribution network across the country.

  • Mondelez International elevates Luca Zaramella as EVP CFO

    Mondelez International elevates Luca Zaramella as EVP CFO

    MUMBAI: Mondelez International has elevated Luca Zaramella, appointing him as EVP chief finance officer. 

    His new role will be effective from 1 August, 2018.

    As the new CFO, Zaramella will be responsible for the oversight of the company’s global finance, information and technology solutions and shared services functions. 

    He will report directly to Dirk Van de Put, chairman and chief executive officer, and will be a member of the Mondelez International leadership team. 

    Zaramella will replace Brian Gladden, who will leave the company in August. After 10 years as a public company CFO, Gladden has decided to pursue an opportunity outside of the Fast Moving Consumer Goods  (FMCG) sector. 

    “Luca is a strong financial and strategic leader who possesses deep knowledge of our commercial business at a local level around the world, and deep financial expertise,” noted Van de Put. “He has been developed to take on this role for many years and has been closely involved in the development of our new strategic framework.”

    On leaving the organisation, Brian Gladden said, “I have enjoyed working with the Mondelēz International team to build a world-class global finance organisation. Leaving the company is a tough decision, but I look forward to a new career experience and depart knowing that Luca is an ideal choice to be the company’s next CFO.  Luca and I have worked side-by-side over the past few years, and I have incredible respect for his financial expertise and company knowledge.”

    With more than 20 years of broad financial experience in both emerging and developed markets, and a track record of delivering strong results, Zaramella has an intimate knowledge of the company’s business across products, markets, operations, competitors and customers.  

    Zaramella has served as Mondelez International’s SVP of corporate finance since 2016 and was the SVP and corporate controller from 2014 to 2016. Prior to that, he was SVP of finance at Mondelez Europe. He began his career with the company in Italy before holding positions of increasing seniority in Latin America, Europe and North America.

    Mondelez International had a net revenue of approximately $26 billion in 2017. The company is a world leader in biscuits, chocolate, gum, candy and powdered beverages, featuring global Power Brands such as Oreo and belVita biscuits; Cadbury Dairy Milk and Milka chocolate; and Trident gum.

  • Prashant Peres takes on global role at Mondelez, Anil Viswanathan to fill his shoes

    Prashant Peres takes on global role at Mondelez, Anil Viswanathan to fill his shoes

    MUMBAI: Mondelēz International has made some key elevations in the company, with Prashant Peres, previously director – marketing for chocolates, Mondelez India, moving into a new regional role of senior director for chocolate equity and innovations, AMEA, Mondelēz International.

    Furthermore, in line with the company’s ongoing commitment to develop and groom internal talent, it has announced the appointment of Anil Viswanathan as the new director of marketing for chocolates Mondelez India, succeeding Prashant. 

    Serving as the director of marketing for chocolates Mondelez India since 2015, Prashant has been instrumental in leading the chocolate category turnaround, achieving double digit growth despite external economic challenges, such as the sudden currency demonetisation and GST implementation. He is credited for launching various successful innovations under Mondelez India’s chocolate portfolio, including a made-in-India innovation like Cadbury Dairy Milk Lickables in 2017, which is now a global best practice. Mondelez India is the undisputed chocolate category leader in the country and is currently in its all-time high, with respect to market share. 

    Stepping into Prashant’s role is Anil Viswanathan who has been with Mondelez India for about 18 years. His journey in the company has taken him into regional and global roles and into different categories including chocolate and biscuits. He has progressed through various product, brand management, and category marketing roles. Most recently, he was part of the global chocolate team driving chocolate innovation based out of Zurich, Switzerland. One of his achievements, during his stint here as senior innovation platform manager has been the launch of Cadbury 5Star globally, which is now present in three continents including markets like Brazil, South Africa and Southeast Asia. Viswanathan has also been instrumental in the launch of Cadbury Fuse in India, in 2016. 

    His close to two-decade long connection with the chocolate category and understanding of the Indian market will ensure Mondelez India’s continued reign as the undisputed market leader in the chocolate category in the country.

    Mondelēz International is building the best snacking company in the world, with 2017 net revenues of approximately $26 billion.

    Headquartered in Mumbai, the company has sales offices in New Delhi, Mumbai, Kolkata and Chennai and manufacturing facilities at Maharashtra, Madhya Pradesh, Himachal Pradesh and Andhra Pradesh in addition to a vast distribution network across the country.