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Tag: Mondelez

  • Mondelez rolls out a global campaign for Oreo

    Mondelez rolls out a global campaign for Oreo

    MUMBAI: Oreo, the cream sandwich biscuit brand by Mondelēz International, takes the special ritual of ‘Twist, Lick, Dunk’ forward, rolling out its new global campaign called, Oreo People, simultaneously across 50 markets in AMEA, LA, MEU and will be localised with nuances to drive relevance.

    The new global creative platform is the latest installment of the brand’s Wonderfilled campaign. Oreo People is built on the idea that when we connect with Oreo, playfulness is evoked in us all despite differences, playing with Oreo brings people together. Every time an Oreo cookie is twisted and opened, a new playful side comes out which is optimistic with limitless possibilities.  

    The campaign is especially designed to engage with consumers in today’s multi-screen, short-attention-span world with exciting visuals and irresistible music, extending across all channels, with a strong focus on digital.

    The new TVC displays a wide-cross section of people and how they enjoy their Oreo cookies, making the much-loved brand relevant to them. With this latest creative platform, Mondelez India aims to widen the appeal of the brand in the country, while continuing to play on its core territory. 

    Mondelez India head of biscuits category Sudhanshu Nagpal says, “Oreo was introduced in India close to seven years back and in such a short span, India has emerged among its top-five markets by volume. Today, twist, lick, dunk has become a ritual; it has been at the heart of numerous warm family moments. Oreo has always stood for bringing people together and the Oreo People campaign takes ahead this proposition. The campaign is based on a key universal insight that while we all share the same playful spirit inside, we often forget about it because of the pressures of modern life. The global campaign aims at widening the appeal of the brand, connecting with a wide cross-section of people, while picking up on the local nuances to drive relevance.”

    FCB regional chief client officer for Asia Jane Lim adds, “Oreo has always been a brand that encourages and inspires people to connect with the people and world around you. When we were kids, playing together was our way of communicating, we connect better when we play together. We believe everyone has a playful spirit waiting to be let out. With this film we tell the story that no matter our differences, playing with Oreo brings us together, because we are all Oreo People.”

    The campaign will be rolled out across platforms with a new TVC, as well as outdoor, print and digital campaigns across sections.

  • Digital takes centre stage on tepid Valentine’s Day for brands

    Digital takes centre stage on tepid Valentine’s Day for brands

    MUMBAI: Love has been in the air and on the internet all week. Valentine’s Day is no longer about just a day you spend with your loved one but is rather a week-long affair of gifts and celebration. Valentine’s Day has become no less than a festival in India, a country that takes much pride in its traditions and culture.

    Although the phenomenon is only a few years old, the enthusiasm of brands investing in Valentine’s Day seems to be only increasing every year. Gifting and food and beverage (F&B) industry are most active during this time of the year and it is a big occasion for all sectors other than BFSI.

    Earlier, brands focussed mainly on print advertising backed by television for Valentine’s Day promotion. But that seems to have changed now. Brands are increasingly looking at newer avenues to connect with consumers and remind them about the brand. Although the market sentiment for the day in 2018 has been tepid as major brands chose to stay away from advertising, some SMEs and new players leveraged the day to connect with consumers. The day also saw e-commerce, a major advertiser during major festivals and occasions in India, not being too gung-ho but small gifting websites such as Chumbak, Bigsmall, Dailyobjects among others got the most from the occasion on the digital platform. 

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    iProspect India associate vice president, branding and affiliate marketing Mihir Mehta notes that brand sentiment this year has been weak as advertisers have stopped force fitting their products to occasions. 

    Over the years, Mondelez India has built and led the occasion through its concerted marketing efforts and gifting innovations. This year, Cadbury Dairy Milk Silk announced the launch of its new special edition pack with a heart pop, which urges consumers to not hold back from expressing their love.

    Dentsu Aegis Network’s digital agency, Carat, collaborated with Snapchat to create India’s first ‘National Snapchat Lens’ for the product. Through this lens, one can blow a kiss with the Silk bar, which creates a drool effect around the consumer. Additionally, the agency also used 3D filters on Facebook that allowed users to engage and post a variety of animations on their pictures/videos, which could be downloaded and shared later.

    This year, we saw brands leverage digital as the primary medium for brand activation as the occasion caters to people in the age group of 16-30 years and as the millennials are more active on digital than on traditional mediums. Other than the usual promotional ads, brands started Valentine’s hashtags to attract online audiences and organised social media contests.

    Consumers have today become more product-centric and brands are making sure they deliver that. Mehta says that this year brands have not used Valentine’s Day for customer acquisition but have rather concentrated on engagement with existing customers.

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    Food-delivery platform Swiggy created an opt-in platform called, My ValenDine, that used interested Swiggy users’ order history, and matched them based on their favourite food and preferences. On Valentine’s Day, users could come back to the microsite to find out who their Valendine’s matches were. 

    Jewellery brand Tanishq created an 8-minute digital film that captured seven real love stories. Kellogg’s launched a digital-only campaign on Facebook and Instagram to create buzz around its chocolate flavoured crunchy snack. 

     

     

     

    Kellogg’s believes that the response to its campaign has been very encouraging as both their branded creatives as well as content co-created with leading youth influencers like Tanmay Bhat, Ashish Shakya and Kaneez Surka have surpassed their expectation. This goes on to show that bite-sized and engaging pieces of content create relevant conversation around the brand.

    Brand-Building.com founder and brand guru Ambi Parameswaran notes that this year Valentine’s Day did not see too many ads in the daily newspapers as brands decided to play it low key. “It is possible that after the furore around Padmaavat they were just playing safe but the final pudding is in the eating and if Indian upper-income consumers and youngsters do want an occasion to celebrate, then they will use Valentine’s Day to do that.”

    Also Read :

    How iProspect’s Vivek Bhargava foresaw a digital future two decades ago

    Kids’ candy segment: Communication sees a shift

    Dairy Milk innovates Silk for Valentine’s Day

    Brands pick digital over TV and print for Diwali marketing

  • Ramesh & Suresh get ‘lost’ again in Cadbury 5Star 3D

    Ramesh & Suresh get ‘lost’ again in Cadbury 5Star 3D

    MUMBAI: Ramesh and Suresh are back and this time they are lost at a whole new level. Over the last twelve years, Cadbury 5Star has entertained viewers bringing to them ‘lost’ antics of the iconic duo of Ramesh and Suresh.

    Each time as they get lost in the flavour of the chocolate, the world around them twists and turns giving way for quirky madness and laughter. With this ad, Cadbury 5Star takes forward the idea of getting ‘Lost in Taste at a different level’ with the all new Cadbury 5Star 3D. Mondelez India aims to build on its market leadership in the count line segment as it aims at premiumising the eating experience for its consumers.

    The TVC opens with Ramesh and Suresh standing in a lifeless lobby staring at a painting of a calm lake. As soon as they take a bite of the all new crunchy Cadbury 5Star 3D, the painting comes alive and Ramesh & Suresh begin to swim their way into the painting entering a whole new three-dimensional world. The viewers are taken in for a joy ride, when the ‘lost’ antics of Ramesh and Suresh land them up in a fashion show. Ramesh and Suresh are so lost in its taste appeal that they fail to realise that they are walking on a ramp. The audience is taken in for a surprise and they burst into applauding the brave quirkiness of Ramesh & Suresh.

    Mondelez India director of marketing Chocolates Prashant Peres says, “With Cadbury 5Star 3D, we aim at widening the brand’s play in the category as we add another dimension of ‘Crunch’ to the mix and hence the name ‘Cadbury 5Star 3D’. Ramesh-Suresh have become synonymous with Cadbury 5Star and even as we enter the twelfth year of our campaign, they continue to tickle the funny bone of the viewers. We are confident that they will further help the brand generate strong cut through and continue to be much loved by our consumers.”

    Building on the 12-year-strong legacy of Ramesh and Suresh, the new TVC conceptualised by Ogilvy & Mather has given the iconic duo a cool look as they swim their way into the 3D world.

    Ogilvy & Mather group creative director Amitabh Agnihotri adds, “With the launch of Cadbury 5Star 3D, ‘lost’ gains a new dimension. The launch TVC takes everything; from entertainment to humour, to look & feel; onto a whole new level. We hope that people will enjoy Ramesh & Suresh getting lost on a different level.”

  • Mondelez launches 5Star 3D in India

    Mondelez launches 5Star 3D in India

    MUMBAI: Mondelez India has launched its new innovation Cadbury 5Star 3D, a premium offering in the countline segment. Cadbury 5Star 3D comes in a crunchy, chewy, chocolaty bar that promises the consumers to ‘get lost at a different level’.

    Mondelez India director of marketing chocolates segment Prashant Peres says, “Cadbury 5Star has been one of our strongest brands under the Indian portfolio and has consistently experimented and revamped itself. After launching the exciting brand Cadbury Fuse last year, we are extremely delighted to bring in Cadbury 5Star 3D, which is a great milestone in our premiumisation journey and will further strengthen our market leadership in the countline segment. ”

    The brand will continue to use their eccentric and quirky characters Ramesh-Suresh who have been synonymous with Cadbury 5Star to further aid the brand generate strong cut. Mondelez India’s Cadbury 5Star has been an Indian favourite for almost 5 decades.

    Cadbury 5Star 3D will be first available at Big Bazaar, followed by other modern trade and traditional trade stores and will be priced at Rs 30 for a 45 gram offering.

  • Want the Silk jingle to be popular culture: Mondelez’s Prashant Peres

    Want the Silk jingle to be popular culture: Mondelez’s Prashant Peres

    MUMBAI: What comes to your mind when you hear “Kuch meetha ho jaaye”? Chocolate? Cadbury? Dairy Milk? Well, that’s what most people in India associate with ‘meetha’ today. Cadbury India, now known as India, began its operations in India as early as 1948 by importing chocolates. The brand has always been known for its loveable advertisements that make you want to sing along and do a little jig yourself.

    The Indian chocolate industry was worth Rs 58 billion at the end of 2014 and is predicted to reach Rs 122 billion with a compounded annual growth rate of 16 per cent by 2019. According to the 2016 Euromonitor International report, the chocolate confectionery market in India is projected to grow at around 8 per cent per annum between 2016 and 2021 to reach Rs 16,200 crore (on constant value) from Rs 11,256 crore in 2016, backed by better retailing across rural areas. Mondelez is the market leader in India’s chocolate space, with over 65 per cent market share and Cadbury Dairy Milk is its highest selling product that has a market share of 41 per cent.

    Mondelez India has created some of the most prominent ads in its 69 years of existence in the Indian market, with some of the famous catch-phrases being — ‘kuch khans hai zindagi mein’, ‘shubh aarambh’, ‘pappu paas ho gaya’, ‘aaj pehli tareek hai’, ‘interstellar party’ and ‘kiss me’. All these notable campaigns are attributed to Ogilvy & Mather (O&M), an advertising agency that has been associated with the brand for over 25 years.

    In India, Dairy Milk Silk has been one of the marquee products for the brand, which was launched in early 2010. Ever since then, the Silk jingle has probably been one of the most loved and recognised tunes in advertising and popular culture. Mondelez recently renovated its Cadbury Dairy Milk Silk making it curvier and with a fresh packaging. Now, the company has rolled out a new music video that showcases a refreshing rendition of the jingle by Bollywood singers Armaan Malik and YouTuber Shirley Setia.

    O&M wanted to explore the digital medium to showcase the fresh new look of chocolate in an impactful manner. O&M Client services director Smita Padmanabhan says, “For Silk, the jingle is our biggest brand identity and for the first time this year we had a TVC where the protagonists were actually seen singing it on screen and that gave us the idea to get more people to sing the song they love.”

    This festive season, it kept a low profile on mainstream media and instead took a risk in the digital medium with the first music video. Mondelez India director of marketing (chocolates) Prashant Peres mentions, “The key objective of this campaign was to try and make the jingle a part of the popular culture through an aspirational yet mainstream portrayal as digital is gradually becoming a lead medium for youth brands.”

    Digital has shattered the invisible wall between brands and customers but it questions the optimal usage of advertisements. “While digital provides us with the medium to reach out and engage with consumers on a one-on-one basis, it is always a challenge to stand out in the clutter and grab their attention. As marketers we have to be on top of trends and emerging platforms, which pushes us to constantly innovate and adapt,” he adds.

    When it comes to brand recall, some of Mondelez’s campaigns occupy the top shelf in the consumers’ mind. The iconic chocolate manufacturer has managed to pull the rabbit out of the hat every time it has wanted to draw attention to new brands. With digital on top priority to target consumers, we are sure the company will come up with another breakout campaign to call out to those with a sweet tooth.

  • Hershey’s eyes India; to invest $50M in 5 years

    Hershey’s eyes India; to invest $50M in 5 years

    MUMBAI: The confectionary industry has emerged as one of the largest and well-developed food processing sectors of India. With international companies coming in and a stiff competition within Indian players to create a space for themselves, it is at an interesting juncture.

    Amidst all this, US confectionary giant The Hershey Co has announced that it will invest $50 million in India over the next five years to focus on growing and expanding their presence in India. “India is one of our key International focus markets and we are investing to build this important business,” says Hershey India chairman and managing director Praveen Jakate.

    India has emerged as the fastest growing market for the company, according to its recently announced its Q3 2017 global earnings and revenue. Hershey India recorded a strong double digit constant currency net sales growth, according to a statement from the company. As per the company’s Q3 2017 results, the constant currency net sales for Brazil in the third quarter increased by 3.3 per cent, while Mexico registered a net sales increased by 10 per cent. India outnumbered and recorded a net sales and growth of 16 per cent.

    Hershey’s sells 11 brand in India, including Hershey’s chocolate syrup, milkshake and chocolate almond spreads, along with Sofit soya milk and Jumpin juice, which it acquired from an erstwhile joint venture with Godrej Industries.

    The company plans to focus most of its investments now in brands owned by The Hershey Co. rather than in those brought from the joint venture, Jakate.

    “Our transition of the Indian portfolio is enabling a higher margin business, and we are on track to expand gross margins here by 1,000 basis points in 2017,” says Hershey chief financial officer Patricia A Little.

    In India, Hershey faces competition in the chocolate confectionary market from Mondelez, Mars, Snickers and Nestle.

    Market research firm Euromonitor expects the Indian market to grow at an 8 per cent compounded annual growth rate to be worth Rs16,000 crore by 2021.

  • Carat hires Mayank Bhatnagar & Vinita Pachisia for Mondelez

    MUMBAI: Dentsu Aegis Network’s media agency Carat India has appointed Mayank Bhatnagar as the senior vice-president to lead the Mondelez business in India, and Vinita Pachisia as the vice-president who will look after buying for Mondelez.

    Bhatnagar has more than 16 years of experience in communication and media planning. He has worked extensively on large FMCG businesses across different markets such as India, Malaysia and Singapore. He has also worked across different functions of media agencies to build strong skills in strategy planning, media buying, implementation planning and new business development. He has managed large clients like Nestle, P&G, Tata Motors, Tata Indicom, Kellogg’s and Cadbury.

    Bhatnagar’s last assignment was with Mindshare Malaysia. There, he led the Nestle business and steered digital trading/investments across clients for the agency within the region. He has been instrumental in deploying new processes to improve productivity in Mindshare Malaysia, which led his team to win multiple awards at the local and regional level.

    Speaking on his appointment, he said, “The opportunity to lead Mondelez business in India and work on the portfolio of iconic brands will surely be very exciting.”

    Pachisia has worked across agencies such as Madison, Initiative, Havas and Mindshare. Armed with more than 18 years of experience, Pachisia has worked across a wide spectrum of brands like HSBC, Idea, Kellogg, Heinz and Parle to name a few.

    What differentiates Pachisia is her focus on creating and delivering brand initiatives on media like the highly recalled “IDEA Citizen Journalist” on CNN IBN, HSBC Making it Big, HSBC Green Heroes and Breakfast headlines for Kellogg’s. One of her latest initiatives was the Parle MTV Junkyard project, a progression of the Parle Anti-Litter campaign.

    Pachisia said, “Leading the Investment vertical of a portfolio that is growing and is a leader in the category is exciting. My efforts will be to maximise the returns on their media spends and achieve the objectives set by the client.”

    Carat managing director Kartik Iyer said, “Talent is truly what will create the big difference in the market. I am sure that while they would be working to deliver the cutting edge solutions for Mondelez, they would also enable an upskilling in Carat with their fine experience.”

  • Airtel DTH appoints Mondelez’s Sunil Taldar as CEO & MD

    Airtel DTH appoints Mondelez’s Sunil Taldar as CEO & MD

    MUMBAI: Bharti Airtel has finally got the replacement of Shashi Arora, who after a successful stint of around five years as CEO – DTH, has moved as MD & CEO of Airtel Payments Bank. The company has appointed Sunil Taldar as CEO and director – DTH.

    Taldar will be a member of the Airtel Management Board and report to Bharti Airtel (India & South Asia) MD and CEO Gopal Vittal. In his new role, Taldar will be responsible for driving growth and innovation for Airtel Digital TV, which is a key growth driver within the company’s B2C portfolio.

    Vittal said that Sunil’s rich experience across consumer facing categories would add value to its DTH portfolio. He said would also thank Shashi for his valuable contribution to Airtel Digital TV.

    Taldar has an experience of over 28 years in the FMCG industry with Mondelez (erstwhile Cadbury), where he held several senior leadership positions across multiple geographies, including India, China, and Singapore across sales, marketing, media and general management.

    In his last role, Sunil was the country head – Indonesia for Mondelez, where he played a critical role in turning around the business. Prior to this, he was India sales director for Cadbury where he transformed the company’s go to market capabilities and delivered solid growth.

    Airtel Digital TV had over 12.4 million customers at the end of the quarter ended September 2016 and the business recorded a revenue growth of 21 per cent and customer growth of 17 per cent for the same period.

  • Airtel DTH appoints Mondelez’s Sunil Taldar as CEO & MD

    Airtel DTH appoints Mondelez’s Sunil Taldar as CEO & MD

    MUMBAI: Bharti Airtel has finally got the replacement of Shashi Arora, who after a successful stint of around five years as CEO – DTH, has moved as MD & CEO of Airtel Payments Bank. The company has appointed Sunil Taldar as CEO and director – DTH.

    Taldar will be a member of the Airtel Management Board and report to Bharti Airtel (India & South Asia) MD and CEO Gopal Vittal. In his new role, Taldar will be responsible for driving growth and innovation for Airtel Digital TV, which is a key growth driver within the company’s B2C portfolio.

    Vittal said that Sunil’s rich experience across consumer facing categories would add value to its DTH portfolio. He said would also thank Shashi for his valuable contribution to Airtel Digital TV.

    Taldar has an experience of over 28 years in the FMCG industry with Mondelez (erstwhile Cadbury), where he held several senior leadership positions across multiple geographies, including India, China, and Singapore across sales, marketing, media and general management.

    In his last role, Sunil was the country head – Indonesia for Mondelez, where he played a critical role in turning around the business. Prior to this, he was India sales director for Cadbury where he transformed the company’s go to market capabilities and delivered solid growth.

    Airtel Digital TV had over 12.4 million customers at the end of the quarter ended September 2016 and the business recorded a revenue growth of 21 per cent and customer growth of 17 per cent for the same period.

  • Dentsu India appoints Indrajeet Mookerjee as EVP

    Dentsu India appoints Indrajeet Mookerjee as EVP

    MUMBAI: Dentsu India has appointed Indrajeet Mookerjee as the executive vice-president.

    Mookerjee has spent two decades in the communication business having worked in some of the leading agencies including Lowe Lintas, Ogilvy, Leo Burnett, Rediffusion Young & Rubicam and TBWA in India and Indonesia. In his last role, he was the managing director of Soho Square, Indonesia – part of the Ogilvy group.

    Some of the marquee brands he has worked on are — Unilever, Nestle, Mondelez, Heinz, Adani Wilmar, Arvind Brands, Cathay Pacific, Himalaya Herbal, Sab Miller, Suntory Garuda and L’Oreal.

    Dentsu India CEO Simi Sabhaney said, “Indrajeet’s endeavour would be to add value to the businesses in his portfolio, to consolidate relationships and nurture talent.”

    Mookerjee added, “These are exiting times in the communication business in India with rules being re-written and Dentsu India has been in the forefront.”