MxMIndia

Tag: Cadbury India

  • Cadbury 5Star Chomp's new campaign emphasises on the 'eat state' as its core message

    Cadbury emphasizes on ‘eat state’ with new 5Star variant

    By a correspondent

     

    Cadbury India, part of Mondelez International, has unveiled a new TVC to announce the launch of Cadbury 5Star Chomp. A new entrant under the Cadbury 5Star umbrella, Cadbury 5Star Chomp will offer consumers an irresistible combination of chocolate, caramel and nougat of Cadbury 5Star, along with the crunchiness of peanuts.

     

    Targeted at chocolate-loving enthusiasts across the country, Cadbury 5Star Chomp’s new campaign emphasises on the ‘eat state’ as its core message. The campaign is designed to encourage consumers to enjoy the caramel, chocolate, nougat and peanut bar with inhibited gusto. The TVC seeks to celebrate the manner of consumption of the product and give the consumer a very engrossing eat experience.

     

    Speaking on the launch of Cadbury 5Star Chomp, Siddhartha Mukherjee, Director – Chocolate Category & Media, Cadbury India, said, “As category leaders we see a market making opportunity with Cadbury 5Star Chomp. The product has been developed keeping in mind the evolving consumer palette. Cadbury 5Star Chomp will introduce consumers to a completely new eat experience. Moreover, this launch is an important milestone in the journey of Cadbury 5Star and is expected to widen the brand’s play in the category. We therefore see the launch of Cadbury 5Star Chomp expanding the repertoire of Cadbury 5Star.”

     

    Conceptualized by Ogilvy & Mather, the 42 second commercial is a conversation between a human and a ghost to highlight the heavy engrossing eat. The high-voltage launch rolls out across the country, through a combination of commercials across TV, digital and social media platforms to drive awareness and encourage consumers to bite into the goodness of Cadbury 5Star Chomp.

     

  • If the 11.1% bucked estimates of last year, Sam Balsara's forecast has everyone raising a toast

    Say Cheers! Madison predicts 16.8% adspend growth in 2014

     

    By Johnson Napier

     

    With so much being reported and analysed about how the oncoming Lok Sabha elections would benefit or harm the prospects of the economy, there is one section of the trade for whom the election year indeed holds good stead. Going by the growth projections that the election season are expected to bring in 2014, the media advertising business in India is in for a big surprise if numbers revealed in a recent report are anything to go by.

     

    According to growth projections released by the Pitch Madison Media Advertising Outlook 2014 report in Mumbai yesterday, the advertising revenues are expected to grow by a robust 16.8 per cent in 2014 at Rs 37,216 crores. This is a sharp rise from the healthy 11.1 per cent that was reported by the industry in 2013. In fact the growth in 2013 is much more then the benchmarked figure of 7.4 per cent that was initially predicted by the report.

     

    Presenting the numbers to the fraternity in Mumbai, Sam Balsara, Chairman and Managing Director, of leading media services conglomerate Madison World said that the time to be cautious – which was the state that the industry was in for much of 2013 – was almost over and that the year ahead would be even more fulfilling with growth projected in the range of 16.8 per cent.  The report was presented by Madison World in conjunction with the exchange4media group’s Pitch magazine.

     

    “It is great to be clocking a growth rate in double digits, which has come as a boon to the industry that was stuck in clouds of uncertainty given the economic downturn that was witnessed for much of last year,” affirmed Mr Balsara. “Compared to 2012 that registered revenues to the tune of Rs 28,694 crore, the year 2013 reported numbers equalling Rs 31,877 crore, growing by 11.1 per cent. In fact 2014 would outperform the previous year and would register an estimated growth of 16.8 per cent, with revenues totalling Rs 37,216 crore,” said Mr Balsara, beaming.

     

    According to Mr Balsara, the core factor that would bring in the growth for the industry would be the Lok Sabha and the state Assembly elections scheduled for 2014. This would also include spendings by individual political candidates that would be investing money in reaching out to the masses.

     

    Presenting a medium-wise break-up to the gathering, Mr Balsara said that like last year, this year too belonged to Print that emerged as the numero uno medium. Advertisers took a liking to the medium as it reported a growth of 10 per cent with revenues equalling Rs 13,167 crore. This was largely due to increased advertising by sectors such as FMCG that contributed by 12.3 per cent to the overall ad pie (replacing Auto from the top spot) and Auto that contributed around 11.7 per cent. Education though saw a decline to 9.71 per cent versus 10.6 per cent share registered last year.

     

    When asked by MxMIndia to share his observations on the projections for the medium of Print, Varghese Chandy, Chief General Manager, Marketing, Advertising Sales, Malayala Manorama said that the growth was indeed a bullish one for the sector. “I am excited by the numbers that we have managed to throw up as a medium. The fact that we have still got the advertisers attention by being the number one medium of choice is a big thing.” Sharing further on what will drive the sector in 2014, he said that the Lok Sabha elections and the assembly elections that will take place in 2014 will bring in the necessary revenue growth that the medium is known for. But he had a word of caution for the magazine sector as he said that it would still be a task for magazines to contribute as much growth as newspapers too. “While niche and regional magazines will continue to deliver good growth, overall the magazine industry will still be challenged on the growth front.”

     

    Following the medium print closely was Television that recorded a growth of 8.2 per cent with revenues totalling Rs 12,410 crores. This was in sharp contrast to 2012 where the medium registered a zero per cent growth. Where sectoral contribution was concerned, Media, Retail, Alcoholic Beverages and Corporates registered a negative growth with only FMCG registering a positive growth for the medium. The medium is further expected to grow by 15 per cent in 2014.

     

    The next medium to vow the advertisers was Digital that has now become the third-most preferred medium for advertisers on a consistent basis. With revenues totalling Rs 3,050 crore the medium grew by a good 32.4 per cent and is expected to grow by 29.5 per cent in 2014 as well. Of this, display advertising will continue to have an upper hand compared to search with revenue numbers totalling to Rs 2,150 crore.

     

    Siddhartha Mukherjee, Category Director, Chocolate and Media, Cadbury India, Mondelez International was optimistic of the returns that the medium would deliver in 2014. Affirming to this writer, he said, “Going by the projections that were presented today and by the points bought up by panellists, there is no doubt that digital will continue to remain a go-to medium for many advertisers. That is what would be of importance to us too.”

     

    The mediums of Radio, Outdoor and Cinema combined accounted for the remainder 12-13 per cent of the ad chart with Radio accounting for revenues totalling Rs 1,097 crore (18 per cent growth), Outdoor clocking a growth of 6.2 per cent at Rs 1,977 crore and Cinema registering a growth of 10.4 per cent at Rs 167 crore.

     

    The evening also witnessed keynote addresses being delivered by dignitaries including Adi Godrej, Chairman of the Godrej Group, Uday Shankar, CEO of Star India, and Girish Agarwal, Director, Dainik Bhaskar Group who presented a roadmap that the industry could adopt to change their business fortunes and also derive positive growth for the several mediums under Media.

     

  • With immense possibilities of real-time engagement, Cadbury India has tasted a bit of success. A look at how Twitter is offering a way out for brands on social media?

    Brands make a Shubh Aarambh with Twitter

     

    By Shephali Bhatt

     

    16,000 retweets, 18,000 Facebook likes and 5,000 Facebook shares were registered within the first hour of the Oreo tweet during the Super Bowl XLVII blackout. ‘You can still dunk in the dark’ said the Twitpic (a tool for people to post pictures on Twitter) and it was followed by analysts tracking Mondelez’s rising interest in digital, predicting a love-story brewing between the brand and the medium. The two announced their marriage plans less than two weeks ago. The salient facet of their pre-nuptial agreement being that Twitter will have dedicated teams working for Mondelez in India, Brazil, the UK and the US. As soon as the knot is tied, Mondelez will be able to leverage Twitter’s real-time analytics capabilities.

     

    Mondelez, in return, is bound to have made an ad spending commitment to Twitter which only aids the latter in building its share and profile in the market before it goes public and launches its IPO in early 2014.

     

    This pact that brings the bird closer to the delicious confectionary world has been facilitated by Mondelez’s global media buying agency Starcom MediaVest. According to eMarketer, Twitter is set to capture $580 million of ad spend this year which is double the amount they garnered last year. This move will only help Twitter surge upwards as far as that prediction is concerned. The partnership will also allow Mondelez to avail of a preferential media rate, an access to brand boot camps (training on brand building strategy), research and a first-look access to Twitter’s beta products.

     

    Mondelez is currently working with Twitter’s global team to chalk out the details of the resource embedding. Without disclosing any details on the magnitude of the deal, Bonin Bough, VP – global media and consumer engagement at Mondelez International, said that the development reflects a commitment to dedicate 10% of global marketing spend on mobile. Boosting impulse sales has been the snacking brand’s top priority starting 2013. In May, Mondelez signed a mobile-only deal with Google to develop m-commerce tools to give a fillip to in-store purchase of brands such as Cadbury and Oreo. This was followed by hiring AKQA, We Are Social, Vice and Proximity to expand the digital imprint of Trident and Belvita in international markets. Closer home, Mondelez India works with multiple digital partners like Madison Digital, Grey Digital, Pinstorm and Interface communications.

     

    While the zeitgeist terms this as “exciting news”, it’s critical to understand how these Twitter teams will add value to a brand that’s already being handled by a plethora of digital and social media agencies across countries and continents.

     

    To begin with, the deal should help Mondelez get earlier access to what’s likely to trend so that it is better equipped at reacting to news. It’s a step towards making timely tweets the norm and not the exception. The brand will then be in a position to convert trend based insights into brand relevant messages. Venkat Mallik, president at Tribal DDB and RAPP India, equates it with Amul’s outdoor strategy of creating topical ads. Only that Mondelez will be playing it on Twitter which will have a faster turnaround and a global impact.

     

    Moreover, these Twitter teams will definitely have a better understanding of their own tools versus any specialist. “Their offering will come with far more evolved features than we’d know of, simply because we are trying to understand the medium while they are its creators,” states Manan Mehta, Sr VP and head of business in India for Razorfish, a digital marketing agency from Publicis Groupe. Mehta also believes this move makes logical sense for the Indian market in particular. “We lost the desktop race, this is our chance to win the mobile race,” he points out.

     

    So, a meeting of minds, and a consolidation of specialists to bring in fine-tuned insights on how to make the existing tools work; but how does it change the lives of the existing digital agencies of Mondelez? Says Sindhuja Rai, AVP – media at Cadbury India, “The Twitter teams will work with us directly and collaborate with our digital agencies at the same time. Since we have multiple partners, it makes sense for us to drive this centrally from within Mondelez.” For all those wondering whether the existing digital partners might lose their clout in Twitter’s presence, there’s nothing much to worry about just yet. One, because Twitter is a medium and not an agency. Generating content is not its forte, putting the content in the right context is. So, agencies that generate great (and now Twitter-specific) content, will have an increasingly relevant role. Two, Twitter is just one of the many aspects that comprise the vastness of social and digital media. So, specialist agencies will continue to have a bigger role.

     

    This might just serve as a paradigm for the new collaborative model, a tripartite model involving the agency, the client and the platform. And if you ask Vivek Bhargava, CEO of iProspect Communicate2, this is just Twitter catching up to Google and Facebook. “Google has been doing this for 10 years now. I don’t think Amazon has its own agency, Google has dedicated teams that work for them,” he mentions. Bhargava feels that the current social media landscape is not built to meet the needs of large enterprises. Perhaps that explains why only a brand increasing their digital expenditure becomes news; because it’s still a rarity. A move like this translates into a big opportunity for Twitter to provide customised application and solution based offering to suit the needs of large enterprises.

     

    With all the buzz around real time engagement initiatives, Cadbury India has tasted a bit of success with hashtags like #ShubhAarambh during IPL and with #NotSoSweet for Bournville resulting in high engagement and buzz around the brands. “The idea is to build on this success further by leveraging Twitter’s scale and analytical capabilities,” avers Rai. The pundits are predicting this marriage would be a success. Are there more such on the cards? Well, Twitter’s CEO Dick Costolo is tightlipped for now. But we can always ask: how many of you brands are up for an inhouse Tweetdeck?

     

    Source:The Economic Times

    Copyright © 2013, Bennett, Coleman & Co. Ltd. All Rights Reserved

    Licensed to republish

     

  • … as Hindustan Unilever is Media Client of the Year followed by Cadbury India and Tata Docomo

    Mindshare emerges victorious in a closely-fought Emvies 2013

    The victorious Mindshare team winning the Best Media Agency of the Year 2013

     

    By Johnson Napier

     

    When an award show in the dynamic world of advertising returns with its next edition, one always expects an element of newness or surprise to come along with it. In keeping with the tradition, Emvies, the annual awards property honouring the best works coming out from media agencies, managed to do just that. The Ballroom at Taj Lands End, Mumbai was a house under deafening noise attack last Friday (September 6) as The Advertising Club hosted the thirteenth edition of its popular awards show. *See Disclaimer

     

     

    It is teamwork that matters: Atit Mehta

     

    It’s a different feeling to see your brand being felicitated at an awards stage that is meant to be dominated by another industry in limelight. But it’s become a habit now for Hindustan Unilever Ltd. that won the Media Client of the Year award at Emvies 2013, a platform that felicitates good work done by media agencies in the year gone by.

     

    Atit Mehta, Head of Media Services - South Asia for Unilever South Asia opens up on his excitement on winning the top prize at the Emvies and what makes HUL an organisation to vie for. Excerpts…

     

    Like your Agency of Record (AoR), winning the Client of the Year award at Emvies has become a habit of sorts for you too. Your comments.

    Rather than a habit, the good work getting appreciated is a very satisfying feeling. This year has been great; HUL has again won the Best Media Client of the Year award and our agency has also won the Agency of the Year award so it’s double excitement for us.

     

    What is the extent to which HUL associates itself with your AoR in reaching out the brand’s message to the masses?

    It’s teamwork that matters; they are our agency partners and whatever work comes out is a collaborative effort.

     

    What is the thrust that HUL lays on ad spends for its products under various categories?

    We are quite a large advertiser but more than that it is the hard work and sweat put in by the agency members that has resulted in us attaining the top spot this year too.

     

    How easy or difficult is it to get the desired work done by your agency year after year?

    It’s always a challenge but we push ourselves ahead with the belief that we need to excel and work hard every single day.

     

    Were you disappointed that some of the entries did not win any awards?

    No, there is no disappointment as such.

     

    What has been your emphasis on digital as a medium for advertising? How do you see it growing going forward?

    Digital is and will remain an important medium as we go forward.

     

    While those in attendance will vouch for the extent of euphoria that descended upon the venue, what was more unnerving was the neck-and-neck battle that was on between the Top 3 players every stage of the way. But at the end there had to be a single winner and it was no different this year as that honour was bestowed upon Mindshare, the WPP-owned agency that’s part of the Group M stable. With 165 points and 18 metals under its belt, including 3 Golds, 9 Silvers and 6 Bronzes, the agency just about marched past the others to emerge Agency of the Year for the sixth year in a row. Also, retaining its place as the best of the lot was Hindustan Unilever Ltd. that emerged the Client of the Year for 2013 as well. With 4 Golds, 4 Silvers and 4 Bronze metals to its credit HUL ended at the top of the client list tally with 120 points.

     

    But while Mindshare proved its dominance yet again what many would like to remember of the night was the manner in which it was challenged by surprise runner-up Lodestar UM. From the fifth position last year, the agency proved that it was right up there when it came to being the best as it finished a close second this year. With the most number of Golds (5) to its credit, the agency closed its tally at 150 points including 7 Silvers and a single Bronze metal. At No 3 was another regular Maxus, which ended its tally this year at 120 points that included 3 Golds, 6 Silvers, and 3 Bronze metals.  Maxus, also part of the Group M stable, was numero uno in the leaderboards for a good part of the awards ceremony.

     

    In keeping with the surprise element this year, what was also noteworthy was the emergence of another minnow (in terms of awards competence) ‘ibs’ that walked away with the Grand Emvie for work on its client Tata Docomo – Hyper personalization: The world’s first CRM-powered campaign on Social Media. With 65 points, including 3 Golds, it occupied the No 7 spot overall on the leaderboard. Also noteworthy, and surprising, was the presence of creative agency Ogilvy, which gave the big media agencies a run for their prowess, as it occupied the fourth spot with 85 points. It included 4 Golds, 2 Silvers and a single Bronze award with its work on Lifebuoy Roti Reminder and Akanksha Foundation – Classroom Mumbai being awarded across multiple categories.

     

    A total of 90 metals were handed out to agencies this year that had submitted the highest number of entries in 2013 at 742.

     

    As for the gold winners, Mindshare won two golds for work on ‘5.2 years of digital content viewed in just six months!’ campaign for Axe Deodorant in the Best Media Innovation – Digital (social media) category while its work on ‘Cholchhe Na Aar Cholbe Na: “Can’t Happen”, Won’t Happen Anymore!’ for ABP Ananda in the Best Integrated Campaign – Media/ Media Property category accounted for the third gold for the agency. As for Lodestar UM, its work on ‘National Headache Reliever’ campaign for Saridon (Best Media Strategy – Consumer Products) was one of the most appreciated and also won it a gold alongwith its work on ‘Making Milk Exciting – The Olympics’ campaign for Amul Milk (Best Media Innovation – Sponsorship), ‘Unfinished Stories’ campaign for Tata Docomo (Best Media Innovation – Print, dailies) and ‘Coke Studio: One with youth’ campaign for Coke Studio (Best Integrated Campaign – Consumer Products). Maxus bagged three golds for work on ‘The Advantage and Disadvantage’ for Fiat that won two golds in Best Media Strategy – Consumer Durables and Best Media Innovation – Digital (Search) categories, while the third gold came from ‘Your Wish is My App’ campaign for Nokia Lumia (Best Media Innovation – TV – Media/ Media Property).

     

    Hindustan Unilever awarded Media Client of the Year

     

     

    It’s not been that easy this year: Ravi Rao

     

    Emvies 2013 could be summed up as the closest contest ever fought between the Top 3 medai agencies in recent years. But it was business as usual for Mindshare as they bagged the Agency of the Year award for the sixth year in a row.

     

    In conversation with MxMIndia, Ravi Rao, Leader, South Asia at Mindshare shares his excitement of repeating the feat year after year, and, what to expect from the awards going forward.

     

    Lodestar UM and Maxus nearly toppled you from the top spot but in the end you prevailed and won the Media Agency of the Year title yet again. Did you expect the kind of contest that was witnessed at the Emvies this year?

    It has not been that easy this year. Two agencies Lodestar and Maxus almost gave me a heart attack with many of their works being appreciated. But this year was the sixth year in a row that we managed to win this title. The way the contest was fought this year only means that it is going to be a tough race again next year but I can assure you that we are going to give our best shot next year as well.

     

    Did you expect such a tough challenge from them?

    I did expect a close race from Lodestar UM and Maxus. I had seen some of their presentations and they were really up there. But all I want to say is that we want to continue to excel and keep giving the others a stiff competition. We will keep doing that all the time.

     

    Are you disappointed that a few entries did not make the cut and that the Grand Emvie did not come to you?

    There were a couple of shortlists that did not make the mark, so, yes, I am a bit disappointed over there. But that’s life; we’ve got to keep moving forward.

     

    Any entries or agencies that managed to spring up a surprise this year?

    I think the entry by ibs on Tata Docomo was brilliant. It was an agency that one had not heard of much before but the kind of work that they put up and the awards that they bagged this year makes them worthy of an admiration.

     

    How has Emvies as an award evolved this year? Are you happy with the way things panned out on this platform?

    I think this is one of the best media awards that you’ll see. Over here, the clients also decide on the calibre of work to be rewarded and for me that’s a huge compliment for the media agencies.

     

    Any words of advice to your sibling-cum-competitor Ajit Varghese?

    I’d like to say ‘hats off to you Ajit Varghese!’. It was such a close touch-and-go contest all the way. I know they are going to keep coming stronger… and I am prepared for that!

     

    What do you anticipate for the year 2014 on the awards front?

    I cannot say about 2014 right now but I wish and insist that it is us only.

     

    The other two big winners from the client’s end were Cadbury India Ltd that bagged a total of 3 Golds, 3 Silvers and 2 Bronze awards while Tata Docomo was third with 1 Grand Emvie and 3 Golds to its credit. Also noteworthy was the Young Emvie of the Year award that was bagged by Farah Siddiqui of Mindshare.

     

    As for the awards tally, the other winners include MediaCom Communications and ibs that secured sixth and seventh places with 80 and 65 points while DDB Mudra Max with 50 points, MEC with 30 points and OMD India with 20 points finished the tally in the eighth, ninth and tenth positions respectively.

     

    The awards presentation was interspersed with media professionals performing and competing for team and solo Indian and Western categories of the Band Baja Award.

     

    *MxMIndia was a Media Partner of Emvies 2013

    Photographs by Puneet Chandok. Courtesy: DNA

     

  • The chocolate-maker's Bournville spends 60% of its annual spends on digital, with just 30% on TV. The rest is on OOH

    Cadbury’s sweet interlude with Digital

     

    By Shephali Bhatt

     

    Hamilton Holt was right after all – nothing worthwhile comes easily. Which is why if you wanted a Cadbury Bournville back in 2008, you couldn’t just buy it, you had to ‘earn it’.

     

    It was the campaign that spurred the first big relaunch for the brand which had spent years as a niche product. Some even attributed its continued existence to sentimental reasons: Bournville is named after the site of the first large Cadbury factory and model village. In its revamped avatar, it aimed to appeal to sophisticated adults craving a premium dark chocolate experience. Set in an idyllic European milieu, the launch spot had a quintessentially British journalist bragging about owning a bar of Bournville who gets abducted by a giant bird because he hadn’t “earned” it. With 85% of the marketing spend on TV and the rest on print and OOH, the launch campaign ran for 15-16 weeks a year for three years until it was time to focus on the ingredients that went into making a Bournville.

     

    The focus of the campaign turned to all those cocoa beans that never became a Bournville, because that was a prerogative of ‘Original Ghana Cocoa beans’ only. “The idea was to build awareness and generate trials for the brand. These campaigns helped establish Bournville as a premium chocolate with an international appeal and a distinct proposition,” says Anil Viswanathan, VP – chocolates category, Cadbury India.

     

    It was around 2011-12 that the brand started exploring the digital platform and allocated 30% of its marketing budget to the medium. This was followed by a tie-up with Warner Bros around the release of The Dark Knight Rises. “While movie promotions don’t last more than 10 days, conversations around a movie start a month in advance,” notes Shekhar Banerjee, Senior VP and head of Pinnacle at Madison (the media agency that handles Cadbury). Capitalizing on the conversation around the biggest release of last year, the agency created an augmented reality based motion sensing game – The Bean Hunt. The winner won a free trip for two to Warner Bros Movie World in Australia. This was coupled with activity on YouTube (videos with trivia around the Batman franchise) and Facebook. It led to an addition of 6.5 lakh users on the social networking site within a month and the interaction figures soared by 4000%. It was enough to convince the brand to take a huge punt on the medium.

     

    Starting 2013, Bournville has set digital as its lead, accounting for 60% of its annual budget. TV remains the second with close to 30% with the rest allocated to OOH. Viswanathan explains that Bournville’s current TG (SEC A, between the age group of 19-30) is an audience that uses social media as the primary vehicle to maintain and extend their networks. The shift will help the brand by being present where its target audience is, and will help the brand building exercise by riding on leading trends.

     

    In March this year, Bournville launched a Cranberry variant, only on digital, and reached out to 26 million unique users. The campaign involved multiple videos created by Ogilvy India, the creative agency on the brand, which were only run online. “Today, Cranberry has a recall of 23% which is higher than the other variants of Bournville that existed in the market for years,” asserts Banerjee.

     

    Bournville’s current campaign ‘not so sweet’ (NSS) is an attempt to retire ‘have you earned it’. It’s tongue-in-cheek, it’s cheeky and aspires to align the brand with young adults who like their not so sweet dark chocolate. The exclusive launch of this campaign on digital media has led to an increase in brand conversation by 800%. Along with the ad film that shuns the overtly sweet, there’s a Twitter campaign called ‘Tape a Tweet’ that allows users to throw overtly sweet situations at the brand on Twitter where they promptly get converted into one minute videos. The 9-person strong digital team at Pinnacle has built analytics that quantify the ROI of social media on its two brand metrics for digital-engagement levels and conversation association of NSS. They like to call them social GRP.

     

    In addition, they’ve classified their target audience into digital clusters to help draft a better content strategy for the brand. Experts say that 60% of the brand’s marketing budget would be close to Rs 12 crore. “With that kind of money and a significant reach, Bournville will stand out,” Harshil Karia, co-founder and online strategist at Foxymoron points out. Since no other brand in the category is that prevalent in the medium, it gives Bournville the maximum share of voice, he adds. Normally, it takes a period of three years for advertising on this medium to reflect on sales. It will be interesting to see how Bournville’s transition from traditional to digital pays off in the long run.

     

    Source:The Economic Times

    Copyright © 2013, Bennett, Coleman & Co. Ltd. All Rights Reserved

    Licensed to republish

     

  • Former PepsiCo India head Manu Anand set to take over as head of chocolate maker Cadbury India

    Manu Anand set to take over as head of Cadbury India

    By Ratna Bhushan & Chaitali Chakravarty

     

    Manu Anand

    Manu Anand, former region president, India and South Asia, at PepsiCo, is set to take over as the head of chocolate maker Cadbury India, three officials in direct knowledge of the development said.

     

    It is also learnt that Anand Kripalu, current MD of Cadbury India, is leaving the company to head the Indian arm of a leading liquor multinational.

     

    The spokesperson of Cadbury India said the company does not comment on speculation. “Anand Kripalu is MD & CEO of Cadbury India,” she said. Text messages sent to both Messrs Anand and Kripalu remained unanswered.

     

    Mr Kripalu was heading Cadbury India and South-East Asia before he was redesignated as India MD earlier this year. Cadbury’s operations in emerging markets were restructured earlier this year, with the parent company creating individual business units for India and China and dissolving the developing markets division. In India, Cadbury is a dominant player with over 65 per cent share in the chocolates category. Last year, the firm’s revenues went up 20.8 per cent to Rs 4,065 crore.

     

    The Economic Times had first reported in its June 27 edition that Mr Anand would be joining Mondelez (Cadbury Kraft) after working for almost two decades with PepsiCo.

     

    According to persons familiar with the development, Mr Anand’s resignation from PepsiCo was accepted with immediate effect as the company’s global headquarters felt he was joining a direct competitor.

     

    Both firms sell packaged snacks in many world markets. Cadbury and PepsiCo also sell powder drinks under their Tang and Tropicana brands, respectively.

     

    Mr Anand, who joined PepsiCo in 1994 as CFO of Frito-Lay, PepsiCo’s foods division, was named MD of the foods business four years later. He moved to PepsiCo South-East Asia in 2007, and in 2011 succeeded outgoing chairman Sanjeev Chadha as president of PepsiCo India and South Asia.

     

    In another development, Vinod Rao, former CFO at PepsiCo Asia-Pacific, has been named finance director of the world’s largest liquor firm Diageo’s Asia-Pacific arm, with effect from July 15. A Diageo spokeswoman confirmed Mr Rao’s appointment. “Vinod will be responsible for all aspects of the finance function comprising performance management, compliance, and regional strategy across the region,” she said in a statement.

     

    Source:The Economic Times

    Copyright © 2013, Bennett, Coleman & Co. Ltd. All Rights Reserved

    Licensed to republish

     

  • Cadbury India, a part of Mondelez International, has announced the launch of a new TVC campaign for Oreo Choco Creme

    Cadbury India launches Oreo Choco Creme’s new TVC

    By A Correspondent

     

    Cadbury India, a part of Mondelez International, has announced the launch of a new TVC campaign for Oreo Choco Creme. Showing the playful relationship shared by two brothers, the ad campaign captures the essence of the brand – a complete chocolaty treat.

     

    Developed by Interface Communications, the ad is based on the insight that consumers love Oreo for its delicious chocolaty sandwich experience. It shows two young boys, a teenager and his inquisitive little brother, enjoying Oreo Choco Creme and getting confused as to which is more chocolaty – the cream or the cookie. As there is cocoa in both the cream and the cookie, that’s one debate that they find impossible to win, and end up switching sides multiple times.

     

    Speaking on the campaign, Chella Pandyan, Associate Vice President – Marketing, Biscuits,  Mondelez International, said, “It’s well-established that chocolate is India’s favourite cream flavour. The TVC highlights the delightful dilemma the two brothers face.”

     

    Robby Mathew, National Creative Director, Interface Communications, added, “The campaign idea banks on the unique relationship that siblings share. What starts off as a coach-student relationship turns into one of equals, as they together discover Oreo Choco Creme’s double chocolaty delight.”

     

  • An ecstatic Piyush Pandey thanked the 'team and culture' as Ogilvy and Mather was 'Effie Agency of the Year' and Cadbury was 'Effie Client of the Year'

    It’s Ogilvy all the way at Effie 2012

    Click on the image for larger view

     

    By Ritu Midha

     

    As an event, one couldn’t have thought of a better way to spend a Tuesday evening than sampling the soothing breeze and top-notch refreshments at the Turf Club, Mumbai. Of course, the event was the Effie 2012, so the focus was necessarily on the awards.

     

    Piyush Pandey

    Perhaps unsurprisingly, the show was stolen by Ogilvy and Mather, who came ahead by miles, with the Man of the Moment being its executive chairman and creative director, South Asia Piyush Pandey once again. Ogilvy and Mather, with 280 points (more than 400 percent over its closest rival) was declared Effie Agency of the Year. When it came to clients, the competition was stiffer, although both Cadbury India Ltd (Effie Client of the Year) and No 2, Star India Pvt Ltd, are O&M clients.

     

    An emotionally charged Piyush Pandey said, “It is all by God’s grace. The credit completely goes to our team and culture. New blood joins with its own creative thinking and seamlessly blends with the existing creative thought process.” On being a repeat winner, he said, “It feels ecstatic to be winning again and again. To tell you the truth – the joy and thrill of winning increases every year.”

     

    The victorious Ogilvy team with Shashi Sinha (hugging Piyush Pandey) and Rajesh Iyer, Marketing Head of Colors (extreme left)

     

    Shashi Sinha
    Shashi Sinha

    The Effies themselves were enhanced in stature this year, both in participation and jury process. Advertising Club President Shashi Sinha stated, “It is special for two reasons: it is the first Effie under the aegis of the Ad Club post it becoming the Ad Club of India.” Also, he said, “This year the entire judging process has been conducted online – and the credit goes to Bipin Pandit and his team for managing it smoothly, considering that there were more than 100 jury members this year.”

     

    This year, the number of entries increased to 357. And while last year 29 agencies had participated – this year the number reached 50. Another feather in the Effie cap is that 50 percent of the jury members represented clients – best placed to judge the effectiveness of a campaign.

     

    Ajay Kakar

    Emphasizing the way the Effie is growing, Chairperson of the Organising Committee Ajay Kakar said, “This year, judging moved beyond Mumbai, and was extended to Delhi. We have also introduced two new categories – Direct Marketing and Ongoing Campaign.” He added, “It is a matter of pride that it is not a small set of agencies winning an Effie tonight; 13 agencies have contributed to the winning entries.”

     

     

     

    Ravi Rao

    Another point worth mentioning is the fact of a media agency winning two Effie trophies this year. Mindshare took away two bronzes – and considers it just the right beginning. Mindshare’s Leader, South Asia Ravi Rao told MxMIndia, “We bagged three bronzes, two for Axe Shower Gel and one for HSBC. I am really glad that we made it to the Effies. We will strive harder next time around.”