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Tag: Chella Pandyan

  • A quick chat with Chella Pandyan of Mondelez India on his recently launched biscuit xbrand’s positioning

    Mondelez has eyes on our mornings

     

    Mondelez India Foods has launched yet another product in its vast portfolio. The launch for Cadbury Bournvita Biscuits has been done with a TVC that highlights morning as an important time of the day. The one-minute video is based on the idea, that this is a ‘Subah ka Biscuit’, and is the company’s second product in the biscuit category after Oreo. Chella Pandyan, Associate Director, Marketing, Biscuits India and Kids Fuel AP, Mondelez India Foods Private Limited, speaks to Anuka Roy about the biscuit, the marketing strategy and what the broad targets are around the launch.

     

    The biscuit sector is quite challenging because there are so many players already present. What is your marketing strategy for this new Cadbury Bournvita product?

    India is a top priority market for Mondelēz International, and the Indian biscuits market is among the largest in the world. Cadbury Bournvita Biscuits has been ‘designed for India’, by leveraging our knowledge and insights of the local market but by adding some global innovation expertise and biscuits experience. We are confident that Cadbury Bournvita Biscuits will be a strong player in the ‘morning biscuits’ segment. Cadbury Bournvita is considered one of the tastiest malted food drinks, and it also has a clinically tested Pro-Health Vitamins nutrient bundle.

     

    A high-decibel marketing campaign around Bournvita Biscuits will help build rapid awareness amongst buyers. The campaign includes impactful, on-ground activation, as well social and digital media presence to engage with a wider franchise of biscuits users, and build momentum for trials.

     

    Can you share with some insights from research that has gone into the positioning of ‘subah ka biscuit’?

    The ‘morning’ biscuit is the single-largest consumption occasion in India. Nearly 50 per cent of biscuits consumption happens at this time of the day. The morning snacking occasion, therefore, presents a huge opportunity for a product that brings together taste and nutrition — which is what consumers want. Cadbury Bournvita, as a brand, has always been a ‘morning’ beverage. With biscuits, the opportunity is to leverage this symbiotic relationship. Cadbury Bournvita Biscuits will provide the choice of a delicious biscuit enriched with the goodness of a drink Indian consumers have trusted for close to seven decades. Bournvita Biscuits is positioned as a purposive morning biscuit that has the Bournvita Pro-Health Vitamins along with the signature taste of Bournvita.

     

    Tell us a little about your tie-up with Snapdeal.

    Cadbury Bournvita Biscuits were made available through an ‘exclusive’ launch pack on Snapdeal. We saw tremendous response to our ‘First Batch’ packs and are happy that a lot of our consumers got to try it.

     

    What are the broad targets that you want to achieve through this product?

    We are very bullish about this product and expect it to do well. The nature of the product, its value proposition, our plans to invest in brand-building and the Cadbury and Bournvita heritage, all give us the confidence that this product will do well.

     

    And what will your distribution spread be… restricted to the metros or will you also be looking at Tier II and III cities?

    We are happy to introduce Cadbury Bournvita Biscuits in all markets across India. Our consumers will find them on the shelves of retail outlets across urban and semi-urban markets, at affordable price-points. This biscuit will be the only brand to embark on the largest-ever sampling activity, with 10 million samples.

     

    This interview first appeared in dna of brands on July 4, 2016

     

  • Conceptualized by Interface Communications, the TVC is a light hearted story of siblings going lantern shopping

    Oreo unveils TVC highlighting new limited edition flavor

    By A Correspondent

     

    Mondelez India Foods Pvt. Ltd has launched a new television commercial for its recently launched limited edition flavor, Oreo Roast Almond Crème.

     

    Conceptualized by Interface Communications, the TVC is a light hearted story of siblings going lantern shopping. While the sister is interested in choosing the right lantern, the brother just wants to get back home……when he ‘discovers’ the new Oreo Roast Almond Crème.

     

    Chella Pandyan, Associate Director, Marketing, Biscuits, India and Kids Fuel, AP shared, “This festive season, we are delighted to present to our consumers a special offering to make the season even more special for them… the new Oreo Roast Almond Crème limited edition. The new TVC is built on a simple insight around togetherness amongst siblings while unveiling the new limited edition flavor. It is a warm and lighthearted TVC that I believe everyone would connect with.”

     

    Commenting on this new TVC, Joe Thaliath, COO, Interface Communications, said, “Across the world, innovative limited edition Oreo flavors are sought after, and with festivities around the corner, we took the opportunity to bring this concept to India. The new limited edition Oreo Roast Almond Crème makes for the perfect treat and drives the brand further.”

     

    Robby Mathew, Chief Creative Officer of Interface Communications, added, “Oreo is all about family and the bonds that keep it together. This story explores the finer nuances of the relationship between a domineering elder sister and her submissive brother.”

     

  • The new TVC captures the camaraderie and innocent mischief that underlines the relationship shared by two sisters

    Cadbury Oreo inspires consumers to have more fun

    By A Correspondent

     

    Staying true to its mission of unleashing imagination and playfulness in consumer’s lives, Cadbury OREO has launched a new television commercial riding on the brands philosophy of ‘Play with OREO’.

     

    The new TVC captures the camaraderie and innocent mischief that underlines the relationship shared by two sisters. The sisters try to compete with each other while displaying fun and creativity as they play with OREO. The TVC highlights that there is no limit to what your imagination can do when you play with OREO.

     

    Sharing his thoughts on this new TVC, Chella Pandyan, Associate Director, Biscuits India and Kids Fuel AP, Mondelēz International said, “Fans across the world have always found ways to inspire play with OREO in a number of unique ways by twisting, licking and dunking the cookie. The new ‘Play with OREO’ TVC highlights how the spirit of play enlivens and uplifts everyday moments. It inspires consumers of all ages to enjoy OREO by tapping into their imagination and expressing their fun and playful side. Like with our previous OREO TVCs, we are certain that consumers will connect and love this campaign.”

     

    Robby Mathew, Chief Creative Officer, Interface Communications said, “Sibling relationships aren’t just about love and care. There’s plenty of one-upmanship and showing off too. So in these spots we chose to celebrate this aspect of the sibling dynamic. And zero in on moments that not only were interesting but also ring true.”

     

    Added Joe Thaliath, COO, Interface Communications, “Our endeavor is to engage our fans in rejoicing every day, playful moments. And take forward the ‘Play with OREO’ platform. The new OREO TVC campaign succeeds in that endeavor by showcasing endearing stories, where siblings bond as they invent exciting new ways of playing with OREO. We are amplifying this campaign on digital with rich content as well.”

     

    This new TVC will be launched nationally from August 17th and will be aired across all key channels.

     

  • The cookie encourages more fun and play with its "Play with OREO" campaign

    ‘Play with Oreo’, urges cookie brand to consumers

    By A Correspondent

     

    After its much-popular twist, lick and dunk approach, Oreo is on a mission to inspire imagination and playfulness, not only with creative fun with the cookie itself, but in consumer’s everyday lives. The “Play with OREO” campaign shows just how easy and fun it is to be playful.

     

    The “Play with OREO” campaign is a rallying cry to inspire people to bring a little more play into their everyday lives. The first part of the campaign will be an exciting expression of creativity led by the iconic cookie itself & this will be followed by a broader creative range coming into play. To inspire this element of “playfulness” amongst its fans, Oreo will be running a 360 degree marketing campaign. In addition to an exciting new TVC, “Play with Oreo” will be been on a wide array of media like Outdoor, Radio, & in a major way on Digital and Social media.

     

    Speaking on the brand philosophy, Chella Pandyan, Senior Manager, Marketing, Biscuit India and Kids Fuel AP, Mondelez International said, “Play has always been an integral part of Oreo’s brand’s philosophy. The new campaign is an exciting expression of that philosophy and encourages our consumers to add a bit more playfulness into their lives. Our communication will showcase ‘Play’ in imaginative and creative ways through its striking pop art style across media, including digital and social media with its simple message- Play with Oreo.”

     

    He added, “All of us could do with some more play and fun in our hectic, busy lives. Through this campaign we seek to inspire people to do just that in their own little way in their everyday lives.”

     

    The animated TVC created by the Global agency Draft FCB features customized Indian lyrics and regional singers. The commercial encourages the viewers to let their imaginative side take over for some time and simply have fun.

     

    Speaking about this new global proposition, Jennifer Hull, Director Global Oreo, GCT Biscuits Brands & Communications shared, “We launched “Play with OREO” to inspire wonder among consumers across the globe through playfulness.   We encouraged play not only with the cookie itself, but in people’s everyday lives, through things like music, art, and self-expression (among others).”

     

    In India, the TVC will have English, Hindi, Marathi, Tamil, Kannada, Malayalam and Bengali versions. The Hindi scriptwriter is Amitabh Bhattacharya, singer is Anusha Mani and the music director is Rupert Fernandes.