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Tag: Mondelez India Foods Private Limited

  • 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

     

  • The new TVC conceptualized by Ogilvy & Mather, reinforces the brand’s philosophy of "TayyariJeet Ki", by positioning the new variant to be a partner in preparation for exams

    ‘TayyariJeet Ki’ pays ode to mothers in latest campaign

    By A Correspondent

     

    Cadbury Bournvita has unveiled a 360-degree integrated marketing campaign, to announce the launch of its new variant, Cadbury Bournvita Badam Booster. The campaign includes a new TVC, as well as extensive outdoor and digital activation, targeting the brand’s core target audience – mothers. The new TVC conceptualized by Ogilvy & Mather, reinforces the brand’s philosophy of “TayyariJeet Ki”, by positioning the new variant to be a partner in preparation for exams.

     

    Commenting on the launch of the campaign, Amit Shah, Associate Director, Marketing, Gum, Candy & Powdered Beverages, Mondelez India Foods Private Limited, said, “We are delighted to launch Cadbury Bournvita Badam Booster which will provide the nutrition of Cadbury Bournvita’s pro-health vitamins along with goodness of real almonds and honey to our consumers. We believe that parents are partners in their child’s journey and try to instill in them good habits which help them prepare and meet life’s challenges. Our latest TVC is inspiring, in an otherwise functional category, reinforcing the importance of the child’s overall learning over rote learning to score marks in exams. The TVC interweaves these insights into the Cadbury Bournvita philosophy of “TayyariJeet Ki” along with the unveiling of our new product Cadbury BournvitaBadam Booster.”

     

    Ryan Mendonca, Senior Creative Director, Ogilvy & Mather added, “”Progressive parenting is at the core of Bournvita’s advertising. We thought this new variant, BournvitaBadam Booster, could be a vessel to carry an alternative paradigm about exams and education. Truth is that under the pretext of education, real learning has taken a backseat. This film is a gentle reminder about where the focus of education should be. For us, this spot is another chapter in “TayyariJeet Ki.”

     

    The TVC starts with school principal addressing parents, on the eve of exams. The principal asks the assembled parents if they remember the marks they secured when they appeared for their standard 9th exams. Most parents do not remember, to which the principal confesses that she had herself just scored 59 per cent but highlights the fact that she still went on to become their children’s school principal. The principal further reinforces that a report card only constitutes of numbers and does not measure a child’s true potential. She concludes by suggesting that parents must focus on their child’s learning and not their marks. The film ends with the campaign tagline of ‘TayyariHar Exam Ki’, which summarizes the theme of the TVC.

     

  • In the TVC, Alia is seen in a playful and mischievous avatar, bringing to life Perk's new 'Jiyo Lightum Light' campaign

    Mondelez unveils ‘Jiyo Lightum Light’ moment for Perk

    By A Correspondent

     

    Mondelez India Foods Private Limited launched a new TVC for their popular chocolate brand Cadbury Perk. The brand has signed up young Bollywood actor Alia Bhatt as its ambassador. In the TVC, Alia is seen in a playful and mischievous avatar, bringing to life Perk’s new ‘Jiyo Lightum Light’ campaign.

     

    Known for its quirky communication, Perk’s new campaign, created by Ogilvy and produced by Tubelight Films, is all about enjoying the lighter moments of life.

     

    The storyline of the TVC begins with a shot of Alia enjoying a Perk bar with her girlfriend. The first bite of the chocolate sparks her naughty side and she goes on to play an innocent prank on two men in the vicinity.

     

    Commenting on the new TVC, Prashant Peres, Director, Marketing – Chocolates, Mondelez India Foods Private Ltd, said, “Perk is a brand that believes in infusing fun into the mundane and our new TVC hopes to trigger the quirky side in everyone. In the past, we have had vivacious personalities like Preity Zinta, Genelia D’souza, who embody what Perk stands for – youth, fun and mischief. So Alia Bhatt was our natural choice for the brand as she brings the ‘Jiyo Lightum Light’ tagline to life so effortlessly. Perk enjoys a great connect with consumers who believe in taking life lightly and now with the very popular and bubbly Alia on board, we believe this connect will only get stronger.”