MxMIndia

Tag: Mondelez India

  • Wavemaker has been handling Mondelez India’s media duties in 2018

    Wavemaker wins e-commerce mandate for Mondelez

    By A Correspondent

     

    Wavemaker announced it has bagged the e-commerce mandate for Mondelez India. As part of the mandate, Wavemaker will focus on building and scaling the brand and its products through various e-commerce channel partners.

     

    Said Anil Viswanathan, Director – Marketing (Chocolates), Mondelez India: “In our journey towards Marketing and Digital Excellence, we have made great progress in the past years with support from our ecosystem partners. Wavemaker, our media partner, has played an integral role in this journey. Our next focus in this journey is to integrate our e-commerce media activation with the core media business and we are keen for Wavemaker to manage this combined business for Mondelez India. We are confident that with this, we will scale our integrated marketing approach further and leverage greater synergies with a Full Funnel approach to media planning and deployment”.

     

    Added Ajay Gupte, CEO, South Asia, Wavemaker: “We are extremely delighted to be chosen by Mondelez India to drive their e-commerce mandate as well. This extension of our association with Mondelez India reaffirms our focus and investment in the domain of data, analytics, tools and the right talent to drive it.”

     

    Said Garima Dikshit, Head of e-commerce, Mondelez Indi: “E-commerce is a key growth priority for Mondelez India. We believe Wavemaker brings expertise of the online ecosystem as well as strategic synergies with our traditional and digital media. We look forward to creating some industry leading work in this partnership”. Wavemaker won Mondelez India media duties in 2018.

     

     

  • The brand has moved from primarily a taste-based reason and celebration to a new symbol of romance, writes Sanjeev Kotnala

    Feeling Romantic in Asli Zindagi – Blame it on Cadbury

     

    By Sanjeev Kotnala

     

    Cadbury from Mondelez India defines chocolate in India. There are other brands like Amul, Ferro Rocher, Nestle, Hershey, Mars available in the country, but it’s Cadbury which has the highest TOMA ( Top Of Mind Awareness). It has slowly moved from primarily a taste-based reason and celebration, to a new symbol of romance.

     

    Cadbury Romance

    Romance and sharing are chocolate category cues. ‘How Far Will You Go For Love’ campaign launched with Valentine’s Day 2020 can be seen as an attempt to dominate or strongly associate romance with its products. As ever before the brands films remain very simple and always leave you with a smile. There is something Khas ( special) with the brand films. The subtle communication is beautifully crafted and leave you with happiness for being part of some ones expression of love. You want to the person on the screen, loving or being loved.

     

     

    This simplicity and directness of a very focused incident being visually rendered for you has always been the case with Cadbury. Even if the setting was a hospital bed, conference room or even a stage.

     

    The Cadbury Chocolates Umbrella film recently released is consistent with the brand imagery and a treat to watch. There could not have been a simpler storyline rendered simply. I am also fan of these almost devoid of dialogue communication. Everything is in the eyes, moments, gesture, expression and the smile. Possible because they involve two people in love.

     

    A boy is on the roof of a building and is holding an umbrella. He is moving from one roof to another so that he can provide shade to his ladylove walking on the pavement below. Wow.

     

    The choice of cast and the expressions and just brilliant. The indulgence with chocolate is a well-entrenched part of the story. You just want to the girl on that pavement or the guy on the roof. And, you know how consistent the emotion and its expression are.

     

    It is pure magic in its simplicity and may lead to many more such expressions of love. Here love is demonstrative, conversationalist with active engagement. I am not sure, if the brand should / would /could experiment with slight elderly couple or senior couple, in which the SBI ad ‘hera kya jane tumahri umar’ is a classic.

     

    Cadbury UGC

    One can find many user-generated films around Cadbury chocolate on YouTube. Many are part of the contest. Watch Bahubali singing the Cadbury song. Kiss me, close your eyes. And another one dedicated to ever-hungry boyfriend.

     

    Sharing Cadbury Chocolate Expression Of Love

    Cadbury chocolate was always about sharing. However, in real-life sharing of Cadbury chocolate was the last thing in mind. You wanted it for yourself. And that is the beauty of pushing sharing. It is all after establishing taste superiority.

    Now, will Cadbury Silk succeed in making sharing a definitive symbolic expression of love is something we will have to wait for? Chocolate is anyway big in the romance vocabulary, and the shift needs consistent efforts.

     

    Cadbury Flashback

    Whenever one talks of chocolate advertising or Cadbury chocolates in India, the fame ‘Asli Swad Zindagi ka’ cannot be missed. It has been an iconic piece of advertising for many reasons and a foundation that the brand leverages. Here is the film, just for reference.

     

    A classic case of the client getting the creative they deserve. I think we will see many films under ‘How Far Will You Go For Love’ campaign. I hope they are as brilliant and as simple as the umbrella one. Till that time, let me bite onto a new pack of Cadbury Silk, or better still share it with the love of my life, my dear wife. And, if she asks why this sudden unexpected gesture, I can say, ‘Blame it on Cadbury’

  • The TVC is based on its ‘How Far Will You Go For Love’ Proposition

    Cadbury Dairy Milk Silk introduces new TVC

    By A Correspondent

     

    Cadbury Dairy Milk Silk has unveiled a new TVC based on its brand proposition of ‘How Far Will You Go For Love’ that was launched earlier this year.

     

    Commenting on the release of this heartwarming film, Anil Viswanathan, Director – Marketing (Chocolates), Mondelez India said: “Cadbury Dairy Milk Silk has long stood for the best taste of chocolate in India. This has manifested in our communication over the years as the expression of romance amongst youth. With the youth of the country and their meaning of love evolving, there is a higher emphasis on gestures and acts that keep the romance fresh and alive. This had led to conceptualizing of the new proposition ‘How Far Will You Go For Love’ which kick started with the Valentine’s Day campaign earlier this year and has now turned into a ritual of sparking new relationships, deepening the meaning of love, and standing for a feeling that can’t be purely expressed in words but best felt through acts of active expression. The aim is to continue to make Cadbury Dairy Milk Silk an integral part of expressing love for your special ones, through gestures big and small that go above the norm.”

     

    The film is conceptualised by Mondelez India and Ogilvy India. Said Ganapathy Balagopalan, Head of Strategic Planning, Ogilvy Mumbai:  “Chocolate and romance have always gone hand in hand, but no Indian brand has truly capitalised on the connection until now. While Cadbury Dairy Milk Silk stories often hinted at a romance, the hero was always the product. It was always about the melty-chocolate. We believe it is time for the brand to evolve from being just a bar of indulgent chocolate to something greater, more desirable – make sharing a Silk, a symbol of romance. It feels like a natural evolution for the brand and will give us a more relevant role in young people’s lives.”

     

     

  • Cadbury Sweet Kondattam was an initiative jointly conceived by Mondelez and The Hindu to make Cadbury and chocolate integral to snacking & sweet occasions in the city

    Hindu wins two awards at INMA Global Media Awards 2020

    By A Correspondent

     

    The Hindu group won two awards at the International News Media Association (INMA) Global Media Awards 2020. The group secured the first place for its campaign ‘Cadbury Sweet Kondattam’ for Client Mondelez India in the category ‘Best Idea to Acquire or Retain Advertising Clients’ and the second place for ‘Stay home. Stay vigilant.’ campaign for ‘Best Initiative in response to COVID-19’.

     

    Said Anil Viswanathan, Director – Marketing (Chocolates), Mondelez India: “Our partnership with The Hindu helped in continuing our mission to become a part of the cultural fabric of Tamil Nadu. Cadbury Sweet Kondattam was an initiative jointly conceived by Mondelez and The Hindu to make Cadbury and chocolate integral to snacking and sweet occasions in the city. The initiative was very successful and The Hindu was instrumental in bringing local insight and execution muscle to deliver scale and noticeability in Chennai,”

     

    Added Suresh Balakrishna, Chief Revenue Officer, The Hindu Group said: “As an organisation, we have understood our consumers well – be it informing, engaging or entertaining them. Through our integrated solutions, we enabled our client Mondelez India to connect with the people of Tamil Nadu. Through ‘Stay home. Stay vigilant.’, we continued to be with our readers as we face the biggest tests of our time. We are happy about the wins at INMA 2020 Global Media Awards as they validate our constant efforts to be consumer-centric. This is yet another encouragement to keep us going as there is much to do in the times to come – to rise up with hope!”

     

     

  • The campaign tries to help consumers spark their innovative plugs and drive creativity with Oreo cookies

    Digital campaign with #AtHomeWithOreo

    By A Correspondent

     

    Biscuit brand Oreo introduced a digital campaign titled #AtHomewithOreo to help consumers spark their innovative plugs and drive creativity with Oreo cookies. Commenting on the campaign, Sudhanshu Nagpal, Associate Director – Marketing (Biscuits), Mondelez India, said: “As concerns around the spread of COVID-19 continue to increase, we realised how the new normal was taking a toll on people’s lives amidst the pandemic gloom and the monotony of the homebound life. With Oreo our goal has always been to bring families closer through playful moments, and the current scenario proved to be fitting to reinvent our strategy while infusing a sense of normalcy and fun with the country’s favourite cookie. #AtHomeWithOreo was yet another attempt to bring people together and support families by breaking them away from the tedium of isolation through an array of engaging activities. As the lockdown continues, we only aim to amplify our connect with the consumers through the campaign and provide them avenues to keep their innovation plug sparking at all times.”

     

    Added Mark Mcdonald – Executive Vice President And Head Of Creative, India, Digitas: “Despite the Covid-19 pandemic and the subsequent lockdown, it’s clear that peoples’ desire to connect, share and innovate, has not dampened. If anything, it’s on the rise.

     

    Said Rajdeepak Das, Chief Creative Officer – South Asia and Managing Director – India, Leo Burnett: “Work From Home has created a major imbalance between work and home. Although we are spending more time at home, we are actually spending less time with our kids because of all the added house work and office work. Children on the other hand feel that since parents are at home they should be spending more time with them playing. With our ‘At Home With Oreo’ campaign we want to encourage parents to consciously take time out and have some playful moments with their kids cooking, creating and playing inside their homes.”

     

     

  • It is trying to encourage our consumers to strike a chord of playfulness

    Oreo urges consumers to ‘Disconnect to Connect’

    By A Correspondent

     

    Oreo recently launched a new campaign that urges consumers to ‘Disconnect to Connect’, getting away from their technological devices and enjoy moments of playful connections, with family and friends.

     

    Commenting on the launch of the campaign, Sudhanshu Nagpal, Associate Director – Marketing (Biscuits), Mondelez India, said, “In order to connect with people, it’s important to give them utmost time and attention. With our ‘Disconnect to Connect’ campaign, we are trying to encourage our consumers to strike a chord of playfulness with their loved ones by snoozing away from the automated world. Oreo’s brand purpose is to fill the world with more playful moments that bring people together to break through the monotony of adulthood’s seriousness. For over 70 years now, Mondelez India has garnered consumer love and trust on the back of light-hearted, yet meaningful and progressive storytelling, supported by cutting-edge Marketing Excellence. Through this campaign, we aim to continue this momentum by taking forward our company’s vision to ‘Empower People to Snack Right’.”

     

    The new TVC has been conceptualized by FCB Interface. Shedding light on the insight, Robby Mathew, Chief Creative Officer, FCB Interface added: “The innocence of the little girl sending an Oreo by email lent itself to a really cute story.”

     

     

  • The brand encouraged people to share portraits of those special moments spent with their big family on social media

    Cadbury looks to get families together with #BadiFamilyBadiDiwali

    By A Correspondent

     

    This Diwali, Cadbury Celebrations has launched its ad campaign titled #BadiFamilyBadiDiwali. Commenting on campaign, Anil Viswanathan, Director – Marketing (Chocolates), Mondelez India, said: “Over the years, Cadbury Celebrations has become synonymous to festivities in India. With an aim to reinstate the joy of gifting, we are encouraging the audience to celebrate festivals and share delightful moments with their loved ones because happiness shared is happiness multiplied. In this era of technology, through our campaign we are promoting that the true spirit of Diwali lies in celebrating with family. Linking in with the Cadbury Dairy Milk Generosity Campaign, the campaign and the digital film, brings alive the acts of generosity through family togetherness, that makes our festivals full or warmth and renewed good feelings amongst relationships far and close”

     

     

  • Cadbury Dairy Milk Silk has grown to be one of our most successful chocolate innovations in the country

    Kartik Aaryan to endorse Cadbury Dairy Milk

    By A Correspondent

     

    Cadbury Dairy Milk Silk has roped in Bollywood actor, Kartik Aaryan as its brand ambassador.

     

    Commenting on the association, Anil Viswanathan, Director – Marketing (chocolates), Mondelez India, said: “Ever since we launched, Cadbury Dairy Milk Silk has grown to be one of our most successful chocolate innovations in the country and has played a lead in the premium segment, offering the consumers a unique and indulgent experience. We believe that our association with Kartik Aaryan will further help in strengthening our connection with the youth, taking Silk’s appeal to the next level.”

     

     

  • The campaign will be supported with a digital film, along with an integrated multi-media marketing campaign

    Cadbury Dairy Milk’s ‘Purple Heart’ campaign takes on cyber-bullying

    By A Correspondent

     

    Cadbury Dairy Milk has announced the launch of #HeartTheHate campaign, against cyber-bullying.

     

    Commenting on the launch of this unique campaign, Anil Viswanathan, Director – Marketing (Chocolates), Mondelez India, said: “Cadbury Dairy Milk as a brand, believes that if there’s one thing that can shine a beam of light through the cracks in an increasingly divided world – is generosity. A little bit of generosity can go a long way and often it’s the smallest things that have the biggest impact. Cyber-bullying is something which affects everyone especially young people as they feel isolated and depressed when they are exposed to it. The #Heartthehate campaign builds on a very simple insight that when friends post something as simple as a purple heart in response to the trolls, young people feel less isolated and hence the impact of online bullying is reduced. This campaign is another small step to create a big impact towards social issues.”

     

    Added Prakash Nair, Executive Vice President, Ogilvy India: “Today while online/social media has become the youth’s hangout place, it is also a place where they face a lot of harassment and bullying. Cadbury Dairy Milk, with its proposition of Kuch Achha Ho Jaaye, Kuch Meetha Ho Jaaye, decided to act on this by arming the youth with a simple weapon to silence the bully – a purple heart emoji. Whenever a friend is getting trolled, all they must do is troll the troller with a purple heart. This simple, generous act of posting a purple heart can help drown out hate comments. Even if one bully is drowned by the purple heart, it will be a worthwhile initiative.

     

    The campaign is being executed with the support of Wavemaker India.

     

     

  • The campaign is based on the actor-director camaraderie where Anurag pulls a prank on Ananya

    Ananya Panday roped in as the new face for Cadbury Perk

    By A Correspondent

     

    No, this isn’t an update on whether Kartik Aaryan and Ananya Panday are dating each other (see, we are fairly up and about with the goss). Cadbury Perk has launched its latest campaign ‘Masti ka Daily Dose’ featuring Panday and director Anurag Kashyap. Conceptualised by Ogilvy and Mather, the campaign is based on the actor-director camaraderie where Anurag pulls a prank on Ananya to get her to shoot for a Cadbury Perk commercial.

     

    Commenting on the same, Anil Vishwanathan, Director – Marketing (Chocolates), Mondelez India, said: “Cadbury Perk is a brand that believes in infusing fun into the mundane and our new campaign lives up to that in an exciting, youthful way. In the past, we have had vivacious personalities like Preity Zinta, Genelia D’souza, and Alia Bhatt who embody what Cadbury Perk stands for – youth, fun and Joie De Vivre. As the new face for Cadbury Perk, Ananya Pandey was our natural choice for the brand as she is seen as a rising youth icon and brings alive the brand purpose to life so effortlessly. The brand has a good connect with the youth and with Ananya on board we believe this connect will only get stronger.”

     

    Added Amitabh Agnihotri, Group Creative Director, Ogilvy India: “Cadbury Perk is known for its light hearted pranks and masti-ful approach for the last few years. Now with Ananya Panday as the new face of the brand, and both she and Anurag Kashyap playing themselves in the campaign, the brand has pushed the envelope in every aspect of communication. This time the whole campaign unfolds as if shot behind-the-scenes and in an unscripted style. I hope our audience will enjoy the campaign as much as we loved creating it.”

     

     

  • Ogilvy Mumbai, in collaboration with Ogilvy Melbourne, strategically rolled out hoardings announcing the comeback

    Cadbury Dairy Milk welcomes back Smith & Warner

    By A Correspondent

     

    Cadbury Dairy Milk has bought back Australian cricket personalities Steve and Dave this IPL season. Ogilvy Mumbai, in collaboration with Ogilvy Melbourne, strategically rolled out hoardings announcing, ‘Welcome back Steve and Dave’ in Jaipur, Hyderabad and Kolkata to welcome back the two cricketers into cricket.

     

    Said Anil Viswanathan, Director – Marketing (Chocolates), Mondelez India: “We wanted to encourage people to be generous with their thoughts as well as their actions. In today’s extremely competitive world, people have started to become jaded and cynical. With this gesture, we hoped to remind all our consumers to be more inclusive in their thoughts and actions. It is extremely heartening to see that the engagement on the social media posts has been predominantly positive, reinforcing our belief that we as a people are inherently generous. After all, in India, we live by the code of ‘Atithi Devo Bhava’, the ultimate expression of generosity.”

     

    Added Sukesh Nayak, CCO, Ogilvy India West: “Offering a second chance without judgment or righteousness is one of the most generous things anyone can do. We wanted to give out a message that the goodness within us is what defines us. And we believe it’s not just the brand welcoming them back. It is the entire cricketing world and the fans being at their generous best by giving them an opportunity to get back to what they love most, cricket.”

     

     

  • This is in line with the its vision of ‘Snacking Made Right’

    Oreo unveils new campaign for Cadbury Dipped offering

    By A Correspondent

     

    Oreo has announced the launch of Oreo Cadbury Dipped. This is in line with the its vision of ‘Snacking Made Right’, where Mondelēz International promises to offer its consumers the right snack, for the right moment, made the right way.

     

    Speaking on the launch of Oreo Cadbury Dipped, Sudhanshu Nagpal, Head – Biscuits Category, Mondelez India said: “The launch of Oreo Cadbury Dipped stems from our constant endeavour to expand the brand’s narrative and consumption occasions. As Oreo has always stood for bringing people together, we bring to them a winning combination of the yummy crème filled chocolaty cookie layered with the iconic taste of chocolaty Cadbury. We believe that Oreo Cadbury Dipped will further strengthen our position in the fast emerging chocobakery segment, which is truly a cross pollination of our iconic Chocolate and Biscuit category, delivering a delightful and unique experience for the consumer. After Oreo and Bournvita Biscuits, the launch of Oreo Cadbury Dipped will certainly open up interesting avenues in the snacking domain.”

     

    The TVC has been created by FCB Interface. Said Joemon Thaliath, CEO, FCB Interface: “We have taken forward the brand’s globally popular ‘Oreo People’ format for this launch. It’s a catchy and fun way to bring alive this crunchy-chocolatey dilemma.” Added Robby Mathew, Chief Creative Officer, FCB Interface: “The product story is strikingly brought to life with appetising visuals and a peppy song.  Surjo Deb, the director, has done a great job keeping alive Oreo’s playfulness.”