MxMIndia

Tag: Mondelez India

  • Their latest campaign ‘No More Excuses’ stems from real life insights when children resort to creative excuses to avoid eating anything that could be healthy

    Bournvita Biscuits for progressive parenting

    By A Correspondent

     

    Bournvita Biscuits, through its latest campaign, seeks to foster progressive parenting. Their latest campaign ‘No More Excuses’ stems from real life insights when children resort to creative excuses to avoid eating anything that could be healthy.

     

    Said Sudhanshu Nagpal, Head – Biscuits Category, Mondelez India: “Since its launch in 2016, Bournvita Biscuits has provided an effective choice of delicious snacking enriched with the wholesome goodness of Bournvita, the drink Indian consumers have trusted for decades. The latest campaign on Bournvita Biscuits appeals to all progressive mothers, who believe in collaborative parenting. Since mornings are always hustled, leaving barely any time for kids to consume the right foods, Bournvita Biscuits will help moms provide the right start to their day giving them “no more excuse” to skip the morning snack.”

     

    Added Harshad Rajadhyaksha & Kainaz Karmakar, Chief Creative Officers, Ogilvy India: “The campaign plays on the insight that kids are most innovative when they want to get out of something. One of the things all kids want to escape is a boring breakfast. The film is simple, relevant, charming and brings this insight to life.”

     

     

  • Partners with Reliance Jio and Pratham Education Foundation

    Cadbury Dairy Milk announces launch of ‘The Wrapper that Gives’ initiative

    By A Correspondent

     

    Cadbury Dairy Milk has launched a new campaign centered around the theme ‘Kuch Achha Ho Jaaye, Kuch Meetha Ho Jaaye’. As part of this campaign, Cadbury Dairy Milk has introduced a social initiative called ‘The Wrapper that Gives’. The initiative has been conceptualised by Mondelez India and Ogilvy and being activated in association with Reliance Jio and Pratham Education Foundation.

     

    “This campaign aims at celebrating the generous instinct in everyone, showcasing as to how such moments go on to strengthen human relationships. Through this initiative we now want to explore the theme of Achhai (goodness), building on the strong proposition of ‘Kuch Meetha Ho Jaaye’. We are absolutely thrilled to partner with Pratham Education Foundation, that has been doing some great work in the space of education for children. This initiative will truly help us spread the goodness around,” said Anil Viswanathan, Director – Marketing (Chocolates), Mondelez India commenting on the initiative.

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

    Oreo rolls out new global campaign across 50 markets

    By A Correspondent

     

    Oreo has rolled out its new global campaign ‘Oreo People’ simultaneously across 50 markets in AMEA, LA, MEU and will be localised with nuances to drive relevance.

     

    Said Sudhanshu Nagpal, Head –  Biscuits Category, Mondelez India: “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.”

     

    Added Jane Lim, Regional Chief Client Officer, Asia – ‎FCB: “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,” said.

     

     

  • Mondelez India aims to build on its market leadership in the countline segment

    Ramesh & Suresh back to charm the viewers for Cadbury 5 Star 3D

    By A Correspondent

     

    Cadbury 5Star has unveiled a new campaign ‘Lost in Taste at a different level’ for its new Cadbury 5Star 3D. The new TVC has been conceptualised by Ogilvy & Mather.

     

    Speaking on the launch, Prashant Peres, Director – Marketing (Chocolates), Mondelez India, said: “Being the market leader in the chocolate category in India, we are committed to paving the way for the growth of countline segment in the country. Cadbury 5Star has been one of our strongest legacy brands that has consistently offered consumers an irresistible combination of chocolate, caramel and nougat for close to five decades. 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.”

     

    Added Amitabh Agnihotri, Group Creative Director, Ogilvy & Mather said, “Cadbury 5Star is an iconic youth brand and we connect with our consumers through the entertaining ‘lost’ exploits of Ramesh & Suresh. With the launch of Cadbury 5Star 3D, ‘lost’ gains a new dimension. The launch TVC takes everything; from entertainment to humor, to look & feel; onto a whole new level. We hope that people will enjoy Ramesh & Suresh getting lost on a different level.”

     

     

  • The #SilkSong music has been conceptualized by ace musician Clinton Cerejo

    Mondelez India gets Armaan Malik & Shirley Setia to render popular #SilkSong

    By A Correspondent

     

    Mondelez India Foods has recently rolled out a new music video for Cadbury Dairy Milk Silk. This video conceptualised by Ogilvy & Mather in collaboration with Balancing Act showcases a refreshing rendition of the Silk Jingle by singers Armaan Malik and Shirley Setia.

     

    Said Prashant Peres, Director – Marketing (Chocolates), Mondelez India: “Over the years, Cadbury Dairy Milk Silk has seen innovations in line with our efforts to enhance the chocolate eating experience. The new product has been enriched in shape and experience to make it more appealing and to deliver smoothness and creaminess, while retaining the signature Cadbury Dairy Milk Silk taste,” adding: “Digital is gradually becoming a lead medium for youth brands and we have seen consumers routinely express their love for our jingle on social media and therefore decided to gratify them with this truly special rendition. We’ve combined the immense popularity of Armaan Malik and Shirley Setia with the mass appeal of the Silk jingle to create some magic. We’re confident that consumers will love the sweet twist added by these artists to their favorite #SilkSong.”

     

     

  • The campaign will be supported by an extensive integrated marketing campaign

    Mondelez India unveils campaign promoting added benefits of Cadbury Dairy Milk Silk

     

     

    Mondelez India has unveiled a new campaign for the its chocolates brand Cadbury Dairy Milk Silk with a TVC conceptualised by Ogilvy & Mather.

     

    Said Zenobia Pithawalla, Executive Creative Director, Ogilvy & Mather said:”The New Cadbury Dairy Milk Silk is a curvier version of the original bar. The curvier shape results in more chocolatey feeling in the mouth. We brought alive the product story ‘feels like a lot more’ through the imagination of our protagonists. As both bite into the chocolate they feel like they are being serenaded by a whole lot of people. Reiterating that the feeling of ‘more’ is also more enjoyable.”

     

  • An integrated marketing campaign, including a thematic TVC, unveils the spirit of family togetherness during Ramzan

    Tang’s TVC for Ramzan

    By A Correspondent

     

    On the occasion of Ramzan, Mondelez India has come up with a thematic TVC for its powdered beverage, Tang. The TVC is backed by the insights that sweet beverage form a core component of Iftaar, the traditional meal consumed while breaking the fast. It brings out the elements of togetherness with its tagline ‘From your hands, love pours’.

     

    Speaking on the campaign, Amit Shah – Associate Director – Marketing – Gum, Candy & Beverages said:“With this campaign, we have tried to explore synergies between the festivities of Eid that resonates well with Tang’s brand proposition of bringing families together. Tang due to its ease of preparation and energizing fruity taste serves as an ideal beverage after a daylong fast. It has always attempted to give a refreshing, convenient and nutritious experience to mothers by providing them with an opportunity to make a quick, refreshing drink with essential vitamins A, B and C; and Iron by just adding water.”

     

    This thematic TVC will go on air in key markets of Kerala, West Bengal and J&K, and will also be supported by a 360-degree integrated marketing campaign, to leverage this consumption occasion.

     

  • Commuters travelling on all Mumbai metro trains between Ghatkopar and Versova stations can view the 'Chocolate Train'

    Cadbury Chocolate ki chhuk-chhuk gaadi

    By A Correspondent

     

    Mondelez India has launched a marketing campaign to support the launch of Cadbury Fuse, its new premium brand. After the TVC, in-store sampling in 150 + supermarkets, a tie-up with Go Air for inflight sampling and an outdoor display across metro stations and bus shelters across various cities was initiated. Taking “Own the Commute” to a whole new level, the brand surprised commuters with the Mumbai Metro wrap. This included more than 60% dominance of Fuse branding at the Andheri Metro station. Commuters travelling on all Mumbai metro trains between Ghatkopar and Versova stations can view the ‘Chocolate Train’.

     

  • The new TVC positions fuse as the perfect indulgent chocolate bar that brightens up dull moments in one’s busy day

    Mondelez plays up attributes of Cadbury Fuse in latest campaign

    By A Correspondent

     

    Mondelez India has launched a marketing campaign to support the launch of its new brand – Cadbury Fuse. Along with extensive digital and outdoor initiatives, this new campaign will include a TVC that aims at positioning Cadbury Fuse as the perfect indulgent chocolate bar that brightens up dull moments in one’s busy day. The TVC is conceptualised by Ogilvy & Mather.

     

    Said Prashant Peres, Director – Marketing (Chocolates), Mondelez India: “Whether it’s a dull period experienced during long commute hours or an exhausting work-out, today’s new age consumers are experimental and want to try out diverse experiences which can curb their hunger pangs in newer formats. Cadbury Fuse is aimed at enhancing their eat experiences by giving them a “Chocolatey feast” experience. The new TVC dramatises the craving of the young yoga teacher who can’t stop thinking about Cadbury Fuse and ultimately ends up satisfying her craving with a feast.”

     

    Speaking about the creative thought behind the TVC Harshad Rajadhyaksha and Kainaz Karmakar, Executive Creative Directors, Ogilvy & Mather, said, “The communication is designed to launch Cadbury Fuseas an answer to your craving for a chocolatey feast. We have all been hit by sudden whims and the story here brings alive exactly that in a funny fashion. Joy is in the DNA of chocolate so how could we leave it out of our story.”

     

    In addition to the TVC, the launch of Cadbury Fuse will also be supported by digital and outdoor initiatives.  With a marketing objective of ‘Owning the Commute’, the brand has also rolled out a large scale sampling activity with GoAir, Jet Airways and traditional trade stores.

     

  • Showcasing the idea 'Jo Khaaye Extra Kho Jaaye', the new TVC has given the duo – Ramesh and Suresh, much aspirational and cooler look as they get on a vacation

    Ramesh & Suresh make a comeback in new ad for Cadbury 5Star

    By A Correspondent

     

    Mondelez India has launched a new TVC for its latest -‘ extra caramelly Cadbury 5 Star’, starring regular brand ambassadors, Ramesh and Suresh.

     

    Showcasing the idea ‘Jo Khaaye Extra Kho Jaaye’, the new TVC crafted by Ogilvy India, has given the duo – Ramesh and Suresh, much aspirational and cooler look as they get on a vacation. The TVC portrays Ramesh and Suresh sitting on a bench, getting extra lost in the taste of new caramelly Cadbury 5 Star. Right next to them is a thief, eyeing the purse of a lady sitting on the adjacent bench. While Ramesh and Suresh are engrossed in the immersive eat experience of the extra caramelly Cadbury 5 Star, the robber attempts to steal the lady’s purse and run away, not realising that Ramesh/Suresh had accidentally tied his shoelaces with that of the robber, causing him to fall flat on the floor. The film brings out the good in getting extra lost as the duo manage to save the day. The film once again manages to showcase quirky behavior of the duo, bringing a smile to the viewers’ faces.

     

    Said Prashant Peres, Director- Marketing (Chocolates), Mondelez India: “Being the market leader in the overall chocolate portfolio, we are committed to paving the way for the growth of countline category in the Indian market. Our lead brand, Cadbury 5 Star has been highly successful in the youth segment. In alignment with growth vision of enhancing chocolate eating experience we have refurbished the product to make it “More Caramelly”.  The new cooler avatar of the product is supported by a new TVC campaign which showcases a more immersive eat experience by featuring the iconic Ramesh-Suresh duo bringing out the good of getting lost.”

     

  • Mondelez India has rolled out a new ad film conceptualized by L&K Saatchi and Saatchi

    Cadbury rolls out another occasion-based communication for Choclairs Gold

    By A Correspondent

     

    Mondelez India has launched its latest occasion-based TVC for Cadbury Choclairs Gold, the center-filled chocolate éclair. As a part of the marketing campaign, Mondelez India has rolled out a new ad film conceptualized by L&K Saatchi and Saatchi. Backed by deep consumer insights, the new TVC targets the birthday celebrations segment with its ‘Birthday Pe Sirf Choclairs Gold’ campaign, encapsulating the memories of celebrating birthdays at school marked by the custom of distributing Cadbury Choclairs Gold amongst teachers and students.

     

    The TVC begins with two brothers leaving for school. The younger brother who plays the protagonist, appears to be apprehensive as he is celebrating his first birthday at a new school and has yet not made friends. The elder brother tries to cheer him up and hands over a Cadbury Choclairs Gold birthday pack to him. The protagonist’s fellow students slowly gather around him, wishing him and picking up pieces of the liquid chocolate candy. He is now happy with his peers and is further delighted when the school captain picks up a piece of Cadbury Choclairs Gold, calls him a champ and wishes him Happy Birthday.

     

    Amit Shah

    Commenting on the campaign, Amit Shah – Associate Director – Marketing – Gum, Candy & Beverages said, “Cadbury Choclairs Gold has been synonymous with the occasion of celebrating birthdays in schools. The center-filled chocolate éclair has been a popular choice for birthday celebrations in schools – this despite never having actively invested behind the occasion. Backed by deep consumer insights, the TVC aims to drive the sales of Choclairs Gold Birthday Packs tapping on this consumption occasion. It also aims at bringing back those nostalgic memories of distributing Cadbury Choclairs Gold on birthdays.”

     

     

    Delna Sethna

    Delna Sethna, Chief Creative Officer, L &K Saatchi & Saatchi said, “Every brief is a challenge. The solution to this one was staring at us all along. Cadbury Choclairs Gold has always been a popular Birthday candy brand, and the new TVC just reiterates this.  Coated in gooey caramel and oozing liquid chocolate! It’s not just any ol’ candy, its 100 pieces of nostalgia crammed in to the Birthday Pack.”

     

  • 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