MxMIndia

Tag: Mondelez India

  • The innovation helped the brand stand out while the LED lighting ensured long distance visibility

    Posterscope executes extensive OOH campaign for Cadbury Bournvita biscuits

    By A Correspondent

     

    Posterscope India has rolled out a massive OOH campaign to announce the launch of Mondelez’s latest variant Cadbury Bournvita biscuits.

     

    Cadbury Bournvita Biscuits is the company’s second brand in the biscuits category after Oreo. With this, Mondelez India expands its category footprint from cream biscuits to cookies. With its ProHEALTH vitamins and signature chocolatey taste, the biscuit will offer a perfect balance for the morning snacking occasion.

     

    With the core objective of the campaign centred around building awareness of the launch of this new offering, Posterscope used the product tag line ‘Subah ka Biscuit’ in its communication to showcase the product as a morning breakfast snack. The campaign aimed to reach out to the mothers of children aged five and fifteen years across Sec A & B.

     

    Building on the brief, Posterscope crafted a campaign that resulted in a media mix delivering both impact and reach. The media formats used for impact were billboards, unipoles, gantries, pillars, mall facades, airport, metro trains.  To build reach and frequency, Posterscope deployed bus shelters, food Court table mat brandings, local and metro trains and signages across various cities.The campaign has been implemented across top 20 cities.

     

    Mondelez spokesperson said, “We launched a high decibel integrated marketing campaign with strong on-ground, social, digital & OOH activation plan to create awareness and drive rapid trials in the launch phase.”

     

    Ashok Pillai, Creative Director Posterscope India: commenting on the campaign innovation said “ we strategically choose a billboard that caters to the morning traffic and made sure that the site was one which had clear sky in the background in order to accentuate the innovation”.

     

    The innovative billboards that Posterscope installed in Mumbai added an edge to the campaign. using an LED lit “Subah ka Biscuit” on a hoarding sized 100ftx10ft along with a backlit product pack the effect was impactful. Special lighting gave the effect of a rising sun thereby creating freshness in “the morning zone”. The innovation helped the brand stand out while the LED lighting ensured long distance visibility. This gave the campaign the much required buzz.

     

  • Goafest 2016 had the right mix of after-hours partying and serious sessions, with thought leaders from across the globe sharing their experiences and insights

    Gyaan Unlimited at Goafest

    By Labonita Ghosh

     

    When you see members of your team pack floral shirts and shorts as they head to Goa, it’s hard to believe they have anything other than partying on their minds. But Goafest — organised by the Advertising Agencies Association of India (AAAI) and The Advertising Club, which forms the backdrop to the ad world’s best-known creative awards, the Abby – is able to strike a great balance. There is a lot of out-of-office bonhomie and boisterousness (and more than a reasonable amount of liquids flowing), but the days are filled with interactions with industry movers and shakers, sessions by thought leaders from around the globe and an invaluable swapping of insights and tips.

     

    Goafest 2016, in its eleventh year, upped the bar quite a bit. With some 2,400 delegates and 4,460 entries for the Creative and Media Abby, the 2016 edition was the biggest Goafest yet. Two new categories were also introduced, to keep pace with the rapidly-changing times: The Young Abby and an award for gender sensitivity. A more digitally-enabled Goafest greeted delegates who could download the app and post their questions for various speakers on it.

     

    Ambi M G Parameshwaran, President, Advertising Agencies Association of India said: “The last three days saw some of the brightest minds from the world of media, marketing and advertising congregating to make Goafest 2016 an exciting experience for all. Undoubtedly this was the biggest Goafest and the most well balanced — over 15 seminar sessions, three award shows, two sundowner parties and three after parties — all done in one venue, both indoors and outdoors.”

     

    According to Raj Nayak, President of The Advertising Cub: “As organisers, we tried to create a unique and wholesome experience for all the delegates attending the event to ensure that everyone had an interesting takeaway when they leave from Goa at the end of the festival.”

     

    Indeed, the organisers had a stellar line-up of speakers from the ad and marketing world, and the tedium of industry-specific sessions was broken by talks by writer-columnist Shobhaa De, former Army man and founding-CEO of the security agency Natgrid Raghu Raman, and young writer Varun Agarwal, and an interaction former cricketer Arjuna Ranatunga and journalist Rajdeep Sardesai.

     

    The session that really packed them in — and had everyone in splits – was a freewheeling tete-a-tete between adman-filmmaker R Balki and director-producer Karan Johar, where they chatted about marketing, the Oscars and Bollywood, of course. As for the seminars, they were divided into three industry-specific themes. Day 1 was about forging better client-agency partnerships, which was followed by better marketing of brands on the second day, while the last day was about using data and technology to leverage creativity.

     

    Chandramouli Venkatesan, Managing Director of Mondelez India (the makers of Cadbury) opened the first day with the instantly-engaging idea that client-agency partnerships need to be like that of Jai and Veeru, the protagonists from the film Sholay. “It should be a study in contrasts. A client and an agency, who are two different entities, coming together to create magic,” he said. “Not two entities who think in a similar manner.” But no matter how different, they must have a shared purpose and passion, and a friendship that allows each to challenge the other to do better. Samar Singh Sheikhawat, Senior Vice President, Marketing, at United Breweries had a slightly different take when he said that agencies first need to get to know the business (almost as well as the client) if they are to offer any worthwhile solutions. Sheikhawat says he facilitates brewery visits for agency execs he works with, just as he had to – early on in his career – spend time in the offices of advertising stalwarts like Roda Mehta, to understand the agency side of things. Oliver Maletz, head of connections planning, media and international communication at Volkswagen, in his session, outlined that agencies need to be true business partners to clients, along with being innovators (though not just for the sake of innovating) and aim to deliver meaningful value to a meaningful number of people.

     

    The second day, which was about better marketing your brand, had Benny Thomas, strategy head at Crispin Porter + Bogusky, talk about gauging a ‘return on creativity’ instead of the rather more prosaic(but financially-necessary) RoI. One way to ensure that a client accepts a brilliant idea, is to bombard it with hundreds of others. “If you give clients 200 ideas, they are bound to pick one,” Thomas said, giving the example of a campaign-turned-social initiative called Small Business Saturdays, that was spearheaded by his agency and has now become a local trade promotional in the US. Tara Marsh, global head of content at Wunderman, dealt with how neither clients nor agencies give enough importance to the behavioral aspects of consumers that make them choose one brand over another. “Your content needs to be something that users will choose to spend time with,” she added. Prakash Sangam, CEO of the RedBus and writer-filmmaker Varun Agarwal provided the ‘inspiration quotient’ for the day. Sangam, who has successfully run a bus-booking portal, talked about how the bus industry (like so many others) has been transformed by technology. Now, passengers can download apps to not only book tickets and select seats, RedBus has enabled various kinds of information conveniences to travellers.

     

    In today’s world, much more of both data and technology is available, but advertisers and marketers are not using it enough, feels Carter Murray, Worldwide CEO of FCB. “Most marketers use data for only six per cent of their decisions,” Murray said. “Data is waiting for its [Martin] Scorsese – where marketers use data to make the creative product better, not just to drive change.” Jean Lin, Global CEO of Isobar, in her talk, outlined seven breakout things that indicate a changing landscape (e-commerce, borderless buying, programmatic videos etc) and said the future of brands is clearly brand commerce. “[Marketers] need to bring the brand inspiration closer to the point of transaction,” she said adding that ideas that reimagine that last mile are the ones that are likely to survive in an ever-changing world. While Fergus O’Hare, Director of Facebook Creative Shop, APAC, took the idea of providing creativity with a crucible of technology by giving examples of how Facebook as a platform could be used to deliver personalised marketing at scale through mobile, Alasdair Lennox, Executive Creative Director, EMEA, Fitch discussed how ‘advertising’ as a word will die out, and be replaced by the concepts of ‘experience’ and ‘conversations’.

     

    That’s not all. Goafest also give participants a chance to view lots and lots of great advertising and hear behind-the-scenes stories about some of the most successful initiatives in the world – often from people who have been in the trenches themselves. While YouTube makes it possible to watch every ad ever aired, you’d never know about Nivea’s remarkable sunburn campaigns, or Kraft’s marketing of its healthier mac-and-cheese option without changing its packaging, or even learn how Paypal caught people’s attention by putting their faces on dollars, if it weren’t for the seminars. You would’ve heard of Burger King’s Subservient Chicken or seen Cadbury’s eyeballs-grabbing Gorilla beating a drum, but to know about the incisive decisions that shaped these seemingly-inane promos, is something else. Closer home, if you’ve ever wondered why messy chocolate-eating has become adorable on TV, you had to hear it from the people who made the Dairy Milk ads. And the thumping success of cutting-edge campaigns like Domino’s Anyware (ordering pizzas with a tweet) and Disneyland’s MagicBand (a bracelet that is park ticket, hotel key and credit card rolled into one) was brought to life by the global speakers’ analysing the social impact these have had. Indeed, Netflix’s ads have sparked a sociological phenomenon of ‘TV adultery’ (watching ahead to the next episode of a show without your spouse) in the US. This year’s Goafest had all of that. Indeed.

     

    In arrangement with MxMIndia.com

     

  • 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.

     

  • Cadbury Dairy Milk Silk is going all out to encourage consumers to "Say it with Silk" and indulge in the experience

    Cadbury rolls out integrated campaign ‘Say It With Silk’

    By A Correspondent

     

    Cadbury Dairy Milk Silkrecently launched a new thematic TVC, encapsulating the brand’s signature romantic nostalgia – “Kiss me…close your eyes”. The film showcases two young puppeteers craving so much for Cadbury Dairy Milk Silk, that they indulge while in the midst of a performance, thus highlighting yet another ‘Silk’ story of Cadbury Dairy Milk Silk.

     

    The launch of the new Thematic TVC comes in at the time when the brand is going all out to amplify joy on Valentine’s Day, with the ‘Say It With Silk’ campaign. Taking cognizance of how well Cadbury Dairy Milk Silk’s features resonates with special occasions, the brand had launched the ‘Say It With Silk’ campaign last year. This Valentine’s Day, the campaign being bigger, better and more engaging, the brand has introduced a 360-degree integrated campaign, that includes a special TVC, digital & outdoor activations, exciting on-ground & in-store activation and POB visibility.

     

    Prashant Peres, Director – Marketing (Chocolates), Mondelez India said, “Cadbury Dairy Milk Silk is one of our most successful chocolate innovations and has played a lead in the premium segment. We believe Cadbury Dairy Milk Silk offers consumers a great ‘indulgent’ eat experience and thus our campaign is around how it is impossible to resist a Silk. While the product promise of softer, smoother and silkier chocolate is well entrenched with the consumers, in the new thematic TVC, the brand goes a step further and showcases the Silk lovers’ experience with a bar of Cadbury Dairy Milk Silk, in a cute and light-hearted set-up.”

     

    Zenobia Pithawalla, Executive Creative Director, Ogilvy and Mather, said, “The task was to show – when you want to have a Cadbury Dairy Milk Silk, you’ve got to have it. To bring this craving alive we used puppets. The film is about two young puppeteers who crave so much for the chocolate, that they devour it while they are in the midst of a performance. The puppet show going haywire says it all. You can’t resist a Silk craving.”

     

    ‘Personalization’ is one of the key highlights of the ‘Say It With Silk’ campaign. Be it the innovative Limited Edition Packs or the series of digital activations and engagements, Cadbury Dairy Milk Silk is going all out to encourage consumers to “Say it with Silk” and indulge in the experience. Some of these include short Silk Videos, personalized greeting videos, personalized play lists in association with a music portal, digital and social media contests, Dubsmash contests, personalized fairy tale romance books and presence on popular event/ ticketing sites as sponsors, relaying the brand messaging.

     

  • Cadbury wanted to celebrate the wonderful variety of friends who bring joy and add that special flavour in each other's lives, just like its range of flavours

    O&M launches new campaign for Cadbury Dairy Milk

    By A Correspondent

     

    Ogivy & Mather has unveiled a new campaign highlighting the launch of two limited edition variants – Black Forest and Coffee Almond. With friendship day around the corner, Cadbury wanted to celebrate the wonderful variety of friends who bring joy and add that special flavour in each other’s lives, just like its range of flavours.

     

    Prakash Nair, Senior VP and Neville Shah, Group Creative Director, Ogilvy & Mather said: “India has an emotional relationship with CDM. To India, CDM is more than just a chocolate. The challenge was how to present the multiple flavour offerings from CDM and build on the emotional bond. Friendship Day which is coming up in August, presented the right backdrop to land this offering. It was simple, really. Because if we look at our own lives, we all have different friends and each one adds a special flavour to our lives. The idea just simply fell in our lap.”

     

    Prashant Peres, Director – Marketing (Chocolates), Mondelez India said: “For many years now, Cadbury Dairy Milk has represented a plethora of emotions, from shared values such as family togetherness, to shared good feelings and collective joy. This  Friendship  Day,  we  want  to  celebrate  another  very  important part  of  our  relationships  –  our  friendships.  Just  as  every  friend add a  special  flavour  to one’s  life, the  variety of Cadbury Dairy Milk flavours like Original, Fruit & Nut, Crackle, Roast Almond and our new limited edition flavours – Coffee Almond & Black Forest will add a special flavour to this day. Our new television commercial also supports this thought.”

     

    This film has been produced by Remarquer Films and directed by Vikramaditya Motwane, an acclaimed film director and screen writer.

     

  • The campaign keeps the product at the core of the communication as it lands the key chocolate variant in Mondelez India's Oreo portfolio

    Interface Communications unveils new campaign for Oreo Choco Creme

    By A Correspondent

     

    Oreo Choco Crème has unveiled a new TVC starring brand ambassador Ranbir Kapoor. The campaign created by Interface communications keeps the product at the core of the communication as it lands the key chocolate variant in Mondelez India’s Oreo portfolio.

     

    This time, Ranbir plays the role of a young naval recruit who is leaving for duty. On seeing his teenage sister visibly upset about this, he decides to cheer her up in his own unusual way; with an Oreo. The TVC delves into a brother-sister relationship once again to show us an endearing new side of it which is sometimes sweet sometimes crunchy exactly like the Oreo Choco crème combination. The message has been integrated and cued in really well, ending the TVC on an interesting note where Ranbir compares his sister to the Oreo wrapper indicating how she blabbers all day.

     

    Joemon Thaliath, Chief Operating Officer at Interface Communications, said, “Oreo commercials have always highlighted special moments and relationships. In this TVC we have depicted the brother sister relationship, where the Oreo becomes a catalyst to brighten up the sister’s mood as the brother leaves for his duty.”

     

    Speaking on the campaign, Chella Pandyan, Marketing Head (Biscuits, Mondelez India) said, “The chocolate flavor is the most popular one amongst crèmes in India & a key strategic priority for us. Our endeavor in the communication is to build consumer preference & desire for our lead Choco-crème variant. We have tried to communicate the delightful combination of a chocolatey Oreo cookie & chocolatey crème with the classic Oreo touch.”