MxMIndia

Tag: Prashant Peres

  • 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.”

     

     

  • … says Prashant Peres, Marketing Director (Chocolates) for Mondelez on the sidelines of the launch of the Cadbury Silk's Oreo variant (text + video)

    Building on the equity of the mother brand…

     

    Chocolate major Mondelezneeds no introduction to consumers… yet, when  it brings out a variant, and in keeping with the times, it organised a closed door activity for food bloggers in Mumbai last fortnight where well-known chef Michael Swamy dished out some sinful creations out of Cadbury Dairy Milk Silk Oreo. With this variant, the company aims to further seize the growing opportunity in the premium chocolate category.  The product is supported by a 360-degree communication campaign designed to demonstrate the soft, smooth and crunchy silk experience which includes a new TVC, innovative outdoor and digital campaign and strong in-store visibility.  Santosh Jangid caught up with Prashant Peres, Marketing Director (Chocolates) for Mondelez, India to discuss the product’s marketing and more.

     

    Over the last few months, we have seen Cadbury come up with more variations of its products than ever before. What would you attribute the reason for introduction of so many variants?

    Over the last three or four years Cadbury has introduced a lot of variants into the market. It’s on a higher pace than before but that’s really a continuation of a roadmap that we had built many years back. We first wanted to introduce consumers to a more premium chocolate in India and we did this through the launch of Cadbury Dairy Milk Silk and once people had really tasted it and understood how good this chocolate really is I think they started looking for more and that’s when we decided to provide them with new experiences. So Cadbury Dairy Milk Silk Caramello for example was the first centre filled chocolate with liquid centre. We then did Bubbly the first aerated chocolate and now Silk Oreo which is again first in its kind not only in terms of the combination of Oreo with Silk, vanilla cream, a crunch of biscuit but also in terms of technology. It has a cream that you are tasting in the centre, its very different from the kind of cream that you would taste even in the centre of an Oreo. It’s very refined, it’s very creamy and all this has needed new technology internally as well. The reason we’ve done this is because we believe consumers are really ready for it. In fact they are asking for more and more excitement and that’s why we see fantastic results with every innovation that we do. I think while we have done a lot of innovation in the category like silk, we have also brought a new format like what we’ve done with Fuse which is an individual consumption. It’s something that has a multi sensorial texture so it gives people a crunch, gives people a chewy texture, salt and sweet together and its also based on a different needs altogether.

     

    How much of stress does the Introduction of new brands and variants obviously put on marketing spends?

    I think the good thing about anything we launch under Cadbury is that it builds of the fantastic equity has had in this market. The mother brand Cadbury Dairy Milk has over 41% share in this market. So first of all whatever we do it adds a dimension to the brand, the innovations add a dimension of new use, our standard advertising that we do of course connects with consumers at a very different emotional level. So when you plan it as a portfolio and you plan your spends on different platforms well it does not put that much pressure on your advertising budget because they are all synergistic then in the end.

     

    Can you talk us through the marketing strategy for Dairy Milk Silk Oreo?

    There is a very big launch plan that we are underway right now. We’ve broken on digital and digital has become an important component of our adspends. We are doing various tie-ups with big digital platforms — Facebook, Google, Bookmyshow, launches on e-commerce. So these are some of the things we are doing and we are getting better and better at it but along with digital we normally do a big bang outdoor campaign and of course something that Cadbury is always known for is some really lovely advertising on television. So I think this combination works really well for us and you hopefully see it right through the first part of this year.

     

    Are you looking at doing such exercises of taking chefs to other markets as well?

    Definitely. I think this is the first time we have done that with relevant people in Mumbai and that’s because we are based out of Mumbai but I think seeing the success and seeing how much people have enjoyed this event we would definitely like to do it in more places. One of the reasons besides doing a lot of stuff on media what we love to do is sample our product to consumers. We are doing a lot of sampling simply because once you taste it you really fall in love with the product. So I hope everybody who gets a chance to see this (interview), goes out and tries it.

     

  • 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 launched Cadbury Dairy Milk Marvellous Creations in Mumbai on Tuesday

    Mondelez launches ‘Marvellous Creation’

    By A Correspondent

     

    Mondelez India announced the launch of Cadbury Dairy Milk Marvellous Creations in Mumbai on Tuesday. It will be available in two flavours, Jelly Popping Candy and Cookie Nut Crunch, and will be manufactured at the company’s new manufacturing facility in Andhra Pradesh.

     

    Speaking on the launch, Prashant Peres, Director – Marketing (Chocolates) at Mondelez, said, “The product combines exciting inclusions like gems, jelly and popping candy in an indulgent bar of milk chocolate that literally explodes in your mouth with every unpredictably delicious bite.”

     

    The launch will be supported by a 360-degree communication campaign, that includes a new TVC, as well as outdoor and digital campaigns targeting the brands core target audience – ‘Framilies’ (Friends + Families). On-ground activations and a Cadbury Dairy Milk Marvellous Creations busare also a part of the campaign.

     

    As has been the trend in the recent past, the product will be available in select cities via etailer Amazon starting August 10. It will be available in brick-and-mortar stores from mid-August.

     

  • 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 Bournville refreshes its pack design and launches a new 360-degree campaign

    Cadbury Bournville reintroduced in new avatar; unveils new campaign

    By A Correspondent

     

    To remind a busy executive or a home maker to take out time for unwinding, Mondelez India has re-introduced Cadbury Bournville. The product is crafted from fine quality cocoa, carefully selected and refined to deliver an elegantly smooth, dark chocolate experience that captivates the senses with lingering cocoa character, that will set the mood right and add that extra flavor and delight to ‘personal unwind time’, at the end of each day.

     

    “We realize the importance of an individual’s unwind time and we want people to celebrate this end of day routine and reward themselves. By introducing Cadbury Bournville as the perfect unwind partner, we hope to enhance this experience for our consumers. We are confident that the rich & irresistible taste of the Cadbury Bournville will heighten your senses and the lingering after-taste will leave you craving for more wind down moments,” said Prashant Peres, Director – Marketing (Chocolates), Mondelez India.

     

    Mondelēz International has the strong credential in space of Chocolates; and is the maker of some of the leading Global Dark Chocolate brands in the world, like Cote O’Dor and Green & Black. Dark Chocolate is still a nascent category and Cadbury Bournville believes that the current positioning will help establish the end of the day occasion which will eventually lead into developing the Dark Chocolate category in India.

     

    With a structured aim at targeting the Cadbury Bournville’s core target audience, this campaign will be supported by a new TVC, extensive sampling, outdoor advertising and interesting digital engagements. The creative agency for this campaign is Ogilvy & Mather; digital & media agency is Pinnacle (Madison).

     

  • 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.

     

  • 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.”