By: M4G Bureau
Last updated : August 05, 2020 10:38 am
The brand designs a 360-degree campaign to launch its newest product in the chocobakes range
Shockingly, Cadbury had disappeared from social media pages, billboards, print ads and direction sign boards which raised curiosity among people. It points to a big mystery built by Mondelez India under its campaign supported by an extensive marketing plan where outdoor advertising is being handled by Kinetic India.
With new product, the company is not only providing a new eat experience but driving consumer convenience both for in-home and on the go consumption. This is the company’s second launch under the chocobakery sub-category, in less than a year, after the launch of Cadbury chocobakes choco-filled cookies.
Commenting on the creative part, Akshay Seth, Group Creative Director & Chinmay Raut, Senior Creative Director, Ogilvy India, said, “This is an integrated campaign in the true sense. An extremely intriguing teaser phase that made the nation wonder #KahanGayiCadbury as we made the iconic Cadbury logo disappear from various brand assets, print ads, directional signages; even roped in Asia’s record holding chocolate wrapper collector. Kudos to the client and our talented team for making this happen almost overnight. The reveal was Cadbury hiding in a cake, the newest member in the Chocobakes range. The launch film brings to life the brand proposition of Meetha Chhupa Rustom, starring a naughty baby, one that is sure to make its place in viewers’ hearts.”