Campaigns

Mondelez India unveils mystery behind #KahanGayiCadbury campaign

The brand designs a 360-degree campaign to launch its newest product in the chocobakes range

Published

August 5, 2020

With the launch of Cadbury Chocobakes Choc Layered Cakes, Mondelez India, the makers and bakers of some of India’s snacking brands – Cadbury Dairy Milk, Cadbury Bournvita, Oreo and many more, has disclosed the mystery behind #KahanGayiCadbury (Where did Cadbury go?) campaign.

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 #KahanGayiCadbury activation, we wanted to build intrigue among consumers and have them imagine a world without Cadbury. This became a perfect segue into the unveil of the newest addition to the Cadbury family- the new ‘Meetha Chhupa Rustom’ Cadbury Chocobakes Choc Layered Cakes. Following this intriguing activation, a 360-degree campaign will further support the launch, taking the Meetha Chhupa Rustom thought a step forward,” said Associate Director-Marketing (Biscuits), Sudhanshu Nagpal, Mondelez 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.”

To support the launch, apart from this campaign, the company also recently launched a new film, as part of the second leg of the ‘Meetha Chhupa Rustom’ narrative. Conceptualized by Mondelez India & Ogilvy India, the film showcases a sweet bonding between an elder brother and younger sibling, wherein he compares the baby’s characteristics to that of the Cadbury Chocobakes Choc Layered Cakes.