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After #KahanGayiCadbury drive, it appears in Chocobakes Choc Layered Cakes
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Thursday, 06 August, 2020, 16 : 00 PM [IST]
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Our Bureau, Mumbai
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For over 70 years, ‘Cadbury’ has defined the taste of chocolate for Indians. Riding on this strong legacy and unmatched brand love, Mondelez India, the makers and bakers of some of India’s favourite snacking brands, Cadbury Dairy Milk, Cadbury Bournvita, Oreo and so on has successfully expanded the portfolio into related categories by driving the taste of chocolate as a snack – beyond the bar.
However, what happens when, in a wildly unexpected step, the brand decides to drop its most iconic asset like Cadbury Dairy Milk, Cadbury Dairy Milk Silk and Cadbury Gems. This became the talk of the town and the world wondered, #KahanGayiCadbury?
Cadbury had disappeared from social media pages, billboards, print ads, direction sign boards and shockingly from the collection of the Asia record holding chocolate wrapper collector Devam Baghel.
All these events point to a big mystery built by the company and in the middle of this confusion, Cadbury Chocobakes came forward at the #SweetSecretParty, hosted by the well-known celebrities Gaurav Kapur, Aparshakti Khurana, Shibani Dandekar, Neeti Mohan, Shivesh Bhatia, to reveal that the brand is now in a cake, with the launch of Cadbury Chocobakes Choc Layered Cakes.
Commenting on the campaign, Sudhanshu Nagpal, associate director, marketing (biscuits), Mondelez India, said, “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 ‘MeethaChhupaRustom’ Cadbury Chocobakes Choc Layered Cakes. Following this intriguing activation, a 360-degree campaign will further support the launch, taking the MeethaChhupaRustom thought a step forward.”
With the strong legacy and an established play in biscuits and cookies, the company is well placed to expand into the bakery and cakes segment with layered cakes. With the individually wrapped chocolatey cakes, the company is not only providing a new eating experience but driving consumer convenience both for in-home and on the go consumption.
This is an important milestone in the journey of the company in India. This is the company’s second launch under the chocobakery sub-category, in less than a year, after the successful launch of Cadbury Chocobakes Choco-filled Cookies.
To support this launch, apart from the exciting #KahanGayiCadbury activation, the company also recently launched a heart-warming new film, as part of the second leg of the ‘MeethaChhupaRustom’ narrative.
Akshay Seth, group creative director, and 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 for the same brings to life the brand proposition of MeethaChhupaRustom with a very memorable, charming film starring a naughty baby, one that is sure to make its place in viewers’ hearts,” he added.
Conceptualised by Mondelez India and Ogilvy, the film showcases a sweet bonding moment being shared between an elder brother and his younger sibling.
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