Mondelez India, one of the country’s leading snacking companies, launched a limited-edition Cadbury Dairy Milk ‘Thank You’ bar in recognition of the generous spirit of the country’s unsung heroes during these difficult times.
It is the first time since the nation’s favourite chocolate bar hit the shelves in India over 70 years ago, that the brand has replaced its logo with the words ‘thank you.’
These bespoke chocolate bars will spread the spirit of gratitude across the country to each and everyone who are tirelessly and generously continuing to work, to support us all during this unprecedented time.
The company will commit a part of the proceeds from limited-edition sale towards health insurance policies of the daily wage earners, via a partnership with Nirmana, an NGO that works with the unorganised sector.
Commenting on the launch, Anil Viswanathan, director, marketing (chocolates), Mondelez India, said, “Cadbury Dairy Milk as a brand, believes that if there’s one thing that can shine a beam of light, in tough times like these, it is generosity. As India’s most trusted brand, we understand the special role Cadbury Dairy Milk plays in the lives of our consumers.”
“We felt a sense of duty as we created a pack innovation that represents the nation’s sentiment. The current unprecedented situation has made us all realise the value of the ones that run our cities, societies and lives. This launch serves as a small tribute for their enormous efforts and only begins to express our collective thanks to these unsung heroes,” he added.
To celebrate the linguistic diversity across India, the bars will be launched in eight different languages - English, Hindi/Marathi, Gujarati, Bengali, Tamil, Telugu, Kannada and Malayalam, to deliver the message of gratitude and support from each and every one of us.
The bars will be priced at Rs 40 for 50 gram and will be available as a choice alongside other the product price points across all retail channels.