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Cadbury’s Unity Bar celebrates the spirit of India on 74th Independence Day
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Wednesday, 19 August, 2020, 16 : 00 PM [IST]
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Our Bureau, Mumbai
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Mondelez India unveiled its special limited-edition Cadbury Unity Bar to celebrate the spirit of India on the 74th Independence Day. It’s a combination of dark, blended, milk and white chocolate united in one bar, epitomises the common sweetness that defines us in India, even during the not so sweet and difficult times. It celebrates our unity in adversity – showcasing the inherent sweetness in every Indian that has united us during these tough times.
Anil Viswanathan, director, marketing (chocolates), insights and analytics, Mondelez India, said, “We understand the role our brands play in people’s lives as we continue to spread the message of generosity and goodness. The focus of the Unity Bar this year is on all Indians and the intrinsic sweetness that brings us together despite external adversity. The concept is a celebration of our shared sweetness – shared during not so sweet times among the country’s diverse citizens.”
Commenting on behalf of the creative agency behind Unity Bar, Sukesh Nayak, CCO, Ogilvy India, said, "The brief was simple – how do we express a common sentiment of a billion people? The theme beautifully personifies the shared characteristics of people that are united because of their sweetness. The work has been designed for multiple platforms and will be led by video and static pieces.”
To spread the message of generosity and goodness further, the brand has also committed all the proceeds from the sale of the chocolate bar to the India FoodBanking Network (IFBN) – donating chocolate bars equivalent to the total proceeds to those in need.
The launch of the chocolate bar is supported by an engaging digital activation, print advertisements and a heart-warming new film. The brand is also bringing back its popular composition of ‘Kuch Khaas Hai, Hum Sabhi Mein’ to this campaign which truly reflects the sentiment and feeling of the people in current times. The limited-edition chocolate bar is priced at Rs 200 and is available for order exclusively on Flipkart.
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