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. But the question remained - #KahanGayiCadbury? A mystery that has the internet buzzing, with people missing Cadbury and curious about where it could be. Some celebrities were also seen telling tales of their missing Cadbury.
All these events point to a big mystery built by Mondelez India. But In the middle of this confusion, Cadbury Chocobakes came forward to claim that it knows the answer to #KahanGayiCadbury? The brand left everyone anxious and excited. And finally, the secret was unveiled at the #SweetSecretParty hosted by the well-known celebrities Gaurav Kapur, Aparshakti Khurana, Shibani Dandekar, Neeti Mohan, Shivesh Bhatia and many eager fans. The answer to #KahanGayiCadbury? – Cadbury 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 ‘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.”
Today with the strong Cadbury legacy and an established play in biscuits and cookies, Mondelez India is well placed to expand into the bakery and cakes segment with layered cakes. With Cadbury Chocobakes Choc Layered Cakes, the individually wrapped chocolatey cakes, 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 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 ‘Meetha Chhupa Rustom’ narrative.
Commenting on the #KahanGayiCadbury activation, 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 for the same brings to life the brand proposition of Meetha Chhupa Rustom with a very memorable, charming film starring a naughty baby, one that is sure to make its place in viewers’ hearts.”
Conceptualized by Mondelez India & Ogilvy, the film showcases a sweet bonding moment being shared between an elder brother and his younger sibling, wherein he compares the baby’s characteristics to that of the Cadbury Chocobakes Choc Layered Cakes. Just like the cake that he bites into, which shows no hint of a hidden layer of melted sweetness, the baby too seems quite innocent until left alone with his brother. The playful naughtiness comes to the fore as soon as the brothers share a private moment much like the cake that reveals its mouth-watering sweetness once being bitten into showcasing that there is a ‘Chhupa Rustom’ or ‘Sweet Secret’ in each of us.
Check out the TVC here - https://www.youtube.com/watch?
Agency Details –
· Client: Mondelez India
· Creative Agency: Ogilvy India
· Media Agency: Wavemaker India
· Creative team: Kainaz Karmakar, Harshad Rajadhyaksha, Sukesh Nayak, Akshay Seth, Chinmay Raut, Arshia Jain, Pallavi Pardikar, Bhuvan Bali, Meghna Natarajan
· Planning team: Russell John, Sanketa Kapse
· Account Management: Prakash Nair, Mayuri Shukla, Swapna Divekar, Anjali Negi
About Mondelēz International
Mondelēz International, Inc. (NASDAQ: MDLZ) empowers people to snack right in approximately 150 countries around the world. With 2018 net revenues of approximately $26 billion, MDLZ is leading the future of snacking with iconic global and local brands such as Oreo, belVita, and LU Biscuits; Cadbury Dairy Milk, Milka and Toblerone chocolate; Sour Patch Kids candy and Trident gum. Mondelēz International is a proud member of the Standard and Poor’s 500, Nasdaq 100 and Dow Jones Sustainability Index. Visit www.
About Mondelez India Foods Private Ltd.
Mondelez India Foods Private Limited (formerly Cadbury India Ltd.) has been present in India for over 70 years. The company introduced Cadbury Dairy Milk and Bournvita in India in 1948 and since then has been a leader in the chocolate category in the country. Part of Mondelēz International, the company operates in the chocolate, beverages, biscuits and candy categories in India with brands like Cadbury Dairy Milk, Cadbury Dairy Milk Silk, Cadbury Celebrations, Cadbury Bournville, Cadbury 5 Star, Cadbury Perk, Cadbury Fuse, Cadbury Gems, Cadbury Bournvita, Cadbury Spready, Tang, Cadbury Oreo, Bournvita Biscuits, Halls and Cadbury Choclairs Gold, etc. Headquartered in Mumbai, the company has sales offices in New Delhi, Mumbai, Kolkata and Chennai and manufacturing facilities at Maharashtra, Madhya Pradesh, Himachal Pradesh, and Andhra Pradesh, in addition to a global Research & Development Technical Centre and Global Business Hub in Maharashtra and a vast distribution network across the country.
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