‘Cadbury’ has defined the real taste of chocolate for Indians for over 70 years. Riding on this strong legacy, Mondelez India, the makers and bakers of some of India’s favourite snacking brands – Cadbury Dairy Milk, Cadbury Bournvita, Oreo, etc., has expanded the portfolio into related categories by driving the taste of chocolate as a snack – beyond the bar. But what happens when Cadbury decides to drop its asset from much-loved brands like Cadbury Dairy Milk, Cadbury Dairy Milk Silk and Cadbury Gems. This became the talk of the town and the world wondered — #KahanGayiCadbury? (Where did Cadbury go?)
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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. 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? And finally, the secret was unveiled at the #SweetSecretParty hosted by 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.
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 unveiling 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.”
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 recently launched a heart-warming new film, as part of the second leg of the ‘Meetha Chhupa Rustom’ 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 Meetha Chhupa Rustom with a very memorable, charming film starring a naughty baby, one that is sure to make its place in viewers’ hearts.”
Conceptualised by Mondelez India and 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.
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