The new campaign includes an exciting new TVC, extensive sampling activities and Digital & OOH initiatives
Mondelez India, recently launched a Marketing Campaign to support the launch of its new premium countline brand – Cadbury Fuse. Along with extensive digital and outdoor initiatives, this engaging new campaign will include a new TVC that aims at positioning Cadbury Fuse as the perfect indulgent chocolate bar that brightens up dull moments in one’s busy day.
Cadbury Fuse is a delicious fusion of crunchy peanuts, smooth caramel and a creamy center, all coated in rich Cadbury milk chocolate. Capturing this, the TVC conceptualized by Ogilvy & Mather, begins with a yoga instructor taking a corporate yoga class, guiding everyone with breathing exercises. Moving on to the next exercise, she moves her neck to the side and instructs everyone to follow her, all of a sudden her eyes brighten up with glee as she imagines a life size Cadbury Fuse sliding through the door. The office staff awaits the next instruction but notices that the instructor is already amused by something invisible that’s at the door. The instructor is fanaticizing about the chocolate coming in from the door, tempting her further by bouncing some crunchy peanuts on its head. Lost in her imagination and excitement, the instructor mimics the bouncing act put up by the chocolate and subsequently the class follows her moves. She then imagines the chocolate on the floor and dives towards grabbing it, the astonished class looks around and obediently jump off their seats landing with a thud! The instructor takes the Cadbury Fuse from her bag and starts relishing every bite of it. While the instructor is enjoying Cadbury Fuse, the class is pondering what instruction will come next.
Staying true to its tradition of Cadbury TVCs, this new TVC for Cadbury Fuse once again accelerates the pedal by showcasing how joyous moments can be attained effortlessly with the very first bite of chocolate. Cadbury Fuse is not just a chocolate but it’s the Chocolaty FEAST for those mundane days, hence the TVC aims to resonate with everyone who’s had a busy day and is craving for a feast.
Prashant Peres, Director – Marketing (Chocolates), Mondelez India said, “Whether it’s a dull period experienced during long commute hours or an exhausting work-out, today’s new age consumers are experimental and want to try out diverse experiences which can curb their hunger pangs in newer formats. Cadbury Fuse is aimed at enhancing their eat experiences by giving them a “Chocolatey feast” experience. The new TVC dramatizes the craving of the young yoga teacher who can’t stop thinking about Cadbury Fuse and ultimately ends up satisfying her craving with a feast.”
Speaking about the creative thought behind the TVC Harshad Rajadhyaksha & Kainaz Karmakar, Executive Creative Directors, Ogilvy & Mather, said, “The communication is designed to launch Cadbury Fuse as an answer to your craving for a chocolatey feast. We have all been hit by sudden whims and the story here brings alive exactly that in a funny fashion. Joy is in the DNA of chocolate so how could we leave it out of our story.”
In addition to this exciting new TVC, the recent launch of Cadbury Fuse will also be supported by high decibel digital & outdoor initiatives. With a marketing objective of ‘Owning the Commute’, the brand has also rolled out a large scale sampling activity with GoAir, Jet Airways and traditional trade stores.
Agency Credentials:
Agency: Ogilvy & Mather, Mumbai
National Creative Director: Rajiv Rao
Executive Creative Director: Harshad Rajadhyaksha, Kainaz Karmakar
Creative Team: Akshay Seth, Rajeshwari Rao
Account management: Hephzibah Pathak, Hitesh Patel, Beenu Kurup, Aayushi Agarwal
Account Planning: Ganapathy Balagopalan, Srikeit Tadepalli, R Abishek
Production house: Corcoise Films
Director (film): Prasoon Pandey
Producer: Cyrus Pagdiwala
Director of photography: Karthik Vijay