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Cadbury Chocobakes rolls out new campaign, titled Meetha Chuppa Rustom
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Tuesday, 03 March, 2020, 14 : 00 PM [IST]
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Our Bureau, Mumbai
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Mondelez India expanded its choco-bakery segment with the recent launch of Cadbury Chocobakes, a scrumptious cookie filled with the taste of iconic Cadbury at its heart. With the roll-out of its new campaign, Meetha Chuppa Rustom, the company celebrated the sweet secrets in all of us.
Conceptualised by Mondelez India and Ogilvy, it showcased the bonding between a pregnant mother and her naughty son after he returns home from school. The thematic shows how the mother reveals the sweet secret of her young boy as he discovers the chocolate-filled centre of the new Cadbury Chocobakes Cookies.
Commenting on the new campaign Sudhanshu Nagpal, associate director, marketing (biscuits), Mondelez India, said, “With the launch of the latest TVC for Cadbury Chocobakes, we intend to bring out the Meetha Chuppa Rustom hidden in all of us and the joy of discovering the same in our loved ones.”
“Much like how you would feel when you discover your most loved Cadbury, now in a cookie. In India, our vision specific to the biscuits category is to introduce delicious, consumer-relevant products weaved into daily consumption occasions,” he added.
Nagpal said, “The launch of Cadbury Chocobakes is a testimony of our efforts to increase consumer relevance in a changing food landscape, to accelerate our growth momentum.”
Speaking about the work, Kainaz Karmakar and Harshad Rajadhyaksha, chief creative officers, Ogilvy India, said, "It is not very often that an agency team gets to work on the launch of a new product.”
“And when that new product is from Cadbury, the excitement is that much special. While adhering to the brand values of the world of Cadbury, we had to create a fresh personality and proposition for this new category we were getting into - Chocobakes, baked items with Cadbury inside,” they added.
Karmakar and Rajadhyaksha said, “Along with our team of Akshay Seth and Chinmay Raut, we started discovering and working on possible spaces. And the light-hearted yet insightful space of Chuppa Rustom seemed most apt and something which could define Cadbury’s presence amidst baked goods. And, of course, Vivek Kakkad has brought alive the storytelling splendidly through his direction.”
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