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MARKETING

Mondelez India launches mktg campaign to support Cadbury Fuse launch
Saturday, 03 December, 2016, 08 : 00 AM [IST]
Our Bureau, Mumbai
Mondelez Indialaunched a marketing campaign to support the launch of its new premium countline brand, Cadbury Fuse (a fusion of peanuts, caramel and a creamy centre, all coated in Cadbury milk chocolate). Along withdigital and outdoor initiatives, the campaign will include a television commercial (TVC).

Prashant Peres, director, marketing (chocolates), Mondelez India, said, “Whether it is a dull period experienced during a long commute or an exhausting workout, today's new-age consumers are experimental and want to try out diverse experiences which can curbtheir hunger pangs in newer formats.”

“Cadbury Fuse is aimed at enhancing their eat experiences by giving them a chocolatey feast experience,” he added.

Harshad Rajadhyaksha and KainazKarmakar, executive creative directors, Ogilvy & Mather, said, “The communication isdesigned to launch Cadbury Fuse as an answer to your craving for a chocolatey feast.”

They added, “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?”
 
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