Top Story


Home >> Advertising >> Article

Cadbury Halls strengthens brand appeal with a touch of humour

Font Size   16
Cadbury Halls strengthens brand appeal with a touch of humour

Changing seasons, accompanied by fluctuating temperature, bring on scores of ailments, sore throat being one of the most common. The market is full of over-the-counter throat soothers. To stand out amid the clutter, Cadbury India Ltd has launched a new marketing campaign for its mint brand Halls and has used humour as a differentiating plank.

The new campaign would support an enhanced product offering and strengthen the brand appeal for Halls. The campaign has been created by Contract Advertising and is the brainchild of Executive Creative Director Raj Nair.

The integrated marketing campaign comprises a TV commercial. The brand positions itself with the touch of humour with actor Vinay Pathak of ‘Bheja Fry’ fame communicating the new brand positioning of ‘Cools throat and gives Intense Cooling’.

Commenting on the launch, Sanjay Purohit, Executive Director-Marketing, Cadbury India Ltd, said, “Currently, the mint category is growing at a rapid pace. The enhanced product offering, supported by the advertising campaign, will augment a fresh appeal to brand Halls.”

Halls is available in three flavours – Mentholyptus, Ginger and Orange – with Halls Mentholyptus being the largest contributor to the brand sales. The new Halls offers a superior tasting formulation and the dual benefit of soothing the throat. The product has been redesigned to create a rounded eating experience for consumers.


Our typical marketing budget is usually 10 per cent of the topline spend

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...

Under the watchful eye of Walt Disney, Bindass undergoes brand repackaging with a fresh new show ‘Dil Buffering’ simulcast across its linear and social media platforms on September 29 and will launch...

Apart from the mandate for the first project which is the Ashiana Town in Bhiwadi, Tomorrow and InterTwined will deliver brand solutions across film, print, radio, outdoor and activation besides provi...

Despite advertising picking up after a slow Q1, regional FM players still feel that the lingering effect of GST, RERA, demonetisation will still make its impact felt during the upcoming festive quarte...