Anand Kripalu, Managing Director, Cadbury India will deliver the keynote address on ‘A Few Lessons from the Most Awarded ‘Advertiser of the Year’ at the Pitch Madison Media Advertising Outlook 2013, presented by ABP News. The report will be unveiled on February 8, 2013, in Mumbai.
Cadbury India has been ranked fourth among India’s most admired companies by Fortune India in 2012 and the company, now owned by Mondelez International, has brands such as Eclairs, Toblerone, Bournville, Tang, 5Star, Gems, Bubbaloo, Oreo, Dairy Milk, Perk and Halls, among others. Earlier known as Kraft Foods’ chocolate brand, Cadbury India has sculpted itself as a great marketer not only for some of the creative work that the brand has come to be known for, but for its innovations to become the most popular gifting options in the festive season of 2012.
The whole aspect of gifting a box of Cadbury Celebrations chocolates instead of the regular ‘mithai’ on occasions found its way into any marketing guru’s ‘right marketing move’ list of 2012, and more so because of the out-of-the-box packaging and competitive pricing, and not promotions and advertising alone. Celebrations became an instant hit as the prime gifting solution during occasions such as Raksha Bandhan and Diwali.
Later in the year, the tagline of ‘Aaj Aap Kisse Khush Karenge’, which has seen various avatars during festive seasons, such as ‘Toh Iss New Year Aap Kisse Khush Karenge’ or ‘Toh Iss Diwali Aap Kisse Khush Karenge’, was further used to drive suggestions on gifting people that did not usually make it to gifting lists. Apart from associations on television and the digital space, Cadbury Celebrations also utilised the in-store space strategically during the festive season in order to drive sales.
Not only that, Cadbury India, revamped its Gems positioning, again, giving it an off-beat stature of ‘Raho Umarless’ that catered the product, which was thought to be for kids, to a much wider audience. Similarly, biscuit brand Oreo, which was launched in 2011, showed a 40 per cent growth in March 2012, as claimed by industry media reports.
Anand Kripalu joined Cadbury India in 2005 as Managing Director, India. Prior to that, he was Managing Director, Unilever, East Africa. An IIT-Chennai and IIM-Calcutta alumni, Kripalu joined Unilever (then Ponds) in 1983 as a management trainee and has worked in a variety of sales, marketing, category management and customer development roles in the oral care and detergent market segments in India.