Mondelez India has 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 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.
The TVC has been conceptualized by Ogilvy & Mather. 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 and 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.
You can watch the TVC here:
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