Top Story

e4m_logo.png

Home >> Advertising >> Article

Cadbury Halls strengthens brand appeal with a touch of humour

07-March-2008
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.

Tags

Sidharth Gupta, Co-founder, Treebo talks about their outdoor campaign ‘Perfect stay or don’t pay’, what prompted this bold advertising move, its targeting, and the metrics that the brand utilizes to measure the efficacy of such a campaign

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

The announcement regarding this was made on Twitter by Sukumar Ranganathan, Editor-in-Chief, Hindustan Times, and Shekhar Gupta, Founder, The Print

The website promises to bring fast, reliable, insight-rich analysis in times when the readers are flooded with ‘breaking news’, and great conversations among an elite community of opinion leaders

The network has based its claim on Broadcast Audience Research Council (BARC) all India data (U+R) from April 2017 to March 2017 (full year average)