CADBURY
FMCG · B2C · BRAND LAUNCH · INTEGRATED CAMPAIGN
CREDITS:
AGENCY: Ogilvy, Mumbai
CCO’s: Kainaz Karmarkar, Harshad Rajadhyaksha, Sukesh Nayak
GR. CREATIVE DIRECTOR: Akshay Seth
SR. CREATIVE DIRECTOR: Chinmay Raut
ACD: Anurag Mishra
COPY SUPERVISOR: Nikhil Choudhary
DIRECTOR: Harshik Suraiya
DOP: Shivendu Kudalkar
Cadbury was launching Chocobakes Cakes and Cookies, built around a simple product truth: Cadbury was hidden inside.
We turned that truth into a campaign journey - building intrigue, revealing the product, making its core proposition memorable, and then extending the idea through tactical, search-led digital and social.
Result: 47% sales growth, Ranked #4th in market share within first two months of the launch
MY ROLE
Brand Strategy · Consumer Insight · Campaign Strategy · Creative Direction · Integrated Marketing
PHASE 1: BUILDING INTRIGUE
#KahanGayiCadbury · Little Siblings
Cadbury disappeared from familiar brand touchpoints like packaging, hoardings, social media and even from the file of celebrities. The launch film revealed where it had gone, inside Chocobakes Cakes and Cookies.
PHASE 2: MAKING THE PRODUCT TRUTH UNMISSABLE
MEETHA CHHUPA RUSTOM
We took the product proposition into a 360° campaign across television, digital and social, making the hidden Cadbury proposition central to the communication. Cadbury was the sweet secret hidden inside.
INTEGRATED MARKETING COMMUNICATION COHORTS - We used YouTube search behaviour to reach people already looking for relevant food and dessert moments. Campaign extension 10 seconders targeted the consumers based on their activity on digital platforms like youtube, Facebook, Instagram and more.
DIGITAL: We extended the hidden Cadbury idea into Digital through the Cookie Eclipse.
SOCIAL MEDIA EXTENSION OF THE CAMPAIGN: Instagram and Facebook.