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<ul><li>Conceptualised by <keyword id="2200852" type="COMPANY" weightage="20" keywordseo="Mondelez-India">Mondelez India</keyword> &amp; <keyword id="531122" type="COMPANY" weightage="20" keywordseo="Ogilvy-India">Ogilvy India</keyword>, Cadbury Dairy Milk Silk's latest ad shows shows how a couple deeply in love turns an everyday moment into something truly grand and special. </li><li>The film is a part of a larger integrated marketing mix including TV, on-ground and a high decibel digital/social plan.</li></ul>India’s youth has evolved over the years, especially when it comes to seeking love and expressing their emotions in deeper and more meaningful ways, and so has the journey of Cadbury Dairy Milk Silk. The brand believes its new proposition of ‘How Far Will You Go for Love’, launched earlier in the year, will help connect with today’s youth better. This new TVC helps land the brand thought in a more interesting and endearing manner. Commenting on the release of this heartwarming film, Anil Viswanathan, Director – Marketing (Chocolates), Mondelez India said, “Cadbury Dairy Milk Silk has long stood for the best taste of chocolate in India. This has manifested in our communication over the years as the expression of romance amongst Youth. With the youth of the country and their meaning of love evolving, there is a higher emphasis on gestures and acts that keep the romance fresh and alive. This had led to conceptualizing of the new proposition ‘How Far Will You Go For Love’ which kick started with the Valentine’s Day campaign earlier this year and has now turned into a ritual of sparking new relationships, deepening the meaning of love, and standing for a feeling that can’t be purely expressed in words but best felt through acts of active expression. The aim is to continue to make Cadbury Dairy Milk Silk an integral part of expressing love for your special ones, through gestures big and small that go above the norm.” Conceptualised by Mondelez India &amp; Ogilvy India, the new heartwarming film shows how a couple deeply in love turns an everyday moment into something truly grand and special. The film opens with a girl stepping out on a sunny street. As she walks, she notices she’s in shade and as she looks up she finds her boyfriend on the terrace holding the umbrella and walking parallel with her while jumping from one terrace to another to protect her from the sun. He then throws her the Silk bar which she grabs and relishes, which seems to be their secret romance. This depiction brings alive the philosophy that words, sometimes are not enough to express what you really feel for each other, and at times it is important to go that extra mile to make each other feel special. <div type="Youtube" id="p7WIeItYmRw" title="Cadbury Silk - #HowFarWillYouGoForLove? ☂️" thumbUrl="https://i.ytimg.com/vi/p7WIeItYmRw/mqdefault.jpg"></div> Ganapathy Balagopalan, Head of Strategic Planning, Ogilvy Mumbai, said “Chocolate and romance have always gone hand in hand, but no Indian brand has truly capitalized on the connection until now. While Cadbury Dairy Milk Silk stories often hinted at a romance, the hero was always the product. It was always about the melty-chocolate. We believe it is time for the brand to evolve from being just a bar of indulgent chocolate to something greater, more desirable - make sharing a Silk, a symbol of romance. It feels like a natural evolution for the brand and will give us a more relevant role in young people’s lives.” Adding to this Zenobia, Pithawalla, Senior Executive Creative Director and Mihir Chanchani, Executive Creative Director, Ogilvy India, “Every great love story starts with a simple question, how far will you go for love? We thought why not make the starting point of all great love stories, the new brand positioning. What followed was the story of a young boy discreetly walking on the roof with an umbrella just to keep his lady love in the shade. To make the moment even sweeter, he shares his Cadbury Dairy Milk Silk with her in a unique way. What we'd like to do is to make every youngster in love, wish somebody created a Silk-like moment for them.” Cadbury Dairy Milk Silk has witnessed an evolutionary growth as a symbol of romance between the youth of the country. Whether it’s celebrating smaller occasions or making grand gestures with a dash of Silk magic, the brand has been inspiring the youth to celebrate intimate romantic moments in everyday life to keep the relationship healthy. The film is a part of a larger integrated marketing mix including TV, on-ground and a high decibel digital/social plan. And since social media is where Gen Z spends most of its time, the film was launched on Instagram with a meticulously planned sequence of activities which led to the reveal of the film. The campaign took the umbrella from the film and made it a symbol of love. With the 'help' of 8 of the top Indian Instagram influencers, who collaborated remotely and passed an umbrella among each other so it could reach the film's protagonist. With this umbrella, he could now go far for love.

Cadbury Dairy Milk Silk's latest ad tells you how to convert everyday moment into something grand and special

<ul><li>Cadbury dropped a new ad last Friday and the internet went gaga over it. The ad went viral immediately and people still haven’t stopped talking about it.</li><li>Mondelez India and <keyword id="531122" type="General" weightage="20" keywordseo="ogilvy-india" source="Orion">Ogilvy India</keyword> gave reimagined one of their popular ads from the ’90s, Cadbury Cricket 1993, and reversed the gender roles to celebrate women athletes.</li><li>And the internet is loving the much-needed plot twist. The giant has reversed the advertisement and this time, a man performs a candid, adorable celebratory dance to cheer his friend/partner.</li><li>We speak to experts to find out why a recreated ad has worked so well and how does it reflect on changing gender narratives in the advertising and marketing industry.</li></ul>I remember watching Cadbury’s iconic Stadium ad in the 90s. It was so liberating to see a woman dance in front of a packed stadium, unabashedly. It is 2021 and we women are still told how to speak, sit and talk and in the 90s, when women barely had any good, non-domestic leading roles in ads, Ogilvy and Mondelez’s ad was revolutionary. She forgets all these filters that are ingrained in our minds and just takes to the stadium to celebrate her friend’s victory, completely carefree. She was breaking the barriers metaphorically to simply express her joy and be herself. It was way ahead of its time. When I first got to know that the old Cadbury Cricket ad has been recreated, I was a little scared, to be honest. It is too iconic to be messed with (watch any Bollywood songs from the 90s which have been recreated recently, the result is disastrous). But again, it is Ogilvy and Cadbury. If someone can recreate an old ad without losing its magic, it is them. I opened the link to the ad and my worries melted away in a second, as a Dairy Milk Silk bar does on a hot day. I felt like a 10-year-old again and at the same time, I was extremely delighted to see a woman cricketer. <div type="Article" hostid="261" msid="86284608" title="Cadbury Dairy Milk recreates its iconic stadium advertisement, with a wonderful twist" mstype="2" mssubtype="0"></div> This is the contemporary take that was long overdue. The film, conceptualized by Ogilvy India, for Mondelez India, shows a young woman cricketer scoring a winning boundary and her male friend running towards the field dancing with unabashed glee, celebrating her smashing performance, as the crowd cheers on. As he passes by the security team and the woman blushes, I had a huge smile on my face and goosebumps. This ad is definitely staying with me for a long, long time. The film ends with the powerful message of #GoodLuckGirls in recognition of today’s equal world where more women are breaking barriers and pursuing their dreams. And it is not just me. It has become a huge hit online and both millennials and GenZ haven’t stopped talking about it yet. Ogilvy India has beautifully retained the commercial’s soul by using the same background score by <keyword id="4457" type="General" weightage="20" keywordseo="shankar-mahadevan" source="Orion">Shankar Mahadevan</keyword> ‘Asli Swad Zindagi ka’ and keeping the dance unchoreographed. Internet users are, ergo, gushing about its nostalgia value and talking about how they have connected strongly with the ad like they did 28 years ago. Here are a few examples of how they reacted: <div type="twitter" handle="tahira_k" handlename="Tahira Kashyap Khurrana" image="http://pbs.twimg.com/profile_images/1313053660285345792/Fj8Kk_uF_normal.jpg" favoritecount="38" retweetcount="4" status="Love this🌈 https://t.co/8kukAes3ON" createdat="1631860372000" id="1438752798603046915"></div> <div type="twitter" handle="Rajyasree" handlename="Brown Sahiba" image="http://pbs.twimg.com/profile_images/1280013725617930240/lOqSTrkm_normal.jpg" favoritecount="3" retweetcount="1" status="The new Cadbury's dairy milk ad manages to be nostalgic and modern. Clever idea. Reinvent the wheel, but only sligh… https://t.co/WvP7KzddwR" createdat="1631854063000" id="1438726335984070656"></div> <div type="twitter" handle="beastoftraal" handlename="Karthik 🇮🇳" image="http://pbs.twimg.com/profile_images/1140493276316745734/WH-6N17h_normal.jpg" favoritecount="17137" retweetcount="4271" status="Oh wow!! Take a bow, Cadbury Dairy Milk and Ogilvy :) A simple, obvious twist that was long overdue, and staring ri… https://t.co/8rWdYMxf3L" createdat="1631853973000" id="1438725960354779143"></div> <div type="twitter" handle="bathamania" handlename="Vbatham" image="http://pbs.twimg.com/profile_images/1269631899523301381/0AQFq1lF_normal.jpg" favoritecount="0" retweetcount="0" status="@beastoftraal bang on. Brilliant gender reversal of the iconic Cadburys adv...instant reminder of my adolescent years" createdat="1631866588000" id="1438778870723796994"></div> Team Ogilvy was scared and excited to recreate this ad but they trusted the idea and stood up to the challenge. “It needed a brave client back in 1993 to go ahead with the original Cadbury Cricket film that became so popular. It needed an even braver client to attempt something with an iconic film and make magic out of it. I am delighted that the team at Mondelez India and at Ogilvy India has done this magic, made it relevant, exciting, and so Cadbury, in its bold and front foot fashion,” said <keyword id="6375200" type="General" weightage="20" keywordseo="piyush-pandey" source="Orion">Piyush Pandey</keyword>, Chairman of Global Creative &amp; Executive Chairman, India. Sukesh Nayak, Harshad Rajadhyaksha and Kainaz Karmakar, Chief Creative Officers, Ogilvy India said, “To recreate such a big hit is like setting yourself up for a million opinions. The only reason we went ahead was it felt right, and it felt awesome. We loved the idea from our gut. Luckily, so did the client.” We reached out to senior creative folks from the advertising industry to find out their opinion on this remake. Here’s what they had to say: <cmsannotation type="cmsannotation" annotationid="Russell Barrett, CCO &amp; CEO, BBH India and Publicis Worldwide India:" text="Russell Barrett, CCO &amp; CEO, BBH India and Publicis Worldwide India:">Russell Barrett, CCO &amp; CEO, BBH India and Publicis Worldwide India:</cmsannotation> Firstly, let me start by saying that the original Cadbury’s ad was not just a lovely ad for its time, but the sheer infectious joy that ad captured ensured it also travelled well. Even through time. It was at that time already an ad that promoted a strong, confident female narrative. But remaking an old classic does not immediately guarantee that the remake will be successful. Many ads have been remade over the years and have not managed to gain this kind of traction. The ads detractors (yes, there are a few) feel it has been opportunistic, however, I believe that it has made a culturally relevant point at a time where we are seeing the emergence of a strong social narrative. Timing is eventually everything and the timing of this ad couldn’t have been better than today. Especially after the brilliant showing of our female athletes in Tokyo and of course at the onset of the women’s teams tour of Australia. <cmsannotation type="cmsannotation" annotationid="Rahul Mathew, Chief Creative Officer, DDB Mudra Group:" text="Rahul Mathew, Chief Creative Officer, DDB Mudra Group:">Rahul Mathew, Chief Creative Officer, DDB Mudra Group:</cmsannotation> Advertising’s relationship with the Cadbury girl goes way beyond the brand itself. We’ve shamelessly borrowed her for countless manifestoes, avs, references and moodboards to represent carefreeness or unbridled joy. Because in that inimitable jig, all of us saw a bold girl who crossed more than just the boundary rope. Today, that same jig has been used to salute our bold girls in blue. I’ve always believed that the true power of advertising lies in being able to have conversations with society. The girl did it then and the boy is doing it now. <cmsannotation type="cmsannotation" annotationid="Mukund Olety- Chief Creative Officer, VMLY&amp;R India:" text="Mukund Olety- Chief Creative Officer, VMLY&amp;R India:">Mukund Olety- Chief Creative Officer, VMLY&amp;R India:</cmsannotation> The original was the reason behind a lot of people joining advertising. It truly defined a generation. What an iconic it was! And to recreate this classic required some guts, conviction and brave clients. And thank God for that. Hitting straight out of the park, this recreated classic turns gender roles over its head and defines the new generation. As a standalone, it’s a lively ad with a clear message. It’s charming and memorable. Add a sprinkle of nostalgia for goosebumps. I really hope the ad industry does not jump on to the remaking bandwagon. Like Bollywood. The first couple of times, it’s fun but when you overdo it, it gets to you. The changing narrative around gender reflects the changing society and mindset. And I am glad more and more brands are saying the right things, even in their mainstream communication and not just as a one-off or an awards piece. <cmsannotation type="cmsannotation" annotationid="Ramanuj Shastry, Director and Co-founder, Infectious Advertising:" text="Ramanuj Shastry, Director and Co-founder, Infectious Advertising:">Ramanuj Shastry, Director and Co-founder, Infectious Advertising:</cmsannotation> Nostalgia is a powerful feeling and the new Cadbury’s Dairy Milk ad inspires that among the 45+ crowd who watched the original some 27 years back. Refreshing the ad by flipping the genders of the protagonists is a smart move. The ad confirms to the changing gender stereotypes in the A&amp;M Industry.

Here’s what experts have to say about Cadbury Dairy Milk’s latest ad that has taken the internet by storm

<ul><li>In a difficult year, <keyword id="5968693" type="LOCATION" weightage="20" keywordseo="wavemaker-india">Wavemaker India</keyword>'s performance, according to its CEO, <keyword id="4337750" type="PERSON" weightage="20" keywordseo="ajay-gupte">Ajay Gupte</keyword> has been A+, and understandably so. In a year when many agencies are struggling, <keyword id="3313068" type="PERSON" weightage="20" keywordseo="Wavemaker">Wavemaker</keyword> India has won new businesses worth Rs 700 crore.</li><li>In a conversation with Ad &amp; Media Insider, Gupte discusses the year almost gone by and also looks back at the last 3 years, on the agency's 3rd anniversary.</li></ul>The year 2020 has been a difficult year for not just the advertising industry but the world in general. A recent report by KPMG stated that India’s media and entertainment (M&amp;E) sector will take till 2022 to recover from its current levels. However, there are a few organizations and agencies that took the challenge head on. They innovated, acted with agility and made the most of an otherwise challenging year. It’s been 3 years since GroupM merged its agencies MEC and Maxus into Wavemaker. Since its inception, Wavemaker has been able to win an enviable roster of clients that include <keyword id="6398864" type="PERSON" weightage="20" keywordseo="Mondelez">Mondelez</keyword>, Vi and Mother Dairy, among many others. Moreover, the agency also clocked in new businesses worth Rs 700 crore. Some of the newly won accounts included Sun Pharma, Chumbak, <keyword id="10247458" type="COMPANY" weightage="20" keywordseo="religare-healthcare-insurance">Religare Healthcare Insurance</keyword> (now Care Health Insurance), Lido learning, Glance and Supr Daily. On the agency’s 3rd anniversary, we caught up with Ajay Gupte, CEO – South Asia, Wavemaker who took over the reins after Kartik Sharma moved on from the agency early this year. It’s been an eventful year for both him and the agency and he walks us through all that happened at Wavemaker and how the agency managed to win Rs 700 crore worth of new business in such a tumultuous year. Excerpts: Q) Let's look back at what has been a very difficult year for the world in general. How has Wavemaker fared during this adverse year? Yes, it has been a very difficult year for all of us. The year has been tough on business and on our people. No one has ever experienced being in such a lockdown before, so everyone is trying to grapple with this phenomenon in the best way possible. We’ve made concentrated efforts to take advantage of adversity to accelerate on the journey to achieve our ambitions. In many ways, Covid-19 has brought the future closer. The consumer journey has been altered. Digital plays a much more integral role from brand discovery to purchase. This has enabled us to bring into play the investments we have made in better understanding the consumer journey, in delivering meaningful engagement with the consumer and in effecting purchase. I am hugely proud of the team for showcasing great agility and acclimatizing to the changes. The year wouldn’t have been easy without the support and trust shown by our clients and partners. Despite being such a tough year, Wavemaker India has managed to clock in new business worth Rs 700+ crore. What more could we ask for! Q) You took the reins as the CEO of the agency in one of the most challenging years in recent times. What were your key focus areas and your strategies that helped minimize the impact of the pandemic on the agency's numbers? I do like to look at things positively. Looking back at the year, I think I’ve achieved what I couldn’t otherwise achieve in the normal scheme of life. I was able to meet a large number of our clients (although virtually) within these 6 months. It would have otherwise taken me more than a year to meet our entire client roster. I’ve regularly interacted with our team across the country, which would have been otherwise very difficult, had we to do this in person. So I would say we have been able to make the most of what was dished out to us. As Wavemaker, we believe in investing in capabilities to build tools which will help us and our clients grow. Automation, analytics, data &amp; technology, digital are some of the key areas where we have been investing continuously. These investments have proven effective as 2020 has altered the consumer journey to a large extent. However, we were able to navigate through these changes and offer appropriate solutions to clients to engage with the consumer along their purchase journey. The work we have done in this year has helped us add that much more value to our clients, thereby strengthening our relationship with them. Q) There has been a lot of movement when it comes to the leadership team in Wavemaker. Kishan Kumar MS, Premjeet Sodhi, <keyword id="2932055" type="PERSON" weightage="20" keywordseo="Vishal-Jacob">Vishal Jacob</keyword> and Mac Machiach have taken over key roles. What are your expectations from this power-packed team? You have rightly termed the team as power-packed and I’m quite fortunate to have such a great team. A highly experienced leadership team is the biggest asset of any agency and I am glad we have the best minds leading Wavemaker. The mandate given and expectations are very clear – keep, growing by positively provoking ourselves, our clients and our partners. Investing in the right talent, nurturing the existing talent along with providing cutting edge solutions to our clients to help them grow is the focal point of our business and offerings. The team needs to keep this at the essence of everything they do. Q) Wavemaker completed 3 years. What have some of the agency's biggest milestones been so far? We have had many milestones in this last 3 years. Right from winning Agency of the year in 2018 at Emvies and winning client of the year for Vodafone for 2 consecutive years in 2017 and 2018 at EMVIEs have been one of the most memorable moments for us. We also launched the Content Effectiveness lab with Ogilvy, launched the first-ever influencer marketing offering ‘Thrive’. We created some great analytical tools like Athena, the budget optimizer tool created by our analytics team for L’Oréal which has been highly appreciated by the client and our global teams. Q) Give us a report card for Wavemaker in 2020. How would you rate your performance so far, in terms of new account wins, the quality of work and overall performance? If I have to rate the performance of Wavemaker in 2020, I would rate it A+. We have brought our capabilities in data, analytics, content and Technology to the fore by doing some fantastic work for our clients. Very happy with the way the teams have been able to rally together for our clients bringing in learnings from all over the world and using our tools with insights and recommendations to support our clients in this time. Additionally, winning new business worth Rs 700+ crore in an exceptionally tough year like this has been a phenomenal performance. We’ve bagged new accounts like Sun Pharma, Chumbak, Religare Healthcare Insurance (now Care Health Insurance), Lido learning, Glance, Supr Daily and many more. We have also won the e-commerce mandate for Mondelez. Additionally we’re hoping to hear some more positive news in the last 2 months of 2020. I couldn’t have asked for anything more than this in a year when the world is grappling with challenges and trying to keep business sentiments high. Q) Tell us about some of the work done this year so far that you are proud of. We have been extremely proud of the work we have rolled out in this year. Creating engaging content campaigns for our clients was one of the highlights and we have done it exceptionally well. Some of our noteworthy campaigns are ‘Maa ka Haath Ka Khana’ with the famous stand-up comedian <keyword id="10247459" type="PERSON" weightage="20" keywordseo="zaakir-khan">Zaakir Khan</keyword> for Mother Dairy, Thank You campaign for <keyword id="570619" type="PERSON" weightage="20" keywordseo="Cadbury-Dairy-Milk">Cadbury Dairy Milk</keyword> Silk, Myntra Fashion Super star, Iss Saal Har Ghar Pandal for Gemini Oil to the latest <keyword id="6399124" type="COMPANY" weightage="20" keywordseo="cadbury">Cadbury</keyword> Celebrations to help the local businesses which suffered during the pandemic. Also we are hugely proud of the amazing work done for the launch of Vi! All these great pieces of work have been pulled off successfully while the teams were working remotely. Q) In today's environment, what does it take to become an agency of the future? In today’s VUCA world, it’s difficult to always predict the future but we can prepare for it. 2020 has been a real test of agility and collaboration. Investing in data and technology to deliver effective solutions with the consumer at the centre is key. Also absolutely essential is the investment in automation to ensure that the basics of implementation and reporting are efficient and error-free, allowing talent to focus on brand requirements. Q) The lockdown also led to some great innovations. How have you as an agency innovated in the past 7 months to ensure you have an edge? Our digital and tech teams have been constantly working on devising newer modules for clients that will help them connect better with their consumers. The initial phase of the lockdown got us all thinking and reassessing our business plans and we have sharpened our capabilities in data and analytics and technology. We have implemented several path-breaking innovations for our clients too. One such innovative product we launched for one of our clients was an online platform to allow the client to train and equip their on-ground support team across the country. The product was developed within 10 days and implemented by the client at a lightning speed as that was the need of the hour. Q) As we inch towards 2021, what will your key focus areas be as a leader? Our focus will always be on our clients, our people and our product. We will remain<a name="_GoBack"></a> to build on our capabilities while we will continue to positively provoke ourselves, our clients and our partners. Upskilling our capabilities and training our talent will be a high focus area. We will continue to invest and enhance our capabilities in e-commerce, content, data, analytics, technology and measurement. In early 2020, we announced Positive Provocation as our proposition and backed it with our Operating system which consists of three major aspects – Unlock, Transform and Maximise. We will ensure every Wavemaker is equipped to Positively Provoke our clients to maximise growth.

I would rate Wavemaker's performance in 2020 A+: Ajay Gupte, CEO – South Asia, Wavemaker

Let’s face it- all of us have wondered at some point in our lives how wonderful it would be to work at a company that makes <a href="http://www.businessinsider.in/searchresult.cms?query=chocolate&amp;sortorder=effectivedate">chocolate</a>. I mean, think about it, all you’d be doing is working towards giving the world and its inhabitants more chocolate and hopefully in the process, munch on some yourself too. 
 
But, enough with the wondering- On the occasion of <a href="http://www.businessinsider.in/searchresult.cms?query=world+chocolate+day&amp;sortorder=effectivedate">World Chocolate Day</a> (yes, it’s today) Business Insider decided to find out for once and all how it actually is to work at a chocolate company. 
 
Figuring out which chocolate company to seek answers from wasn’t difficult either. We just thought of our favourite chocolates and memories associated with them while growing up and we just knew which company we were looking for. 
 
Whether it’s <a href="http://www.businessinsider.in/searchresult.cms?query=cadbury+diary+milk&amp;sortorder=effectivedate">Cadbury Dairy Milk</a> that is reminiscent of your childhood memories with its Kuchh Khaas Hai, Kuch Meetha Ho Jaaye campaigns or the <a href="http://www.businessinsider.in/searchresult.cms?query=cadbury&amp;sortorder=effectivedate">Cadbury</a> Celebrations pack which continues to brighten your festive occasions or the indulgent dark chocolate, <a href="http://www.businessinsider.in/searchresult.cms?query=bournville&amp;sortorder=effectivedate">Cadbury Bournville</a> or 5-star, the small pack of goodness, the company behind them all- <a href="http://www.businessinsider.in/searchresult.cms?query=mondelez+india&amp;sortorder=effectivedate">Mondelez India</a> has been spreading delicious moments of joy in our lives for more than six decades. 
 As I take a bite of my <keyword id="6399124" type="CITY" weightage="100" keywordseo="Cadbury">Cadbury</keyword> Bournville, I shudder to think what our lives would have been had Mondelez not existed; which is why we decided to find out how it would have been to be an employee at <keyword id="2200852" type="COMPANY" weightage="100" keywordseo="Mondelez-India">Mondelez India</keyword>. 
 
And as I soon find out, Mondelez India is committed to make the lives of their employees as sweet as their products. 
 
Employees Are Kings: 
 
To start with, the company is of the belief that the career paths of an employee should be in his hands and not the company’s. Keeping that in mind, they’ve started a unique platform called Growing @ Mondelez that runs every 6 months and exposes employees to experience sets where they can feed in their target roles and see the multiple routes (roles, rotations or projects) that have to be undertaken to achieve that desired role. 
 
Hence, just like custom made snacks, Mondelez employees can custom make and shape their own careers based on their passions. 
Additionally, the company’s talent mobility program has helped the company learn about their employees’ exposure in varied markets and role better. As a result of this, today there are innumerable examples of Mondelez India colleagues who are now placed in Global and Regional roles. 
 
 
 One such instance is <keyword id="1337106" type="PERSON" weightage="100" keywordseo="Nikhil-Rao">Nikhil Rao</keyword>, who is currently the Global Brand Equity Director, Cadbury Diary Milk. Rao had joined Mondelez India in 1999 and held various roles in Sales &amp; Marketing. He also has had significant achievements including the launch of <keyword id="570619" type="UNKNOWN" weightage="100" keywordseo="Cadbury-Dairy-Milk">Cadbury Dairy Milk</keyword> Silk, Cadbury Bournville and leading campaigns such as Cadbury Dairy Milk – Shubh Aarambh and Cadbury 5 Star – Ramesh &amp; Suresh. 
 
“I look back at my stint in India, as a great training ground- experiences that have shaped my learnings and enabled my growth into the global role I handle today ,” said Rao when we asked him about Mondelez India’s work-culture. 
 
Cool Office: 
 
 
 
It also helps that Mondelez India also has a pretty cool office. The energy of the brand is reverberated even from the office walls, which are covered with quirky branding of its products. 
 
Diversity Matters: 
 Then there’s the fact that the company has ensured that diversity is at the heart of its business. All it policies ensure a level playing field for both men and women. Infact, Mondelez India is one of the first <keyword id="22917" type="CITY" weightage="100" keywordseo="Companies">companies</keyword> to have voluntarily adopted a gender diversity policy six decades back. 
 
This is evident from their new parent’s policy which entitles women employees to take up to 6 month maternity leave with 15 months of flexi-work timings and male colleagues to avail 10 days paternity leave with 12 months of flexi-work timings. The best part is that this policy also formally covers even alternative forms of parenthood like adoption, surrogacy and provides 6 months paid leave to single parents. 
 
Chocolate Taster: 
 
And, we haven’t even come to the best part of working for this company. As we found out, at Mondelez, it is not just regular corporate work; they have some unique designations like a chocolate taster. Eating chocolate for a living is probably the sweetest way to earn a paycheck, wouldn’t you agree? 
 
Opportunities galore: 
 
 
 
 
From the looks of it, the aim of Mondelez India is to create a future ready organisation while being strongly rooted in its legacy. The company believes in facilitating development opportunities that enable its employees to become global leaders of tomorrow. 
 Take for example, their iTaste program (includes various functions like HR, Manufacturing, Sales &amp; Marketing etc.) at the entry level creates a signature experience for recruits to help fast-track their careers. A number of people in its leadership team and extended leadership team are iTasters. One among them is <keyword id="3025811" type="UNKNOWN" weightage="100" keywordseo="Chella-Pandyan">Chella Pandyan</keyword> from the Country Leadership Team at Mondelez, who rose from the position of an iTaster to a role today where he heads the Biscuits category as Associate Director, Marketing, Biscuits India and Kids Fuel AP. 
 
Woah. This is one beautiful place to work at. We'd give up our jobs in a heartbeat for Mondelez India.

On World Chocolate Day, we find out how it is like
to work at Mondelez India

<ul><li>Mondelez’s Oreo made its entry in India in 2011 and since then, it has become one of India’s most loved premium biscuit brands.</li><li>To further increase its shelf space and strengthen its play in the country, Mondelez is bringing the globally loved variant, ‘<keyword id="13037789" type="General" weightage="80" keywordseo="oreo-double-stuf" source="Orion">Oreo Double Stuf</keyword>’ to India.</li><li>We speak to <keyword id="13037791" type="General" weightage="20" keywordseo="sunainika-singh" source="Orion">Sunainika Singh</keyword>, Category Head – Biscuits &amp; Bakes, <keyword id="2200852" type="General" weightage="20" keywordseo="mondelez-india" source="Orion">Mondelez India</keyword> on the latest innovation, the idea behind the interactive marketing campaign, Oreo’s journey in the country since its launch and Mondelez’s overall play in the biscuit category.</li></ul>For some consumers, one layer of Oreo Crème just doesn’t cut the deal. To satisfy these consumers and their sweet tooth, the brand is rolling out its globally loved variant ‘<keyword id="13037790" type="General" weightage="80" keywordseo="oreo-double" source="Orion">Oreo Double</keyword> Stuf’ in India with nearly double the amount of creme filling. The brand is also extending its global campaign ‘Oreo Lick Race’ challenge, which was taken up by even Former US President Donald Trump, to India on social media platforms. Participants are encouraged to twist the Oreo biscuit and lick off the crème filling, before showing it to their opponent, dunk the biscuit, eat the Oreo and drink all the milk. The first one to finish the ritual, wins. “Oreo Double Stuf is really a lot more Crème and what it does is it gives us a lot more experience than just it being another variant differential experience. Globally, Oreo Double Stuf is a great strategic base for us. It's number two in the UK and the US. We actually consider Oreo Double Stuf to add incrementality to the Oreo base itself; adding more households and more occasions,” said Sunainika Singh, Category Head – Biscuits &amp; Bakes, Mondelez India. Mondelez India has been actively trying to expand Oreo’s presence in the country with its variants including Cadbury Dairy Milk Silk Oreo, Oreo Cadbury Dipped, etc. With its latest variant, Oreo is also targeting India’s growing appetite for ready-to-eat, snacking products, especially after consumers are increasingly spending more time in their homes due to the pandemic. Oreo Double Stuf’s packaging and price point will be different from its other variants. Its red colour stands out on a shelf, giving it a premium look. Oreo singles are available for Rs 10 and Rs 30 and Oreo Double Stuf is priced at Rs 20 and Rs 40. <div type="image" title="Rs.20 pack_ front" msid="89141960" hostid="261"></div> <div type="image" title="Rs.20 pack _back" msid="89141962" hostid="261"></div> Telling us why the price point differs, Singh explained, “It gives us a great breakthrough into new price points, which should help us open up to new occasions, new consumers and better household penetration. We've done some consumer work around it and the consumer finds it very differentiated from Oreo. So we're looking to increase the depth as well amongst existing Oreo households through Oreo Double Stuf.” Oreo’s primary target market for this variant is families with kids as it is hoping to give them an opportunity to spend more time together and make the much-loved ‘Twist Lick Dunk’ a ritual. And to gain new consumers and spread the word, Oreo is going all digital. Sharing the media strategy behind the campaign, Singh said, “We're going to go with an all-out digital marketing campaign. Oreo Double Stuf will be available across all channels from traditional trade and modern trade and we're also doing a lot of partnerships with the ecom team. We are tying up with Instagram Reels and YouTube shorts. We're also looking at partnerships with platforms like MOJ, and also some collaborations that allow us some gamification. So we are going wherever the consumer is to excite them about this new product.” The brand made its entry in India in 2011 and since then, it has become one of India’s most loved biscuit brands. According to Tofler, Mondelez India’s revenues for financial year 2020-21 were up 10% to ₹8,038 crore and the company claims to be a market leader in the chocolate category in India with over 65% of the market share (as per Nielsen), with Cadbury Dairy Milk alone commanding a market share of over 40%. And for its biscuit brand Oreo, India is its third largest market after the US and China. Today, it is not only a biscuit in India, it has become a ‘flavour’ that you find in every Juice and Shake Center in our country. As the brand launched new variants, its brand image and communication also changed over the years. We asked Singh about Oreo’s secret sauce when it comes to India. Telling us what has worked for the brand, she shared, “For us, number one is listening to the consumer, being where the consumer is and looking at how the consumer is evolving. Again, COVID has taught us a lot. How are the parents-kids relationships changing -- that's something that's core to Oreo. The second, of course, is media, and where does a consumer reside today and how do we interact with the consumer across various digital platforms that are available beyond television, to really make them engage with Oreo beyond just being a product to consume and the thirdly, being available across the right price points in the right channels is absolutely pivotal to our growth.” Singh added that with the launch of the new variant, Oreo is hoping to cement itself into the entire portfolio instead of staying at a variant level and help drive strong growth for the brand.

Mondelez eyes a bigger bite in the premium biscuit market as it launches a new variant, Oreo Double Stuf in India

<ul><li>Like humans, do brands also straddle between Mrityu and <keyword id="12853" type="General" weightage="20" keywordseo="moksha" source="Orion">Moksha</keyword>? Find out in this 2 part article series by <keyword id="9324569" type="General" weightage="20" keywordseo="shashwat-das" source="Orion">Shashwat Das</keyword>, Founder, <keyword id="7465777" type="General" weightage="20" keywordseo="almond-branding" source="Orion">Almond Branding</keyword>.</li><li>In the second part of his column, he shares how brands can resurrect themselves.</li></ul>Before fighting the real battle at Kurukshetra, Arjun had to fight another battle that was raging in his mind. Thankfully, he had Lord Krishna on his side to help him win that battle. This is how the Bhagvad Gita was born. But when I read the Gita, the preaching of Chapter 2 left two crucial questions in my mind: <ol><li><a href="https://www.businessinsider.in/advertising/brands/article/why-do-brands-die/articleshow/87309993.cms" data-type="tilCustomLink">Why do brands die and</a></li><li>How can brands become immortality or achieve Moksha?</li></ol>After much search and interactions with experts, I did find the answer to the first question, but the answer for the second one had still eluded me! So I continued my quest for the second question the same way as I did for the first one and was fortunate to get an answer for this question too! Here is a curated list of ‘Dos” that might help brands to attain Moksha. <ol><li>Become a part of your customers life</li></ol>Breaking things is quite common in our homes, especially if you have kids around. One of the most common things in every Indian household is a small tube of FeviKwik. It comes in handy when you have to stick something. Besides its innovative packaging, FeviKwik is appreciated for its fast action and usability over multiple surfaces. This versatility makes the brand irreplaceable. Can you name three alternatives to Fevikwik? Never mind, because even I can’t! FeviKwik has moved beyond being a simple product to becoming an integral part of everyday life. 2. Become a fable Amul butter was launched way back in the year 1955. Since then, Amul has become synonymous with butter in India. You go to any restaurant and order for a Pav-Bhaji. Chances are that the waiter would ask you “With Amul butter or with ordinary butter?” The brand Amul butter has achieved such a status that not only does it create product differentiation but can even get you a premium over ordinary butter! Brands should strive to reach that stage where the user feels that the brand adds real tangible value. Since its launch, Amul butter is probably witnessing the third generation of grocery decision makers, but even today, no grocery list is complete without it. With such a strong fan-following, Amul butter has truly achieved brand Moksha! 3. Keep innovating There was a time when chocolate was considered as kid’s product. This not only restricted the market size but also consumption opportunities too! But Cadbury’s challenged this belief and innovated itself in two ways. First, it broke the myth that chocolate is meant for kids alone by positioning it as the ‘real taste of life’. This broke the age barrier. Second, it created new avenues for consumption by saying “kuch meetha ho jaye”. This multiplied the consumption avenues for Cadburys. Today, Cadbury’s is not only relished by the entire family but is also competing against traditional Mithai’s when it comes to gifting. Cadbury’s did not discover chocolate, but it innovated the occasions when chocolate can be consumed and widened the customer age group. It even introduced a lot of product innovations too. Bournville, Silk, Choclairs, Gems, and the list goes on. Infact, today Cadbury’s has reached such a stage where no matter what the age-group or the occasion, there is always a chocolate for you! So as long as you are allowed to eat chocolate (from the health perspective) or if you are celebrating an occasion, Cadbury’s will always top your wish list! 4. Extend your brand, but don’t dilute your identity India first started using Dettol as the main component of their first-aid kit. For many years Dettol was the only anti-septic liquid known to Indians. Sensing stagnation, Dettol decided to spread itself to other categories. But while doing so, it took care of not diluting its anti-septic identity. It first became an anti-septic soap, then a hand-wash, a floor-cleaner and now it is a general disinfectant that can be added to water to be used over any surface! Everything about Dettol is new, but its identity as an anti-septic has remained unchanged. Infact it has become stronger with every product category added. Now with multi-category presence and a stronger identity than ever, Dettol is on its way to Moksha! 5. Freshen up the message but don’t forget the messenger There was a time in India when you just had two means of communication – Mass Media (TV, print &amp; outdoor) and Point-of-Sale. But today, newer and more powerful options like digital media have emerged. Most brands focus on getting their digital inputs (SEO, Social Media presence etc.) right and ignore the fact that even media channels have their own important place in the process of communication. While their messages keep evolving with changing customer sensibilities, most brands still fail to unleash the full potential of the emerging new media channels. The belief that appealing message will work wonders was OK till the choice of media channels, the messenger, was limited. But the moment new messengers were added, new brands emerged out of nowhere and today are appealing the might of older established brands. Every messenger (channel) has its own requirement, e.g. Twitter takes just 280 characters, whereas YouTube can take a video of much longer length than conventional TV commercial. The better brands use these channels, the better connect thy can create with their customers thus going a step closer to Moksha. 6. Keep appealing to your customer’s eye There was a time when the world’s largest selling biscuit, Parle-G, sported a butter packaging and an infant on its pack. This visual identity has become so deeply entrenched with Indian consumers that most ‘me-too’ biscuit brands that were launched in the country sported a kid on their wrappers. Realising this shortcoming and to remain relevant to the times, Parle-G shifted to a plastic sheet wrapper and even replaced the kid with a caricature. However, apart from these two changes, the visual identity of Parle-G has remained unchanged by &amp; large. But, not changing with times is a liberty only legacy brands can afford! Today, remaining relevant to the sensibilities of the customers is a must for every brand. With evolving customer behaviour and thinking, brands too have to change. Earlier you could see the salt inside Tata Salt, today you don’t. Earlier Nirma was a simple semi-transparent pillow pack, but today it is a lot more colourful. Even some of the biscuit brands of Britannia keep on evolving their visual identity in order to remain relevant to the customer’s sensibilities. While the biscuit inside remains the same, the outer visual identity of the brand keeps evolving! 7. Be an active contributor to the society Besides helping you with your everyday life, brands aspire to emulate your personality. Eventually, brands want to become you. They want to appeal to your “Do-Good” spirit as they know that this is one hidden facet of your personality. For instance, a brand like the house of Tata spends a lot of resources, monetary or otherwise, on social activities which may not give it a direct benefit. But people remember and appreciate such philanthropic efforts made by brands that not only make their lives easier, but also that of the society at large too. They even show their appreciation by endorsing such brands. Even P&amp;G brands like Ariel make such attempts to give back to the society. Brands that think beyond achieving their own sales targets are not only remembered and consumed by the current generation, but are also appreciated by the next ones. If a brand was a person, normally it would die a natural death after some years of existence. But unlike us humans, brands don’t have a physical form and hence can theoretically become immortal. There are ways and means of achieving immortality or Moksha. The association of colour Red with danger is immortal and so is that of White with Peace. A smiling face always puts you at ease over a frowning one. Or, lullabies are always sung before going to sleep instead of rock &amp; roll! These things have achieved Moksha. So, if you want your brand to achieve Moksha then better start working right now as it might be too late tomorrow! <div type="Article" hostid="261" msid="87309993" title="Why do brands die?" mstype="2" mssubtype="0"></div>

How can brands achieve moksha?

<ul><li>2019 was a good year for advertising in the mobile space. </li><li>From Idea collaborating with Mallika Dua and creating an AR based campaign, to Flipkart using VR to leverage Amitabh Bachchan's brand presence, the year saw brands investing heavily on the mobile and interactive ads.</li><li>As it expands further this year, <keyword id="4747401" type="PERSON" weightage="20" keywordseo="mCanvas">mCanvas</keyword> Ads compiled a list of the top 10 interactive ads from 2019 that have set precedent for the industry. </li></ul>2019 – the year when brands stopped at nothing to engage users through creative storytelling. From prompting them to jump, blink, tilt and experience the ad in augmented and virtual reality, we’ve seen it all. Of the hundreds of campaigns we executed this year, here are the top 10 interactive mobile ads of 2019, as compiled by mCanvas: 1. Idea 4G - #IndiaKaLiveNetwork | Video Chat Bot One of the biggest milestones in 2019 was the creation of a campaign that featured a first-of-its-kind Artificial Intelligence (AI) – led, interactive video chat bot for Idea 4G. Using AI and Machine Learning, the ad campaign enabled users to speak to Idea’s brand ambassador and comedian, Mallika Dua, who advised them against wrongful behaviour. 2. Mercedes–Benz GLC | Voice Recognition Technolog Premium car manufacturer, Mercedes–Benz, wanted to promote its most novel feature of the car – the Mercedes-Benz User Experience or MBUX, a smart multimedia system and in-car voice activated assistant. Using speech recognition technology, the rich-media ad encouraged users to actively participate by asking the creative questions, that could also be asked to the MBUX in the car. 3. Flipkart – The Big Billion Days Sale | Virtual Reality In keeping with the cultural traditions strongly upheld in India, Flipkart, the Indian e-commerce giant, promoted its yearly sale – The Big Billion Days Sale through an interactive ad that tied in the auspiciousness of the moon, with the theme ‘Deals Ka Chand’. Utilising virtual reality (VR) and sound recognition technology, the creative prompted users to find the moon to reveal exciting offers from the sale. Further, the ad experience was extended to a microsite, which could also be shared on social platforms, and was directly promoted by Flipkart. 4. ASUS Zenbook Pro Duo | Real-Time Eye-Blink Detection ASUS aimed to promote India’s first dual-screen laptop – the ASUS Zenbook Pro Duo, in a manner that would resonate well with users. In line with the brand’s objective, the innovative mobile campaign used technology of tomorrow, to promote a product of tomorrow – the ASUS Zenbook Pro Duo. Using eye-blink detection technology, the ad prompted users to blink to reveal the product. This experience was a first-of-its-kind in the rich-media industry, creating a user experience like no other. 5. Figaro – Women’s Day | Branded Sharable Selfie Figaro’s campaign to celebrate women’s day was an absolute hit among the audience. The ad encouraged users to take a selfie, enabling them to be the face of the brand. Thereafter, the brand gathered some of these selfies and shared a collage on their social media handles, wishing women a ‘Happy Women’s Day’. The experience was sharable, wherein women could also invite their friends to experience the creative. 6. Godrej Appliances – Go Green | Colour Recognition Technology For World Environment Day, Godrej Appliances launched their ‘Go Green’ initiative with a mobile-led ad to promote their range of eco-friendly air conditioners (ACs). The ad prompted users to scan and select green objects in an augmented reality (AR). Using colour recognition technology, the ad detected these objects and revealed the ACs that not only cool the users, but also efficaciously cools the planet. 7. L'Oréal Professionnel – Parisian Cool | Offline-to-Online Experience L'Oréal’s offline-to-online marketing strategy set it apart from other mobile-based ads we’ve seen this year. To create buzz around its new hair colour trend Parisian Cool, L'Oréal unveiled a campaign that first cued users to scan a unique QR code placed across 3,000 L’Oréal Professionnel salons in the country. Using their mobile phones, users could scan the code, which would direct them to the digital experience. Users were prompted to take a personality quiz on their mobile, based on which a hair colour was suggested. 8. Bajaj Allianz General Insurance | Real-time Weather API &amp; Augmented Reality Bajaj Allianz General Insurance unveiled a highly interactive mobile-led campaign to promote its insurance policies in light of the smog crisis that plagued northern India in late 2019. Using real-time weather API and AR, the ad dynamically showcased the respective city’s name and Air Quality Index, before revealing the insurance cover. This experience in its entirety, elevated the user’s interaction with the ad, providing the brand’s insurance cover as a solution. 9. Cadbury Dairy Milk Silk Hazelnuts | Smarticle Setting interactive ads aside, another aspect of building a strong brand reputation, is through storytelling. With the desire to create awareness about its newest addition to the Silk range – Turkish Hazelnuts, Cadbury, unveiled a storytelling – styled campaign on mobile. Using mCanvas’ proprietary content solution – Smarticle, the campaign encouraged users to scroll down and press and hold on the article to highlight the history of the chocolate as an interactive story. 10. Bira 91 – ICC World Cup | Real-time API Bira 91, one of the most popular beer brands in the country, also unveiled a dynamic ad to promote its six-pack beer during the largest cricketing event in the world - the ICC World Cup. Using real-time API technology, when a super six was scored, the ad dynamically featured the current score, along with an animation of a ball being hit for 6 out of the stadium. Alternatively, when a perfect delivery was made, the ad creative prompted users to tilt their phone forward, to take a wicket. 2019 has been a good year for advertising in the mobile space. And we’re working towards making it bigger and better in 2020!

These top 10 ads from 2019 made the best use of mobile marketing

<ul><li>With <keyword id="6426726" type="PERSON" weightage="20" keywordseo="valentine">Valentine</keyword>’s Day around the corner, it is finally that time of the year when you let your loved ones know just how much they mean to you or look yourself in the mirror and remind yourself that you are totally worth it. </li><li>Whether you are spending your Valentine’s with your partner or at home with your pets and loved ones, Indians brands have got you covered. </li><li>Here are some of the best Valentine’s Day campaigns we came across this year. </li></ul>The season of love is here and it’s all about making it extra special for our loved ones. As confessions of love begin, some find themselves at the start of a beautiful journey with their special someone and some will spend their day with Netflix, order in a burger and gift a bottle of wine to themselves. So, this Valentine’s Day, Indian brands made sure they talk to both kinds of audiences and leave no stone unturned to win them over. However, with the pandemic still in the picture, brands have rethought their Valentine’s Day pitches this year to make it a little more at-home friendly. Social media is also abuzz with campaigns, hacks, and to-do lists on how people can make their loved ones feel special. Here are a few campaigns that we liked, in no particular order: Lay’s <div type="Youtube" id="gSRWXRZSkb4" title="Yeh Waala Yaad Rahega!" thumbUrl="https://i.ytimg.com/vi/gSRWXRZSkb4/mqdefault.jpg"></div> Wakefit <div type="Youtube" id="byVwSe1B8fA" title="The Single Song | Valentine's Day New Song I Piya Milan Band | Home Time" thumbUrl="https://i.ytimg.com/vi/byVwSe1B8fA/mqdefault.jpg"></div> Burger King and Foxymoron <div type="Youtube" id="HPRCq05IscM" title="Burger King | ''#DateTheWhopper&quot; by Sima Taparia" thumbUrl="https://i.ytimg.com/vi/HPRCq05IscM/mqdefault.jpg"></div> Britannia Little Hearts And Wunderman Thompson India <div type="Youtube" id="Ht283gmHwUY" title="Little Hearts: The Gift" thumbUrl="https://i.ytimg.com/vi/Ht283gmHwUY/mqdefault.jpg"></div> Condom Alliance and Tonic Worldwide <div type="Youtube" id="qyk_V8GhZps" title="#KaunDumbHai | #SafeSex | Smart bano Dumb nahi | Condom hai Smart Choice" thumbUrl="https://i.ytimg.com/vi/qyk_V8GhZps/mqdefault.jpg"></div> Cadbury Dairy Milk Silk <div type="Youtube" id="Exuf6GK8JqY" title="Cadbury Silk – Love in Store ❤️" thumbUrl="https://i.ytimg.com/vi/Exuf6GK8JqY/mqdefault.jpg"></div> Dunzo <div type="javascript" title="Instagram" contenttype="Image"><cdata><![CDATA[ ]]></cdata></div> <div type="javascript" title="Instagram" contenttype="Image"><cdata><![CDATA[ ]]></cdata></div> <div type="javascript" title="Instagram" contenttype="Image"><cdata><![CDATA[ ]]></cdata></div> OYO <div type="twitter" handle="oyorooms" handlename="OYO" image="http://pbs.twimg.com/profile_images/1336945719781945344/WyBChLdY_normal.jpg" favoritecount="25" retweetcount="5" status="Relationships are in a long term relationship with #OYO. Just like these two cuties.#YeRishtaHaiKhiska… https://t.co/xWLBtbH6qT" createdat="1612536531000" id="1357702732744806400"></div> Nykaa <div type="Youtube" id="6w---2Xut5M" title="#AddToHeart ft. Shreya Dhanwanthary | Love Story | Valentine's Day Short Film | Nykaa" thumbUrl="https://i.ytimg.com/vi/6w---2Xut5M/mqdefault.jpg"></div>

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