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<ul><li><keyword id="570619" type="General" weightage="20" keywordseo="cadbury-dairy-milk" source="Orion">Cadbury Dairy Milk</keyword> manufacturer <keyword id="2200852" type="General" weightage="20" keywordseo="mondelez-india" source="Orion">Mondelez India</keyword> has unveiled a new experience center called ‘<keyword id="12394027" type="General" weightage="20" keywordseo="the-purple-room" source="Orion">The Purple Room</keyword>’ in Bandra-Kurla Complex, Mumbai.</li><li>It allows consumers to experience the joy of watching their favourite Cadbury chocolates taking shape live in a 3D printer.</li><li><keyword id="1473906" type="General" weightage="20" keywordseo="anil-vishwanathan" source="Orion">Anil Vishwanathan</keyword>, Senior Director, Marketing, Mondelez India walks us through the research and execution process of bringing the whole experiential center together, his goal behind this new milestone and larger vision for the portfolio.</li></ul>Remember the old jingle, "<a href="https://youtu.be/z92njBwG62Y" data-type="tilCustomLink">Kitna mazza aaye re, duniya Dairy Milk bann jaye</a>?" The brand behind this ad, Mondelez India's <keyword id="136808" type="General" weightage="20" keywordseo="cadbury-india" source="Orion">Cadbury India</keyword> is converting this fictional world of being surrounded by chocolates, which was every child's dream, into a reality. It has opened its first-ever experiential center in Bandra-Kurla Complex, Mumbai. Called ‘The Purple Room,’ this experiential center takes consumers inside a chocolaty world, allowing them to experience the joy of watching their favourite Cadbury chocolates taking shape live in a 3D printer. <div type="image" title="Cadbury 3d printer" msid="87283017" hostid="261"></div> Throughout Cadbury’s journey, the brand has tried to offer a different experience to consumers. This time, it aims to take it a notch higher. Telling us why the brand chose to launch an experiential center, Anil Vishwanathan, Senior Director, Marketing, Mondelez India, said, “It's been a constant journey of bringing in new concepts and experiences from a premium standpoint, because that's what the consumer is looking for. Over a period of time, it has also translated into the way we are offering personalised and customised experiences on e-commerce and D2C side. Now, The Purple Room is yet another such initiative in the same context, where we are bringing in new experiences to the country and some of these experiences cannot just be done in the regular retail way. We want to offer novel experiences and we're starting with the whole 3D Chocolate but this is one of many interesting new things to market experiences that we want to bring to consumers.” The pandemic has proven how the value of personal attention may be far greater than we gave it credit. So, Cadbury’s The Purple Room is designed to consistently give customers more reasons to return by offering a personalised experience. It houses the whole Mondelez India range, a few exclusive products that are not available in India and also prints customised chocolates as requested by consumers in front of their eyes. When consumers walk out of The Purple Room, Vishwanathan is optimistic that they will be wowed. Talking about what he thinks consumers will feel once they visit, he said, “Definitely a wow. We don't want to create experiences that they've seen before. So that's what we're aiming for. It's not something that they would have seen, even if they've traveled outside India. It's not so much about exclusive merchandise that's not available in India, but available elsewhere, which I've imported. It's not an imported range. It's also not something that's available in the regular stores. Now, of course, you have consumers who also would want the regular merchandise, so we have the merchandise as well. But really the priority is set of experiences that are not available anywhere and maybe new to the country -- not been commercialized ever, and hence, getting consumers to feel a little bit of a wow and leaving the Experience Center saying `oh, this is what I would expect a Cadbury to be doing.’” Cadbury is relying on word-of-mouth to do its magic and bring in organic footfall. It has also planned a few local activations to spread the word about the new center. The idea of launching this experiential center was born earlier this year in January and it took Cadbury 10 months to bring it all together. The brand also wanted to wait for the market to open up. “We actually wanted to do it even faster and more possibly we could have had the second wave not come out. We were ready to launch faster. The launch date was reflective of when it is a safe situation, firstly, allowed by the authorities to open and then of course, the right time for the consumer also starting to feel okay to step out. Now, they're kind of coming back. The likelihood is that they'll come back with a bang because there's a lot of pent up feeling, ‘oh, I'm cooped up at home and I really want to step out, I really want to go somewhere and watch a movie.’ So as that feeling comes back, we see this as a great time to leverage as the momentum is gonna come back,” said Vishwanathan. But why ‘The Purple Room?’ “In partnership with <keyword id="531122" type="General" weightage="20" keywordseo="ogilvy-india" source="Orion">Ogilvy India</keyword>, we wanted to bring in a very recognizable element of our brand. And then also give a little bit of the premium feel to it. So pick up something which people can recognize, but it still evokes a little bit of a premium feel,” Vishwanathan told Ad and Media Insider. On a larger scale, Cadbury will be focusing on increasing its investments as the markets open up and launch new marketing campaigns around generosity. Sharing his optimism about the future, Vishwanathan said, “I think we have had good growth momentum. As we speak, we seem to have come out of the challenges of the first two waves, and we're positive about the future. In the long term, we do believe that we want to continue to grow the category. So we'll stay invested behind our core brands. We also believe the timing is right for us to bring back some of our innovation that we had pulled back for the last couple of years. So as we enter the new year, you will see some interesting innovations come, you'll see a lot of investment and you will continue to see the kinds of campaigns that we've been putting out around our overall purpose of generosity. And it's not just going to be linked only to chocolate, it's also around biscuits and beverages. You'll see a lot of purpose-driven interesting consumer engagement. You'll see a lot of thrust on ecommerce, you'll see a lot of work happening on digital. Most importantly, you will see us staying invested because we are optimistic about the growth opportunity."

Mondelez India opens its first-ever experience center in India; from custom-made milkshakes to 3D printed chocolates, here’s how it is wooing consumers

<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><keyword id="570619" type="COMPANY" weightage="20" keywordseo="Cadbury-Dairy-Milk">Cadbury Dairy Milk</keyword>, for the past 2 years, has been running several campaigns across the globe around the theme of <keyword id="131597" type="PERSON" weightage="20" keywordseo="Generosity">generosity</keyword>.</li><li>However, 2020 was a year when the whole world needed just a bit more generosity and Cadbury Dairy Milk came up with campaigns and initiatives to not just talk about the philosophy of giving but also do something about it.</li><li>We talk to <keyword id="1825451" type="COMPANY" weightage="20" keywordseo="Anil-Viswanathan">Anil Viswanathan</keyword>, Senior Director, Marketing (Chocolates), Insights and Analytics, <keyword id="2200852" type="PERSON" weightage="20" keywordseo="Mondelez-India">Mondelez India</keyword> who tells us why generosity is at the core of everything the brand does and how it is not only translating into its campaigns but also in the way it functions as an organization.</li></ul>For years, Cadbury Dairy Milk has been associated with joy, sweetness and happiness, the most obvious feelings one would associate with eating chocolates. And that has been the route they have taken in their communications too. Remember its iconic ‘Cricket’ commercial from 1993 that is still a sheer joy to watch? <div type="Youtube" id="e7JATezA1nY" title="Cadbury Dairy Milk and Cricket are back" thumbUrl="https://i.ytimg.com/vi/e7JATezA1nY/mqdefault.jpg"></div> When <keyword id="305900" type="PERSON" weightage="20" keywordseo="John-Cadbury">John Cadbury</keyword>, the founder of the now iconic brand had set up the company in 1824, he firmly believed that chocolates had the power to make the world a better place. The brand’s logo of a glass and a half of milk used to signify that each bar has that amount of milk in it. The brand also believed that a glass and a half signifies generosity and that every person has a glass and a half in them. Over the years, the Cadbury family continued to work towards improving the conditions of society which was both the producer and consumer of the products, and it is this spirit of doing something good for the society that has now become entrenched in the heart of the brand. With this thought of making the world a more generous place, Mondelez International launched a generosity campaign globally. In India, it launched this generosity theme with a heart-warming campaign in 2018 where an elder brother sacrifices his bar of chocolate to make his younger brother happy. It changed its tagline from ‘Kuch Meetha Ho Jaaye’ to ‘Kuch Accha Ho Jaaye, Kuch Meetha Ho Jaaye’. <div type="Youtube" id="HctFehbv8-E" title="Cadbury Dairy Milk - Kuch Achha Ho Jaaye, Kuch Meetha Ho Jaaye" thumbUrl="https://i.ytimg.com/vi/HctFehbv8-E/mqdefault.jpg"></div> It also kickstarted its journey of doing something more than just talking about generosity by partnering with Jio for its ‘The Wrapper That Gives’ initiative. The idea was to make the wrappers useful. People could click a photo of the wrapper that would give them 1GB of data. They could either choose to keep the data or donate it to Pratham Education Foundation that would donate the data to needy schools in rural areas. “Through this collaboration with Pratham, we were able to provide for the data requirements for one whole year for 120 schools in Maharashtra,” shared Anil Viswanathan, Senior Director, Marketing (Chocolates), Insights and Analytics, Mondelez India. The next year, the brand wanted to take a stand against cyber-bullying which led to the #Heartthehate campaign, where the brand tried to throw light on the growing issue of trolling on social media. “Our research showed us how trolling is a tension point for consumers. We also came across this concept called the bystander effect where people don’t do much to stop a troll. The aim of the purple hearts campaign was to simply interrupt a troll. <div type="Youtube" id="XsPd6sOhyWo" title="Cadbury Dairy Milk - Purple Heart💜 | 20 secs" thumbUrl="https://i.ytimg.com/vi/XsPd6sOhyWo/mqdefault.jpg"></div> The same year, the brand also came up with its limited edition Unity Bar to promote diversity. The bar featured dark, blended, milk and white chocolate in one block of chocolate, to signify ‘people of different castes, creed, languages, regions and religions’ and bring them together. In 2020, pre-Covid, the brand wanted to take the generosity theme further and its idea was to acknowledge the unacknowledged in our society. “There is an increasing social divide in urban India, an increasing gap between the haves and the have-nots. In India, the power difference between the two groups is dramatic. The have-nots have also become nameless, they are a bunch of people who are keeping our houses and lives in action, the drivers, maids, the peons, the working class, everybody identified by their professions but don’t have a name and remain unacknowledged. As a country, we have not been generous to them. That was the insight we got and we wanted to act on it,” said Vishwanathan. However, that was when Covid-19 struck the world and the brand had to take a pause. “But as a few weeks and months passed, all of us went through certain realizations, firstly that we should be thankful that we are safe and secondly, there are a lot of people out there who are risking their lives to take care of others. And with Prime Minister Narendra Modi also acknowledging their efforts, there was a feeling of camaraderie and gratitude across the nation. It seamlessly built a bridge for us to strengthen our generosity message,” added Vishwanathan. With the numerous lockdowns and the impact it had not just on the economy but also on people from different strata of life, the health workers, the migrant workers, suddenly the idea of generosity became much more important than it would in a normal year. It turned out to be a year when the world needed a much more generous dose of generosity. This led to the brand launching a limited-edition Cadbury Dairy Milk ‘Thank You’ bars. And to take the campaign further, the company had committed a part of the proceeds from the sale of these bars towards health insurance policies of the daily wage earners through a partnership with Nirmana, an NGO that works with the unorganized sector. It also partnered with Times of India for its Fill in the Thanks campaign and with Zee Network to #SayThankYou to the unsung heroes during the lockdown. “We ended up selling around 15 million bars and could sponsor insurance for around 15,000 domestic workers,” he shared. The brand also came up with its much-talked-about ‘Iss Diwali Aap #KiseKhushKarenge?’ campaign where it used technology to acknowledge local shopkeepers. When asked what it translated into on-ground, Vishwanathan said, “It was a huge communication program where we needed to individually reach out to these businesses and take their legal approvals. While many of the businesses were skeptical at first because nothing like this had ever been done, eventually they got excited. People were excited too when they spotted the name of neighborhood shops in the ads.” On what the exact motive behind the campaign was, he added, “Clearly the motive was not to drive more Cadbury sale but to help these businesses get more visibility, and through that, to get people to gift more during Diwali. If people gifted more during Diwali, our products would also be gifted. And we were able to tap into the momentum of people gifting during the festive season and we did see that translate into market sales.” <div type="Youtube" id="So16ZBPK6mo" title="This is not just a Cadbury ad" thumbUrl="https://i.ytimg.com/vi/So16ZBPK6mo/mqdefault.jpg"></div> He also said that the brand was able to create a lot of positive buzz and also led to other brands getting inspired to do something similar. While communicating this philosophy to its consumers is important, the brand is also trying to build an atmosphere of generosity within the organization too. Throwing light on a few things the organization did during this tough year, <keyword id="3328797" type="PERSON" weightage="20" keywordseo="Mahalakshmi-R">Mahalakshmi R</keyword>, Director – Human Resources, Mondelez India said, “Throughout this tough year, one thing stayed constant at Mondelez India – ‘people’ continued to remain at the heart of our winning growth culture. We infused a sense of balance, agility, and resilience across all our functions, while ensuring we equip our leaders with skills to inspire remotely and pause for celebrating our teams. Little wonder that Mondelez India is at the top 10% of external market on employee engagement this year (Source: Glint Engagement survey) and has more of our colleagues in the frontlines creating magic for our consumers. “Specifically on gratitude – our online recognition platform ‘Bravos’ saw a significant uptake with over 3000 bravos being given. We also created pauses, dedicating specific days for our leaders and colleagues to take a pause and express their thanks – either on the Bravos platform, or Yammer or using music, cards and calls. Titled #MDLZThanksU – this year we saw over 12,000 thank you messages go by across functions. A lovely way to make each of those who helped us in the year, in big ways and small, feel special!” Going into 2021, the brand aims to further build on its generosity philosophy and come up with similar campaigns that will endeavor to bring about a difference while also spreading joy.

Why Cadbury Dairy Milk’s ongoing campaigns on the theme of generosity became even more important in 2020

The <keyword id="6354977" type="ORGANIZATION" weightage="80" keywordseo="Supreme-Court">Supreme Court</keyword> asked Reliance ADAG's power distribution company, BSES Yamuna to pay up its dues to electricity generating utilities totaling Rs 257 crore by July 15. Currently, the company has 13.5 lakh customers in central and east Delhi.
 As per the records till June 30, the power distribution company owes Rs 60 crore to central generating and transmission utilities, including <keyword id="75753" type="COMPANY" weightage="40" keywordseo="Damodar-Valley-Corporation">Damodar Valley Corporation</keyword>, <keyword id="105181" type="COMPANY" weightage="40" keywordseo="Power-Grid-Corporation">Power Grid Corporation</keyword> and <keyword id="2402471" type="UNKNOWN" weightage="40" keywordseo="Aravali-Power-Company-Ltd-">Aravali Power Company Ltd.</keyword> <keyword id="75796" type="COMPANY" weightage="80" keywordseo="BSES-Yamuna">BSES Yamuna</keyword> also owes Rs 195 crore to Delhi-based power generating units Indraprastha, Delhi Transco and <keyword id="301258" type="COMPANY" weightage="40" keywordseo="Pragati-Power-Corporation">Pragati Power Corporation</keyword>. 

	BSES Yamuna also clarified that the government subsidy, which was promised but not factored in, was to the tune of Rs 96 crore and hence its total liability would be Rs 161 crore.
 Appearing for Delhi Transco and Indraprastha, <keyword id="132134" type="POSITION" weightage="40" keywordseo="Additional-Solicitor-General">additional solicitor general</keyword> <keyword id="243257" type="PERSON" weightage="40" keywordseo="Tushar-Mehta">Tushar Mehta</keyword> said the total dues as per their calculation was Rs 370 crore. However, <keyword id="45179" type="CITY" weightage="40" keywordseo="NTPC">NTPC</keyword>, which was the first to approach the court with a threat to disconnect power supply to the national capital because of mounting arrears from BSES Yamuna, informed the court that it had been fully paid by the discom. BSES’s <keyword id="2117" type="POSITION" weightage="40" keywordseo="senior-advocate">senior advocate</keyword> K V Vishwanathan attempted to put forth the discom's grievance. He said the state had not kept its promise of giving proper return on the Rs 15,000 crore investment made by the company. However, a bench headed by Chief Justice R M Lodha and Justice <keyword id="135052" type="PERSON" weightage="40" keywordseo="Madan-B-Lokur">Madan B Lokur</keyword> and Justice <keyword id="108280" type="PERSON" weightage="40" keywordseo="Kurian-Joseph">Kurian Joseph</keyword> said the apex court would decide about BSES Yamuna's grievances against the <keyword id="6354952" type="ORGANIZATION" weightage="40" keywordseo="Delhi-Government">Delhi government</keyword> later. 

	“We are directing you only to pay current dues. Power generation and transmission companies are no baniya shops. You must clear all dues since January 2014 if you want electricity. You can’t continue like this. You are in arrears, arrears, arrears... This isn’t our headache,” observed the court.

	(Image: The Supreme Court of India's official webite)

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Mondelez India opens its first-ever experience center in India; from custom-made milkshakes to 3D printed chocolates, here’s how it is wooing consumers

Karuna Sharma

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

BI India Partner

Why Cadbury Dairy Milk’s ongoing campaigns on the theme of generosity became even more important in 2020

Samarpita Banerjee

SC Orders BSES Yamuna To Clear Rs 257 Crore Dues By July 15

BI India Bureau

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