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<ul><li>Cadbury <keyword id="12214841" type="General" weightage="100" keywordseo="choclairs" source="Orion">Choclairs</keyword>, one of the most popular chocolate candies from Mondelez recently celebrated its 50th year in India.</li><li>We speak to <keyword id="564803" type="General" weightage="20" keywordseo="inderpreet-singh" source="Orion">Inderpreet Singh</keyword>, Associate Director, Marketing (Beverages, Meals, Candies, and Gums), <keyword id="2200852" type="General" weightage="20" keywordseo="mondelez-india" source="Orion">Mondelez India</keyword> on the brand's journey, its evolution and how it has managed to stay relevant.</li></ul>Cadbury Choclairs just turned 50 in India and talking to the brand about its journey made me take a trip down memory lane. For me, Choclairs, formerly known as Eclairs, always brings back memories of my friends, birthdays and classrooms. The caramel-filled candy has been a part of our childhoods and still evokes nostalgia, which is probably why many of us still continue consuming the product. As the product hits a milestone, we decided to understand the brand’s growth in India, where it stands now and how it has managed to stay relevant when consumer tastes and preferences are changing rapidly. “Cadbury Choclairs is a product that has been close to our hearts. Many of us have grown up with the brand and we are proud to have created the category in India. Over the years, we have listened to a lot of feedback from our consumers and have worked on making the product better and better. We have tried to stay true to what we had created with Eclairs,” explained Inderpreet Singh, Associate Director, Marketing (Beverages, Meals, Candies, and Gums), Mondelez India. As a part of its golden jubilee celebration in India, Mondelez has launched limited-edition packs where consumers can win a ‘Golden Ticket’ that will grant them access to Cadbury’s Chocolates Factory. The aim is to take people behind the scenes and show them how the chocolates are made, to share a bit of the legacy with them. To get people excited about its 50th birthday, the brand has also launched an influencer marketing campaign with prominent faces like <keyword id="3063728" type="General" weightage="20" keywordseo="mithila-palkar" source="Orion">Mithila Palkar</keyword>, <keyword id="2080862" type="General" weightage="20" keywordseo="jamie-lever" source="Orion">Jamie Lever</keyword> and <keyword id="3644878" type="General" weightage="20" keywordseo="aparshakti-khurana" source="Orion">Aparshakti Khurana</keyword>. The activation will see 50 people win the Golden Ticket to the chocolate factory. <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> It was in 2013 that the name of the brand was changed from Eclairs to Choclairs, to stay consistent with the global name of the candy, it was only in India that the product was called Eclairs. While changing the name of a well-established product can be tricky, the transition did not do any harm to the brand, which is still popular across age groups. While for a long time the brand was a favorite birthday treat for children, over the years, the brand has been able to cross over and become a part of its consumer’s everyday life. “Luckily for us, our current consumers and consumption of Choclairs is not skewed to any one occasion, it is quite large and widespread, which is expected of a brand that has been around for 50 years now. Today, Choclaires has got ingrained in people’s everyday life as opposed to specific occasions,” he shared. This is perhaps what also made sure that Covid did not have a huge impact on its demand. “We have both in-home consumers, in terms of people who buy a lot of these candies on an everyday basis or consumers who buy the product at a certain frequency for themselves or for their family around occasions. So while we did feel some impact due to Covid, overall, we managed well because the consumption was not skewed to one or the other time,” added Singh. Covid also made people gravitate towards brands they have consumed and trusted for years, which also helped the brand during these uncertain 1.5 years. On how it has managed to stay relevant over the years, Singh said, “We have worked on a few different streams to ensure relevance. Firstly, over the years we listened to our consumer feedback. If they told us it was too sticky, or chewy or sweet, we tried to improve the product. That work has continued and we are still working on making the product even better. The other thing is innovation. We realized that the product itself was so well-loved, it was difficult to get another form of it going. But recently we have launched a coffee variant and consumers have been loving it.” While the product has evolved over the years, the core thought of the candy giving small moments of joy to people has stayed consistent. Its target audience covers the entire spectrum, from children to young adults to even the elderly, which is why Choclairs has tried to build communications that appeal to all age groups. “Since people across ages consume Choclairs, we have kept the thought of ‘Choto meetha’ or Small moments of joy consistent as opposed to a target group-specific. The depiction of some of our communications will be more adult whereas in some communications, especially when it comes to birthdays, it's more for the younger audience. So from that lens, it actually appeals to everyone, it appeals to the kid in all of us,” said Singh.

As Cadbury Choclairs turns 50 in India, we look back at its journey and evolution

<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>

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As Cadbury Choclairs turns 50 in India, we look back at its journey and evolution

Samarpita Banerjee

How can brands achieve moksha?

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