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<ul><li>For a long time, conversations around <keyword id="6354774" type="General" weightage="20" keywordseo="mental-health" source="Orion">mental health</keyword> have been had in hushed voices. However, over the past few years, with more people opening up about their struggles and the availability of help, people are slowly opening up.</li><li><keyword id="3271240" type="General" weightage="20" keywordseo="cadbury-bournvita" source="Orion">Cadbury Bournvita</keyword>, in it latest ad spot, has an important message to share. It has called on parents to not ignore signs of poor mental health in their children. </li></ul>Cadbury Bournvita has rolled out ‘Get The Message’, a digital first campaign aimed at raising awareness around kids’ mental and emotional well-being and partner with parents in this journey. The campaign was conceptualized and brought to life in partnership with <keyword id="531122" type="General" weightage="20" keywordseo="ogilvy-india" source="Orion">Ogilvy India</keyword> and mental health organization, The <keyword id="2918198" type="General" weightage="20" keywordseo="minds-foundation" source="Orion">MINDS Foundation</keyword>.<br /><br />    <div type="Youtube" id="EkCtQT2yfig" title="Bournvita - Get The Message" thumbUrl="https://i.ytimg.com/vi/EkCtQT2yfig/mqdefault.jpg"></div><br /><br />    <div type="Youtube" id="J1ywR5XuOoI" title="Bournvita - Get The Message" thumbUrl="https://i.ytimg.com/vi/J1ywR5XuOoI/mqdefault.jpg"></div><br />Speaking about the campaign, <keyword id="564803" type="General" weightage="20" keywordseo="inderpreet-singh" source="Orion">Inderpreet Singh</keyword>, Associate Director – Marketing (Beverages, Meals, Candies &amp; Gums), <keyword id="2200852" type="General" weightage="20" keywordseo="mondelez-india" source="Orion">Mondelez India</keyword>, said, “The pandemic and the subsequent lockdown brought forth a new parenting challenge. The physical restrictions of social isolation, schools being shut, being constantly cooped up at home has impacted children mentally. The signs of children struggling with their mental and emotional health are often very subtle and sometimes not picked up or tend to be misread by parents. As a trusted brand that has always highlighted the need for progressive and holistic parenting, #GetTheMessage campaign is an attempt to help parents identify these signs and provide them with the right resources to ensure their children’s mental and emotional wellbeing. The idea leverages technology in a smart way to provide resources to parents and break the taboo around this topic.”<br /><br />Along with the digital films, Cadbury Bournvita and Ogilvy India teams creatively partnered to get the audience engaged through an AI powered chat BOT. Using this innovative disruption, the campaign delivers content customized to the viewer's awareness levels on the topic. The #GetTheMessage campaign starts with two films that segue seamlessly into a personalized bot-based interaction with each viewer. In addition, the campaign lends itself with a dedicated website www.mannkitayyari.in and a 24/7 toll-free helpline to not only help parents focus on their children’s mental wellbeing, but also provides them with resources to sensitively handle the growing mental and emotional challenges that children face these days. To ensure this, Cadbury Bournvita has partnered with MINDS foundation, an NGO founded in 2010 on a mission to create a world that fosters a shared approach to mental wellness — in which anyone, anywhere can access the resources they deserve.<br /><br />Speaking about this association Dr. Raghu Appasani, CEO, MINDS foundation, said, “Mental health is something we all have and therefore it is important to be able to understand it in oneself and in others. Through this incredible partnership with Cadbury Bournvita, we have been able to curate our years of evidence-backed mental health research and expertise into easy to understand, interactive and accessible resources for parents and make it available across the country. As you explore the chatbot and the website, you will come across educational materials on how to engage with children struggling with their mental health, have difficult conversations, equip them with tools for resilience, and develop stronger relationships. Additionally, we have been able to provide access to a toll-free 24/7 helpline for parents to reach out. This is just the beginning of our partnership with Cadbury Bournvita and we are very excited to continue our journey and mission to provide further resources.”<br /><br />Akshay Seth, Group Creative Director &amp; Chinmay Raut, Senior Creative Director, Ogilvy India, said, “The signs of mental health struggles are there for one to see as well as miss. We wanted to mirror this reality in a very organic way through the films by showing the point of view of both, the parent, and the child. For parents the sign can be easy to miss but children seek a shoulder, and we wanted the audience to be that shoulder. By getting the viewer to have a conversation with the affected kid on WhatsApp via a bot, we are breaking the wall and making the viewer understand the condition a little better. We are also empowering parents to reach out for further help via counsellors so that MannKiTayyari no longer gets overlooked.”<br /><br />The campaign will also be amplified through influencer engagement, online webinars, partnerships with leading online platforms along with on-pack integration to drive awareness amongst parents.<br />

Cadbury Bournvita's latest campaign aims at raising awareness around children's mental health and emotional well-being

<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.<br /><br />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.<br /><br />“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.<br /><br />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. <br /><br />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.<br /><br />  <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div><br />  <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div><br />  <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div><br />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.<br /><br />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.<br /><br />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.”<br /><br />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.<br /><br />“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.<br />

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

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Cadbury Bournvita's latest campaign aims at raising awareness around children's mental health and emotional well-being

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

Samarpita Banerjee

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