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<ul><li>For this <keyword id="188" type="ENTERTAINMENT" weightage="20" keywordseo="Diwali">Diwali</keyword>, <keyword id="2200852" type="PERSON" weightage="20" keywordseo="Mondelez-India">Mondelez India</keyword> has launched what they call the most generous ad ever. The brand is reaching out to 1800+ local retailers, across 260+ pin codes, whose businesses are promoted locally through the latest Cadbury Celebrations ad and manifest the message of ‘Iss Diwali Aap #KiseKhushKarenge? </li><li>The ad leverages technology and AI to create India’s first hyper-personalised ad wherein during this ad, these stores will be featured against the product category for specific pin codes in Mumbai, Delhi, Pune, Indore, Ahmedabad and Lucknow.</li></ul>With an aim to turn this Diwali into the sweetest celebration of all times, Mondelez India, the makers and bakers of some of India’s iconic snacking brands are ready to once again brighten up the festive vibes with Cadbury Celebrations and the launch of the ‘Iss Diwali Aap #KiseKhushKarenge?’ campaign. The company will further add sparkle to the festivities, with eCommerce-exclusive premium pack, Oreo Moments and Cadbury Cocoa’s #TheSweetestDiwali activation. Commenting on the efforts, <keyword id="1825451" type="COMPANY" weightage="20" keywordseo="Anil-Viswanathan">Anil Viswanathan</keyword>, Senior Director, Marketing (chocolates), Insights and Analytics, Mondelez India, said, “Throughout festivities exchanging gifts and sweets holds a significant emotional value and embarks the beginning of a new era, and it makes us extremely proud about the fact that we humbly found a place in this small, yet important tradition. Moreover, this year, than any other warrants for acts that signify new beginnings and the potential of goodness in an imperfect world, and our recent Cadbury Celebrations campaign infuses this thought at the back of evoking generosity. Banking on the proposition of ‘Iss Diwali Aap #KiseKhushKarenge’, we are putting our best foot forward to inspire people to do what’s right this time by acknowledging people who helped us in difficult times. Whether it is weaving in ‘Mithaas’ into special occasions or adding a shimmer of cheerfulness to the joyous festivities, our much-loved snacking products have become an intrinsic part of every celebration and therefore, this year we’re furthering this effort by expanding our eCommerce premium portfolio to provide more choice to our consumers, along with many exciting initiatives across our brands, beyond just chocolates.” <div type="Youtube" id="So16ZBPK6mo" title="This is not just a Cadbury ad" thumbUrl="https://i.ytimg.com/vi/So16ZBPK6mo/mqdefault.jpg"></div> Continuing the legacy of ‘<keyword id="10221664" type="PERSON" weightage="20" keywordseo="kuch-achha-ho-jaye">Kuch Achha Ho Jaye</keyword>, Kuch Meetha Ho Jaye’, Mondelez India is taking a step further and leading by example by creating the most generous ad ever by reaching out to 1800+ local retailers, across 260+ pin codes, whose businesses are promoted locally through the latest Cadbury Celebrations ad and manifest the message of ‘Iss Diwali Aap #KiseKhushKarenge? The ad leverages technology and AI to create India’s first hyper-personalised ad wherein during this ad, these stores will be featured against the product category for specific pin codes in Mumbai, Delhi, Pune, Indore, Ahmedabad and Lucknow. The ad beautifully captures this by showcasing an Indian family rejoicing the occasion of Diwali wherein the woman of the house gifts something to every member of the family which is bought from the local stores. Ending it on a celebratory note and a thought-provoking message – ‘When all of us support our local stores, all of us can have a Happy Diwali’. Thus, putting the spotlight on the act of generosity. <div type="Youtube" id="3xo02IWsK1w" title="Not Just A Cadbury Ad Campaign Video" thumbUrl="https://i.ytimg.com/vi/3xo02IWsK1w/mqdefault.jpg"></div> Someone watching in Golf Course Road, Gurgaon will receive and see this ad: <div type="Youtube" id="IINV8D6wyDc" title="DX-TEST- This is not just a Cadbury ad" thumbUrl="https://i.ytimg.com/vi/IINV8D6wyDc/mqdefault.jpg"></div> Someone watching in Mahalakshmi will see this ad: <div type="Youtube" id="4abjNU9m-f0" title="DX-TEST- This is not just a Cadbury ad" thumbUrl="https://i.ytimg.com/vi/4abjNU9m-f0/mqdefault.jpg"></div> Someone watching in Powai will see this: <div type="Youtube" id="YLrd_JbMLLw" title="This is not just a Cadbury ad" thumbUrl="https://i.ytimg.com/vi/YLrd_JbMLLw/mqdefault.jpg"></div> This message is further being seeded through Cadbury Cocoa which is encouraging consumers to return the favour of goodness to their family members, who have always made their festivities more exuberant, with a ‘special mithai’ created using Cadbury Cocoa. Renowned personalities like <keyword id="114453" type="PERSON" weightage="20" keywordseo="Arjun-Kapoor">Arjun Kapoor</keyword> and <keyword id="351" type="PERSON" weightage="20" keywordseo="Yuvraj-Singh">Yuvraj Singh</keyword> will be seen depicting the act of home-baking a special recipe for their special someone to encourage people to walk an extra mile, be extra thoughtful and for a change, make the ones around you smile and turning it into #TheSweetestDiwali. With safety becoming a non-negotiable priority for consumers, e-commerce is playing greater role in implementing contactless shopping and therefore, we are creating more digital shopping opportunities to continue redefining the joy of gifting. The seasonal offerings under the Cadbury Gifting portfolio will be available across multiple channels like e-grocers, marketplaces, e-commerce websites, hyper-local and omnichannel retailers and the company’s own direct-to-consumer website – CadburyGifting.in, so that people can partake in celebrations, unhindered.

Mondelez India's heartwarming Diwali ad is also a celebration of local retailers

<ul><li><keyword id="972687" type="LOCATION" weightage="20" keywordseo="Zivame">Zivame</keyword> has launched a new consumer campaign. </li><li>It features brand's consumers and employees. </li></ul>Move aside models, cue in us! Zivame, a women’s intimate wear brand, has announced its latest campaign Kuch New Ho Jaye featuring Zivame consumers and its own employees. The campaign focuses on <keyword id="3723897" type="COMPANY" weightage="20" keywordseo="real-women">real women</keyword> proudly showcasing products from Zivame making the brand more relatable to its core consumers. It encourages women to experiment and explore intimate wear with Zivame. From finding their right fit using Fitcode, to experimenting with prints and colours, to trying out new Activewear and Nightwear styles, Zivame is encouraging women to try something different within the safety and comfort of their homes. <div type="Youtube" id="QSsNWOPf5Nw" title="Kuch New Ho Jaye- with Zivame!" thumbUrl="https://i.ytimg.com/vi/QSsNWOPf5Nw/mqdefault.jpg"></div> Speaking about the campaign, Khatija Lokhandwala, Head Marketing, Zivame, said, “We wanted to encourage consumers spending a large amount of time at home to explore and experiment with intimate wear and discover something that they love. The use of Zivame consumers in our imagery is aimed to have women look at our products and see them on bodies they can relate to."

Zivame features real customers in its latest campaign; lets go of professional models to help women relate with the bodies they see on screen

<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?

The Indian snack market is witnessing a ‘French’ revolution of sorts. French fries have turned out to be the fastest growing snack food, not just across fast-food chains but also at modern retailers and frozen food manufacturers. In fact, the <keyword id="47445" type="UNKNOWN" weightage="40" keywordseo="Indian-market">Indian market</keyword> for French fries is growing at an annual rate of more than 30%. Fast food chains like McDonald’s and KFC have declared that French fries are among their top three billing items and the largest selling side dish. Retail chains like <keyword id="6357823" type="COMPANY" weightage="40" keywordseo="Big-Bazaar">Big Bazaar</keyword>, More and Spencer’s have also said that the frozen RTE French fries are among the largest selling snack items in their stores. 
 
Going by this trend, it can be said that French fries are fast replacing hugely popular potato snacks like aloo parantha, aloo pakoda and vada pav, at least in urban households. That’s not surprising as it is a convenient snack that can be easily shared in a country where har ek friend zaruri hota hai and asli maza sirf sab ke sath ata hai. Then they are easily dippable in ketchups and other condiments (and that adds to the taste). Besides, they are easy to cook or buy. In the west, French fries sold by the fast food chains in small paper sacks are hugely popular and account for about half of the potatoes sold in the US. In India, the concept is totally new, but for a food-crazy nation, anything that is tasty and convenient stands strong and becomes our own. 
 
We have seen such things before. The traditional gift of sweets is giving way to chocolate, thanks to Cadbury insisting on – kuch meetha ho jaye. Similarly, French fries are fast replacing the pakoda. The country has seen many tasty snacks making their way from our kitchens to fast food chains – items like thepla, parantha, pakoda and more. But the French fries have started a reverse <keyword id="6374782" type="UNKNOWN" weightage="40" keywordseo="journey">journey</keyword> – they are entering our kitchens from the fast food chains. To some extent, they have even replaced chips and noodles, which are immensely popular among kids and young people. 
 
Retailers claim that overall sales of frozen French fries brands like McCain, Sumeru and Al Kabeer are growing at about 30-40%, sometimes accounting for about 70% of the total potato-based frozen snack sales. Potato-based frozen snacks also include paranthas, cutlets, patties, etc. 
 Today, the Canadian firm <keyword id="399961" type="ORGANIZATION" weightage="40" keywordseo="McCain-Foods">McCain Foods</keyword> is the world’s largest manufacturer of French fries and assorted potato snacks. McCains’ French fries and potato smiles are its fastest moving products in India, a category driven by the ease of cooking without compromising on the taste. 
 <keyword id="818773" type="ENTERTAINMENT" weightage="40" keywordseo="The-situation">The situation</keyword> is similar to how microwave popcorn, as a category, had taken the market by storm when it was introduced in India. Growing consumer awareness, taste preferences and higher freezer penetration are driving the frozen foods category. The frozen foods market has an estimated size of Rs 800 crore including vegetarian and non-veg snacks. 
 French fries offer the ease of cooking and the convenience of eating, coupled with great accessibility. With fast food chains and modern retail outlets opening up stores on every street and in every locality, French fries are becoming easily accessible to consumers. And they enjoy huge popularity not just in the metros but also in other cities and towns. As urbanisation seeps down and stores <keyword id="54921" type="ENTERTAINMENT" weightage="40" keywordseo="spread">spread</keyword> across non-metros, French fries are set to get all the more popular in India.

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French Fries Are The New ‘Aloo Pakoda’

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