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 an eCommerce-exclusive premium pack, Oreo Moments, and Cadbury Cocoa’s #TheSweetestDiwali activation.
Commenting on the efforts, Anil Viswanathan, 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.”
Continuing the legacy of ‘Kuch Achha Ho Jaye, 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-personalized 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 Diwali’s occasion 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.
This message is further being seeded through Cadbury Cocoa, which encourages consumers to return the favor 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 Arjun Kapoor and Yuvraj Singh will be seen depicting the act of home-baking a special recipe for their special someone to encourage people to walk the 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, eCommerce plays a more significant role in implementing contactless shopping. Therefore, we are creating more digital shopping opportunities to continue redefining the joy of gifting. The Cadbury Gifting portfolio’s seasonal offerings will be available across multiple channels like e-grocers, marketplaces, e-commerce websites, hyper-local and omnichannel retailers, and the company’s direct-to-consumer website so that people can partake in celebrations unhindered.
This festive season, the world’s favorite cookie brand – OREO, will continue to add more playful moments through its special festive edition – Oreo Moments. The Oreo Moments gifting range has received a great response over the last two years, and the company has planned to scale up this year’s portfolio, in addition to launching an all-new pack in the premium gifting segment under Oreo Cadbury Dipped Moments.
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Naresh Khanna – 10 February 2025
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