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World Breastfeeding Week: Most Awkward Places Moms Have Breastfed in India

Aug 5, 2020 by Gouri Achary 0 Comments #5 most awkward places moms have breastfed in India, #World Breastfeeding Week

You envision breastfeeding at home, sitting in your recliner, with delicate music out of sight. Be that as it may, actually, babies get hungry at the most badly arranged occasions and at the most awkward places. Moms claim breastfeeding in public places in India is very unpleasant and difficult due to the unavailability of breastfeeding rooms.

A staggering 93% of Indian moms feel uncomfortable while breastfeeding their children in public places due to a stark lack of breastfeeding facilities, reveal the findings of a survey conducted by Momspresso.com, India’s largest user-generated content platform that allows women to express themselves through different formats including text, audio, and video across ten languages.

When asked about the barriers to breastfeeding comfortably in India, 53% of moms cited the lack of hygienic, appropriate or safe spaces while 47% said that it is the lack of privacy and constant staring by people that hinders comfortable breastfeeding.

One reason that can be credited to this evident uneasiness is the sexualization of ladies’ bodies. The bosom is constantly observed as a sexual area instead of an organ creating vital sustenance for an infant’s development and improvement.

Here are 5 most awkward places moms have breastfed in India:

In The Car

9 out of 10 moms in India have breastfed their child in a car. Nursing the child in a moving car puts both you and the baby to the risk of injury. Many moms have had to breastfeed their babies in a car especially while travelling due to lack of any breastfeeding rooms or infrastructure. Not just travelling, there are incidents where mothers have to breastfeed their children in the parking lots of malls, shopping centres, etc as well.

In Public Transit

Breastfeeding openly expects ladies to be discrete and concealed, so as not to uncover her bosom. She is additionally required to take care of in a proper spot to abstain from discomforting others, guard against the judgment, and to shield herself from the undesirable male gaze. It is highly inconvenient for mothers to feed their babies in such judgemental scenarios.

Airport Broom Closet Rooms

This is another awkward place where mothers have had to breastfeed their children.

The majority of the mothers stated that the greatest deterrents were uncomfortable stares, hygiene, and a lack of privacy. It is crucial for airports to have breastfeeding rooms for mothers in order to provide them with a safe secure and hygienic experience rather than the one of discomfort, pressure, and turmoil.

At the restaurant

When baby’s need to eat coincides with your dinner reservation, you’re within your rights to breastfeed. However, other diners and restaurant staff might not be comfortable with this natural display. As a mother and a woman, it’s a conflicting situation. It becomes tough to feed your child without the awkward glares and stares that you get. Mothers tend to ask the host to make reservations where they have their back towards the whole place or asking someone to coverup for them.

Public Washrooms

his is absolutely an absurd and unhygienic place to breastfeed an infant. In certain emergencies, many mothers have had to breastfeed their children in public washrooms where people are relieving themselves. It is harmful to the health of both the mother and the infant. Breastfeeding requires a clean and hygienic place if that is anything one can ask for.

Business World

250 youths of Muzaffarpur find employment

Aug 5, 2020 by Gouri Achary 0 Comments #Digital India Program, #IBPS, #Ministry of Electronics and Information Technology (MeitY)*, #the CEO of Vision India*-, #Vision India BPO in Muzaffarpur

India BPO Promotion Scheme has become a boon for those who had to leave their homes and families in search of a job. Hundreds of youths interested in BPO sector can now find employment in their hometowns. *IBPS is a scheme which runs under the Digital India Program launched by Ministry of Electronics and Information Technology (MeitY)*. The Vision India BPO in Muzaffarpur, established under this scheme is a first of its kind organization employing more than 250 youths. Women and disabled have been especially benefitted through this BPO founded in 2016.

According to *Vivek Kumar, the CEO of Vision India*- a company associated with human resource development that runs skill development programs in small towns, “We had always believed in the efficiency of this town`s youth population. We knew they would be capable enough to meet the work requirements in BPO sector once we trained them. But as in the case of all new startups, we were analyzing all the perspectives of this initiative. Our company conducted a survey which revealed that 56% of the employees working in the BPOs running in the metro cities belong to small towns. The main reason behind this was the lack of employment opportunities in these cities. This motivated us to open BPO centres in tier II & III cities and Muzaffarpur is one of them.

IBPS removed all the barriers: Vivek Kumar adds, “Several obstacles came up during the process of opening BPO centres. The financial viability of BPO centres was the biggest challenge we faced. Fortunately, we got to know about the *IBPS implemented by STPI*. Many problems were solved due to the support given to us by STPI. Under this scheme, one can avail a benefit of Rs. 1 lakh per seat, provided they qualify certain standards set by the government. We have employed the youth while benefitting from IBPS. This scheme is not only directly or indirectly providing job opportunities to the youth but also putting a stop on their migration from this region.”

A golden opportunity for women and disabled:

A huge number of youths being employed are women and disabled. Vivek Kumar says, “The parents in small towns are hesitant in sending their daughters away for education or jobs. Due to this, many talented girls are denied the opportunity to get a job or showcase their potentials. This initiative has paved path for many girls to work in the BPO sector and prove their talents. Besides that, many disabled youths are making their futures bright by working at this centre. This initiative also helps in the all-round development of youth. They are trained in a manner that they can work and perform not only in the BPO sector but in any other industry as well.”

What is the aim of IBPS: The aim of IBPS is to create a system through the expansion of ITES/BPO operations. This would boost the development, make the investment easy and attract the industrial world in such regions. *This initiative by STPI and Vision India in Muzaffarpur* has indeed pushed this region ahead in the field of ITES/BPO. It has not only reduced the migration of youth by providing jobs to them but has also socially helped them in carrying out their responsibilities towards their families.

Business World

IDP Education hosts the biggest virtual education fair to help students

Aug 5, 2020 by Gouri Achary 0 Comments #a global leader in international education services, #biggest virtual education fair, #from 10th August 2020 and will continue till 10th October 2020., #IDP Education, #Piyush Kumar, #Regional Director (South Asia)

Studying overseas is a life-changing decision, not only for students but for their families too. Due to the disruption of services caused by COVID-19, students were facing great difficulty in the decision-making process. To address the various challenges faced by the students and their families, IDP Education, a global leader in international education services will be hosting the biggest virtual education fair. Spread over eight weeks, this education fair will begin from 10th August 2020 and will continue till 10th October 2020. Over 150 leading institutions from Australia, UK, U.S. Canada, New Zealand, and Ireland will participate in the Virtual Education Fair to interact with Indian students and help them with their overseas education plan.

First-of-its-kind, this virtual education fair is an initiative by IDP Education to solve the concerns of students and help them connect with their preferred institutions over a 1-on-1 video call from the comfort of their homes.

Piyush Kumar, Regional Director (South Asia), IDP Education, said, “IDP offers Indian students the right advice and top-quality assistance to choose the right course and institution in Australia, UK, U.S. Canada, New Zealand, and Ireland to meet their career aspirations. IDP has over 700 world-class institution partners across these six destinations and is best placed to offer students the choice to find the course most suited to them. IDP recognizes that going for higher education abroad entails a high expense, so it is important to take the correct decision the first time itself. It, therefore, provides students and their parents with an all-inclusive platform to facilitate the exchange of valuable information and get proper guidance from industry experts.”

“We understand that shortlisting an institution and working through the application process can be a bit challenging for students. Our goal, therefore, is to assist and guide them through all the steps from the initial exploratory stage, application submission to safe arrival on campus,” added Mr. Kumar.

Through this virtual fair, students can apply directly to the institutions of their choice and get detailed information on scholarships, ranking, visas, etc. by IDP’s experienced and certified education experts over a 1-on-1 video call feature. This allows them to interact face-to-face with institution representatives and get answers to their queries. IDP’s education fairs endeavor to help students make their dream of education abroad come true.

News

Shri Ram Mandir Bhoomi Pujan A Motivating Call from the North East

Aug 5, 2020 by Gouri Achary 0 Comments #All India Anglo Indian Association., #executive member of BJP Mahila Sangh, #Meghalaya Pradesh, #re-construction of Shri Ram Temple at the original site at Ayodhya., #Smt Elizabeth Nongbri

Almost a year ago, away from media hype, an unsung rally was held Umphruph- Smit Village, East Khasi Hills, Meghalaya in support of the vision of Hon’ble PM, Shri Narendra Modi Ji.

Its aim – to bring awareness among the indigenous and tribal populace of rural Meghalaya, about the various schemes and efforts being taken by the NDA Govt, for inclusive and sustained growth of all sections of society.

The rally was organized by Smt Elizabeth Nongbri, executive member of BJP Mahila Sangh, Meghalaya Pradesh, who is also a member of the All India Anglo Indian Association.

The rally was very well attended. Meghalaya, being a matrilineal society, the maximum participation was by Mahila members. The people of this area are mainly small-time farmers and artisans, who have to work very hard for the sustenance of their families. Alas, they are a neglected lot, more so the Anglo Indians among them. Mostly unaware of the various Govt schemes for rural folk, time for them is at a standstill.

The participants were very supportive of the idea for the re-construction of Shri Ram Temple at the original site at Ayodhya. While in agreement with the proposal, over one thousand persons from among the Anglo Indian Community, Christians and persons of Indigenous Faith, all belonging to the predominantly The Christian State of Meghalaya, expressed willingness for active participation in large numbers for the event when organized. Unfortunately, the pandemic put paid to their enthusiasm. This gesture from the Anglo Indian and Christian Community is probably the first of its kind and demonstrates the strong social fabric of our Nation.

The Holy Event is now underway at Ayodhya, as we go to the press. The enthusiasts in that remote corner of Meghalaya would probably watch the proceedings on TV, time from their daily grind, permitting. At best, they would silently rejoice that their tiny effort has now been vindicated. Their belief that inclusive economic growth; social respect for all religions including the safeguarding of places of worship of historical significance; a uniform civil code and mutual respect, as being emphasized by the PM would result in developing a confident society and a strong Bharat.

Could we in the ‘mainstream’ spare a thought for these simple, peace-loving, rural folk who look up to the ‘mainland’ for succour?

Business World

TFMC to observe Natl Handlooms Day on August 7 All Heads of Facilities to wear Handloom Masks

Aug 5, 2020 by Gouri Achary 0 Comments #all the Heads of Facilities and other Facilities Management professionals to wear Handloom Masks., #Facility management (FM), #National Handlooms Day on 7th August, #TFMC (Telangna Facilities Management Council)

TFMC (Telangna Facilities Management Council) to observe National Handlooms Day on 7th August. To mark and observe the occasion, all the Heads of Facilities and other Facilities Management professionals to wear Handloom Masks.

Facility management (FM) is a profession that improves business and lives by ensuring functionality, comfort, safety, and efficiency of the built environment and is practised by 25 million people around the world.

Disclosing this in a press note issued in the city, Satyanarayana Mathala, President of 400 members strong body of Telangana Facilities Management Council informed that they will take a Virtual Oath to Pledge their support to Handlooms. A Handloom Mela Calendar for the year 2020 and 2021 will be unveiled.

TFMC has been promoting ‘Handlooms Monday’ initiative for the past couple of years to encourage nearly six lakh IT employees working in over 400 companies water Handloom Clothes every Monday. To promote this TFMC has organised a series of Handloom Melas in various office in the IT Corridor in the past three years. Through these melas IT employees birth handloom clothes worth Rs 1.2crore shared Satya.

Now that many are confined to Homes they would like to promote Handloom Masks.

The call was given by TFMC asking IT employees wear Handloom Masks Amjad evoked very good response. Many employees shared their pics wearing Handloom Masks.

Adds Satya, the Companies or representatives supporting Handlooms initiative include CN Rao Divyashree- CFO; IKEA – Sapna – Facilities Head; GUS – Anderson; Ram Murthy- Arcesium, Parusuram- Intelligence; Dharan – Zensar Technologies, Swarnalatha- CHUBB

Deepa; Rajouri- Clean Harbours; Sharfoddin- CTS; Nagaraju – Raheja IT Park and many others.

Business World

RBI approves appointment of Sashidhar Jagdishan as HDFC Bank’s new MD & CEO

Aug 5, 2020 by Gouri Achary 0 Comments #Chairperson, #HDFC Bank Limited., #Managing Director, #Mr Aditya Puri, #Mr Sashidhar Jagdishan as Managing Director & CEO of HDFC Bank., #Ms Shyamala Gopinath

The Reserve Bank of India approved the appointment of Mr Sashidhar Jagdishan as Managing Director & CEO of HDFC Bank. The appointment is for a period of 3 years beginning October 27, 2020, and is subject to the approval of the Bank’s board and shareholders.

Mr Aditya Puri, the iconic Managing Director who led the bank since inception retires on October 26, 2020.

“Sashi brings to the table a rare combination of IQ and EQ. Given his understanding of the business, coupled with a strong people connect, we’re confident that he’ll take the bank to the next level. My best wishes are always with him,” said Ms Shyamala Gopinath, Chairperson, HDFC Bank Limited.

“I congratulate Sashi on his appointment. He understands the Bank’s ethos, a culture which has made it what it is. Given our inherent strengths and now Sashi’s leadership, I believe that the best of the Bank is yet to come,” said Mr Aditya Puri, Managing Director, HDFC Bank Limited.

“I’m humbled by this. I fully recognise that Mr Puri’s are huge shoes to fill. But I’m confident that with the support of my colleagues, the board, other stakeholders, and indeed God’s grace, I’ll be able to live up to the faith that Mr Puri, the Board, and the regulator have reposed in me. I’ll leave no stone unturned to carry forward the rich legacy,” said Mr Jagdishan.

Sashi to his friends and colleagues, Mr Jagdishan joined the Bank in 1996 and has played a critical role in its growth ever since. Starting as a manager in the Finance department, he’s grown from strength to strength wearing different hats. In 1999, he became Business Head – Finance and in 2008, the Chief Financial Officer of the bank. In 2019, he was appointed the “Change Agent of the Bank’ and given additional responsibilities of Legal & Secretarial, Human Resource, Corporate Communication, Infrastructure & Administration, and CSR.

Mr Jagdishan has an overall experience of 30 years, 24 of which he’s spent in HDFC Bank. Prior to HDFC Bank, he had a 3-year stint with Deutsche Bank, AG, Mumbai.

Mr Jagdishan is a Science Graduate (Physics) from Mumbai University and a qualified Chartered Accountant. He also holds a Master’s degree in Economics of Money, Banking & Finance from the University of Sheffield, UK.

Business World

EMERGENCY NEUROSURGERY ON COVID-19 POSITIVE PATIENT AT MGM HEALTHCARE

Aug 5, 2020 by Gouri Achary 0 Comments #CEO, #Director & Group Head - Institute of Neurosciences & Spinal Disorders, #Harish Manian, #MGM Healthcare, #Remove term: Dr. K. Sridhar Dr. K. Sridhar

In these unprecedented times, when cases are heard about hospitals refusing to even admit or treat symptomatic COVID-19 suspects for any other ailments, MGM Healthcare, a multi-speciality quaternary care hospital in the heart of the city, not just admitted but also successfully completed an emergency neurosurgery procedure on a COVID-19 positive patient.

23-year patient was presented with a spinal tumour due to which he was suffering with severe lower back pain and a rapidly progressing numbness in his legs. Control of his bowel and bladder functions also became very difficult for him. Surgery was the need of the hour and the only option. But unfortunately, he tested COVID-19 positive.

Explaining the patient’s condition during admission, Dr. K. Sridhar, Director & Group Head – Institute of Neurosciences & Spinal Disorders, MGM Healthcare said, “Neuro emergencies cannot wait as any delay in management can have disastrous effects on the patient.”

“As the patient’s condition was rapidly deteriorating, we had no option but to perform the surgery despite being tested positive for COVID-19. Meticulous planning was needed with respect to manpower and logistics. Everyone in the team were sensitized on the use of PPEs to minimize the risk of exposure. The surgery had to be done with utmost precaution and safety, as the doctors, nurses and technicians were all at risk. At the same time, we were aware that his future lay in our hands. Despite the challenges, surgery was completed successfully and we mobilised him out of bed and got him to walk without pain the very next day,” he added.

Commenting on the case, Harish Manian, CEO, MGM Healthcare said, “There comes a time in the lives of medical professionals where despite adverse circumstances, a decision needs to be taken and implemented. These decisions are not the usual day-to-day decisions, but those where it’s a matter of life saving. It’s indeed gratifying experience to have been able to give a new lease of life to the young man.”

Business World

Sportz Village brings Experiential Sports Marketing to the centre stage with ‘PHYGITAL’

Aug 5, 2020 by Gouri Achary 0 Comments #‘Unlocking Sports for Kids - Configuring the New Normal for Consumer Engagement’, #a roundtable discussion, #Byjus, #Dabur & Nazara Technologies, #leading sports marketing firms in India, #Sportz Village Xp and Intin, #volving consumer preferences and needs

Sportz Village Xp and Intin recently organized a roundtable discussion with prominent CEO/CMOs to discuss the evolving consumer preferences and needs, market response owing to the pandemic and new avenues for engaging with kids through sports. The expert study paper titled ‘Unlocking Sports for Kids – Configuring the New Normal for Consumer Engagement’ summarizes the main conclusions of the roundtable and the way forward.

The Covid-19 pandemic has severely restricted human life, bringing ‘safety’ at the helm of everything. With every outdoor activity being halted for an undefined period, health and fitness, especially for kids, faces a challenge. Sportz Village XP, one of the leading sports marketing firms in India, took an initiative to unlock sports for kids taking into consideration every direct and indirect stakeholder associated with it, i.e. parents, sports platforms and brands.

The roundtable consisting of the top brass at Sportz Village, Byjus, Dabur & Nazara Technologies discussed the challenges in engaging with kids during COVID-19 as well as the shift in consumer behaviour. As marketers are reassessing whether they can deliver responsible consumer engagement programs through sports, Sportz Village Xp brings forth quality insights into the foreseeable future through ‘Phygital’ solutions to keep kids active and playing.

“COVID or no COVID, kids are born to play – for Health, Immunity & Happiness. Brands can now consider ‘Home as the New Playground’ to continue to engage with kids and parents in a positive manner. The Phygital solutions outlined in the paper combine the best of Digital and Physical to really add value to the child and parent’s life, thereby helping brands build a lasting, on-going and positive relationship with their consumers – especially in these times of stress and anxiety,” said Saumil Majmudar, CEO, Sportz Village on the importance of finding a solution to rebuild.

The paper also highlights COVID Impact Survey findings of parent’s response to a lack of physical activities. As high as 84% of the parents said that they were not happy with the increased 5-hour screen time on an average. Glaring concerns for loss of physical growth along with risks of psychological impact were pointed out by parents.

Atit Mehta, head of marketing, Byju’s, said, “Every phase of the lockdown is a bigger blow to the kids than the previous one, the challenges to engage the kids in the process of learning keep increasing as the time increases.”

The outcome of the roundtable was illuminating to carve the way for parents and brands alike to keep kids physically engaged during COVID. The application of ‘Phygital’ to build unique solutions to engage with kids at home in a safe, active and scalable manner is the need of the hour. Sportz Village Xp has yet again proven the expertise with smooth sailing of Active Club and Play At Home programme.

Part II of the expert study to be released in September 2020 will present consumer engagement solutions for the post-COVID world, keeping the focus on safety and immunity to build new avenues for physical activity.

As the curtains rise to a certain new normal, brands and marketers have an exciting opportunity to offer exhilarating and refreshing experiences to consumers, albeit in a safe and drastically new manner.

The Expert Study Paper can be downloaded here: https://sportzvillagexp.com/expert-study-paper-on-unlocking-sports-for-kids/

Business World

3M strengthens support towards disaster relief

Aug 5, 2020 by Gouri Achary 0 Comments #3M India, #Chief Executive Officer, #donation of USD 5Mn to United Way Worldwide’s COVID-19 Community Response and Recovery Fund t, #Manish Michael, #MD, #Mr. Ramadurai, #Mr. Ramesh Ramadurai, #United Way India

CoVID-19 and the ongoing lockdown has created unprecedented health and humanitarian crisis bringing a sharp focus on the plight of migrant workers across the country. As the pandemic evolves, 3M India has extended its efforts to help the vulnerable communities build resilience to brave its impact on their lives. In this direction, the US-based parent company has announced that they will provide USD 300,000 contribution from 3Mgives. 3Mgives’ mission is to improve every life through innovative giving in education, community and the environment. 3Mgives has made a donation of USD 5Mn to United Way Worldwide’s COVID-19 Community Response and Recovery Fund to support vulnerable populations. Out of the total contribution, USD 300,000 has been allocated to India. Leveraging its partnership with United Way India, 3M will use these funds to strengthen healthcare infrastructure in government hospitals in hotspot areas, covering critical medical equipment and general hospital up-gradation.

3M’s employees in India were keen to support the nation’s fight against the pandemic, which saw them voluntarily contributing towards relief funds for Karnataka and Maharashtra. To enhance this gesture, the company matched employees’ contributions, which was donated to the PM Cares fund.

In other COVID response activities, 3M India’s activities are being guided under three considerations-

most affected geographies– dividing support to vulnerable communities across the top five affected states of Maharashtra, Karnataka, Rajasthan, Gujarat and Delhi NCR
vulnerability of communities– allocation towards the migrant workers, hospitals and non-healthcare frontline workers such as police and sanitation workers and
critical needs of communities– to focus on hunger and food security, healthcare infrastructure and safety of frontline workers.

Elaborating on the initiatives, Mr. Ramesh Ramadurai, MD, 3M India said, “Since the outbreak, we have been closely working with various government agencies and hospitals to ensure our personal safety products are available for medical, healthcare and other frontline workers. The USD 300,000 fund allocation is another testament of 3M’s global commitment to supporting our communities and improving lives. Through United Way of Bengaluru, we have identified a need for hospital infrastructure critical for COVID-19 treatment in vulnerable areas of several cities. We have decided to allocate 100% of the grant towards strengthening this”.

Even within the areas immediately surrounding 3M plants, the company is working with local authorities to address the needs in the community. During lockdown, the company served close to 3500 migrant workers and their families with cooked meals (lunch and dinner) near the Ranjangaon plant in Pune. The company distributed close to 50,000 meals till date from 3M approved canteen kitchens, taking care to observe social distancing norms. The company has also distributed dry rations of sugar and edible oil to the local community kitchens feeding over 90,000 people.

West Bengal was struck with CoVID first, followed by Cyclone Amphan. Leveraging its ‘adopt an Anganwadi” initiative in partnership with United Way, Kolkata, 3M has set up disaster response towards relief and rehabilitation work, to support the Amphan cyclone-affected regions in the slums of Shalimar, Howrah, Khidderpore, Chetla and Tollygunge. About 3700+ families are expected to be benefited by the intervention through creation of shelters and distribution of dry ration and hygiene kits.

“Once the pandemic is controlled, it will be important to build resilience amongst the worst affected communities. We intend to strategically plan projects in these communities broadly focussing on education, community issues and long-term impact such as strengthening our healthcare systems to meet future pandemic outbreaks”. said Mr. Ramadurai.

Manish Michael, Chief Executive Officer, United Way India, adds “3M is a Global Corporate Leader of United Way Worldwide’s programs, working with our network across the globe to address the most pressing human needs. In India as well, 3M always stood to support communities’ immediate need as well as initiatives with long term sustainable impact. COVID-19 pandemic has unleashed unprecedented issues amongst vulnerable communities, and we are grateful for 3M’s support to hospitals in several Indian cities that are serving COVID 19 patients”.

Globally, 3Mgives has increased humanitarian aid commitment to fight COVID-19, providing $20 million for community partners that are working on COVID-19 support around the world.

Business World

Are you still wondering #KahanGayiCadbury?

Aug 5, 2020 by Gouri Achary 0 Comments #- #KahanGayiCadbury? (Where did Cadbury go?), ##SweetSecretParty, #Associate Director – Marketing (Biscuits), #Cadbury Chocobakes Choc Layered Cakes., #Mondelez India, #Sudhanshu Nagpal

For over 70 years now, ‘Cadbury’ has defined the real taste of chocolate for Indians. Riding on this strong legacy and unmatched brand love, Mondelez India, the makers and bakers of some of India’s favourite snacking brands – Cadbury Dairy Milk, Cadbury Bournvita, Oreo etc. has successfully expanded the portfolio into related categories by driving the taste of chocolate as a snack – beyond the bar. But what happens when, in a wildly unexpected step, Cadbury decides to drop its most iconic asset from much-loved brands like Cadbury Dairy Milk, Cadbury Dairy Milk Silk and Cadbury Gems. This became the talk of the town and the world wondered – #KahanGayiCadbury? (Where did Cadbury go?)

Cadbury had disappeared from social media pages, billboards, print ads, direction signboards and shockingly from the collection of the Asia record-holding Chocolate Wrapper Collector, Devam Baghel. But the question remained – #KahanGayiCadbury? A mystery that has the internet buzzing, with people missing Cadbury and curious about where it could be. Some celebrities were also seen telling tales of their missing Cadbury.

Are you still wondering #KahanGayiCadbury?

All these events point to a big mystery built by Mondelez India. But In the middle of this confusion, Cadbury Chocobakes came forward to claim that it knows the answer to #KahanGayiCadbury? The brand left everyone anxious and excited. And finally, the secret was unveiled at the #SweetSecretParty hosted by the well-known celebrities Gaurav Kapur, Aparshakti Khurana, Shibani Dandekar, Neeti Mohan, Shivesh Bhatia and many eager fans. The answer to #KahanGayiCadbury? – Cadbury is now in a Cake, with the launch of Cadbury Chocobakes Choc Layered Cakes.

Commenting on the campaign, Sudhanshu Nagpal, Associate Director – Marketing (Biscuits), Mondelez India said, “With #KahanGayiCadbury activation, we wanted to build intrigue among consumers and have them imagine a world without Cadbury. This became a perfect segue into the unveil of the newest addition to the Cadbury family – the new ‘Meetha Chhupa Rustom’ Cadbury Chocobakes Choc Layered Cakes. Following this intriguing activation, a 360-degree campaign will further support the launch, taking the Meetha Chhupa Rustom thought a step forward.”

Today with the strong Cadbury legacy and an established play in biscuits and cookies, Mondelez India is well placed to expand into the bakery and cakes segment with layered cakes. With Cadbury Chocobakes Choc Layered Cakes, the individually wrapped chocolatey cakes, the company is not only providing a new eat experience but driving consumer convenience both for in-home and on the go consumption. This is an important milestone in the journey of the company in India. This is the company’s second launch under the Chocobakery sub-category, in less than a year, after the successful launch of Cadbury Chocobakes Choco-filled Cookies. To support this launch, apart from the exciting #KahanGayiCadbury activation, the company also recently launched a heart-warming new film, as part of the second leg of the ‘Meetha Chhupa Rustom’ narrative.

Commenting on the #KahanGayiCadbury activation, Akshay Seth, Group Creative Director & Chinmay Raut, Senior Creative Director, Ogilvy India, said, “This is an integrated campaign in the true sense. An extremely intriguing teaser phase that made the nation wonder #KahanGayiCadbury as we made the iconic Cadbury logo disappear from various brand assets, print ads, directional signages; even roped in Asia’s record holding chocolate wrapper collector. Kudos to the client and our talented team for making this happen almost overnight. The reveal was Cadbury hiding in a cake, the newest member in the ChocoBakes range. The launch film for the same brings to life the brand proposition of Meetha Chhupa Rustom with a very memorable, charming film starring a naughty baby, one that is sure to make its place in viewers’ hearts.”

Conceptualized by Mondelez India & Ogilvy, the film showcases a sweet bonding moment being shared between an elder brother and his younger sibling, wherein he compares the baby’s characteristics to that of the Cadbury Chocobakes Choc Layered Cakes. Just like the cake that he bites into, which shows no hint of a hidden layer of melted sweetness, the baby too seems quite innocent until left alone with his brother. The playful naughtiness comes to the fore as soon as the brothers share a private moment much like the cake that reveals its mouth-watering sweetness once being bitten into showcasing that there is a ‘Chhupa Rustom’ or ‘Sweet Secret’ in each of us.

Check out the TVC here – https://www.youtube.com/watch?v=6nr2VP6uvCM