Tag: Anil Viswanathan

Anil Viswanathan, Senior Director - Marketing, Mondelez India
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Mondelez India Marks Its Foray into The Snack Bar Category, with Cadbury Fuse Fit

Sep 10, 2021 by Rekha Nair 0 Comments #Anil Viswanathan, #Mondelez India, #Senior Director: Marketing

INDIA  – Mondelez India, the makers and bakers of some of India’s favourite snacking brands – Cadbury Dairy Milk, Bournvita, and Oreo among others, today announced its foray into the exciting snack bar category, with the launch of new Cadbury Fuse Fit. With this innovation, the company aims to develop the current niche and growing snack bar segment, with evolving consumers who choose ‘good for you’ alternatives in daily snacking. With delicious Cadbury milk chocolate as a bedrock, the snack bar packs together the goodness of peanuts and almonds that make for 50% of the bar, fulfilling 10% of the daily protein requirement.

Anil Viswanathan, Senior Director – Marketing, Mondelez India, said, “Consumers are now increasingly looking for on-the-go snacks that could be for mid-morning hunger, mental stimulation or even to break fatigue, as they spend most time at home. With that, they are also making discerning snacking choices that deliver both – goodness & taste – a pandemic-infused change that is here to stay. As a snacking leader that has defined eat experiences in the country, striking the right chord with the ever-evolving consumer palate, we truly believe that there exists untapped potential for the category that we are well poised to fulfil. By extending our play into this niche segment, with Cadbury Fuse Fit, we are set to yet again bring alive our vision to empower our consumers with more choice and solidify brand love for our products.”

Cadbury Fuse Fit introduces a new eating experience to consumers that brings the best of two worlds together – taste and goodness, making it a snack that can be consumed anytime in moments of hunger. Cadbury Fuse Fit is being launched in two variants of Almonds and peanuts, and Cranberry and Nuts, in a first of its kind transparent packaging. This mouth-watering protein-packed snack bar is priced at Rs. 50 for 40 gms and is all set to end the overthinking dilemma around taste vs goodness.

The launch of Cadbury Fuse Fit will be supported by a 360-degree communication campaign, that includes a digital activation, outdoor, tie-ups in fitness ecosystem like gyms & apps and influencer engagement initiatives, in addition to consumer sampling to drive trials via multiple channels.

Alia Bhatt’s New Mantra in Life Is To ‘Take It Light’ With Cadbury Perk
Business World, News

Alia Bhatt’s New Mantra in Life Is To ‘Take It Light’ With Cadbury Perk

Mar 6, 2021 by Rekha Nair 0 Comments #Anil Viswanathan, #Chief Creative Officer, #Insights and Analytics, #Marketing (Chocolates), #Mondelez India, #Ogilvy India, #Senior Director, #Sukesh Nayak

INDIA  – Cadbury Perk, one of Mondelez India’s iconic and fun brands, is all set to launch yet another jocular campaign with Bollywood Actress Alia Bhatt. Through a delightful digital film featuring the youth icon, Cadbury Perk is encouraging consumers to face life’s twist and turns, with a light attitude – manifesting the message ‘Take It Light’.

Anil Viswanathan, Senior Director, Marketing (Chocolates), Insights and Analytics, Mondelez India, said, “Cadbury Perk has been rooted in the youth culture, since its inception almost 25 years ago, owing to its fun persona and relevant messaging – we propagated the message of ‘Masti’ from 2015 which resonated well and helped establish Perk as a fun brand. This time, we wanted to be rooted in the product and reinforce the delightfully light eat-experience of Perk. Today’s youth believe in facing life’s stresses with lightness. Our launch film and tagline ‘Perk khao, Light ho jao’ attempts to land the message that Perk is THE light chocolate, in a fun manner, through the route of levitation. In the past, we have had lively and high-spirited personalities to cater to the youth cosmos like Preity Zinta, Genelia D’souza and Ananya Panday who embody what Cadbury Perk stands for – youth, fun and Joie De Vivre. With Alia Bhatt back on-board as the face of the brand, we are positive that she will bring the ‘Take It Light’ proposition to life effortlessly with her bubbly persona and strong youth connect.”

Brand Ambassador, Alia Bhatt, said, “Super thrilled to be back with brand Cadbury Perk – one of my favourite chocolate brands. A brand that is fun and easy-going, Cadbury Perk reflects my own playful personality and mantra in life – to ‘Take It Light’! The entire experience from the shoot to all the intrigue we created pre-launch was fun too.”

The new campaign is supported by a captivating digital film: Udd Gaye, starring Alia Bhatt and Pavail Gulati. The film begins with a very blissful setting of a wedding mandap where Alia and Pavail aka the groom, are seen performing the ‘Jaimala’/garland ceremony where Pavail’s friends lift him on their shoulders as a ritual while making it a challenge for Alia to reach him. Being her bubbly self, Alia embraces the challenge, takes a bit of the light and crunchy Cadbury Perk levitating herself off the ground and puts the garland around his neck exhibiting the message of ‘Perk khao, light ho jao’.

Sukesh Nayak, Chief Creative Officer, Ogilvy India said, “This is a super fun idea on lightness, executing this was truly a ball. Working with Alia, Pavail and Bob was just lots of masti. I believe, the social surround around the idea and the film will beautifully bring the core idea to life – Perk khao, light ho jao.”

To bring alive the launch of the digital film, the stage was first set by building intrigue around Alia Bhatt’s association through impactful social media and influencer engagement, followed by unveiling the film poster showcase, leading to the final launch of the digital film.

Link to the Digital Film: https://youtu.be/ezyzON3q7Mo

Mondelez India Launches ‘Cadbury Dairy Milk Silk Mousse’ The Richest Tasting Silk Ever, With A First Of Its Kind Indulgent Experience
Business World, News

Mondelez India Launches ‘Cadbury Dairy Milk Silk Mousse’ The Richest Tasting Silk Ever, With A First Of Its Kind Indulgent Experience

Jan 16, 2021 by Rekha Nair 0 Comments ##ScoopIntoChocolateHeaven, #Anil Viswanathan, #Insights and Analytics, #Marketing (Chocolates), #Mondelez India, #Senior Director

INDIA: Mondelez India, the makers and bakers of some of the country’s favourite snacking brands – Cadbury Dairy Milk, Bournvita, Oreo, etc.,  announced the launch of yet another unique product innovation under its premium chocolate segment, Cadbury Dairy Milk Silk Mousse, kick-starting the New Year on a premium chocolatey note. This latest entrant from the house of Cadbury Dairy Milk Silk offers a decadent combination of light, micro-aerated mousse filling inside a smooth and creamy Cadbury Dairy Milk Silk chocolate bar, which is sure to take over the consumer palate, with the first of its kind luxurious taste experience for their moments of self-indulgence.

Commenting on this new launch Anil Viswanathan, Senior Director, Marketing (chocolates), Insights and Analytics, Mondelez India, said, “With new product innovation as one of the cornerstone of our growth strategy, Cadbury Dairy Milk Silk has always stood for the best taste of chocolate in the country, pioneering an assortment of first of its kind experiences for the consumers. With its light texture of the mousse centre filling whisked to perfection, Cadbury Dairy Milk Silk Mousse is the ultimate indulgent experience that is sure to delight our consumers who are always on the lookout for unique and innovative experiences. We believe that this innovation created in line with our efforts to redefine the chocolate eating experience will help us further capitalize on the premium segment as we expand our snacking footprint in the country.’’

After fortifying its premium chocolate credential with an array of successful launches like India’s first ‘center-filled’ Chocolate – Cadbury Dairy Milk Silk Caramello, India’s first ‘aerated’ Chocolate – Cadbury Dairy Milk Silk Bubbly, global innovation bundles like Cadbury Dairy Milk Marvellous Creations, and the most recent unique eat experiences like Cadbury Dark Milk, Cadbury Dairy Milk Silk Oreo & Cadbury Dairy Milk Silk Oreo Red Velvet, Cadbury Dairy Milk Silk Mousse further takes the brand’s innovation prowess a notch higher rooted in deep consumer insights and global expertise in chocolate.

With deliciousness in every scoop, Cadbury Dairy Milk Silk Mousse is crafted using Micro Aeration technology. The new decadent bundle from Cadbury Dairy Milk Silk is being launched with a high intensity multi touch-point IMC campaign #ScoopIntoChocolateHeaven at the back of a film on TV & digital platforms, social media influencer strategy, impactful in-store visibility, on-ground & outdoor activation. Priced at Rs. 80 and Rs. 175, Cadbury Dairy Milk Silk Mousse is all set to give chocolate lovers an eat experience full of indulgence unlike any they’ve tasted before!

News

Indulgence meets technology with Cadbury 5Star’s latest campaign ‘5Star Do Nothing Assistant’ in association with Google

Dec 23, 2020 by Rekha Nair 0 Comments #Anil Viswanathan, #Chief Client Officer & West Head, #Chief Creative Officer, #Insights and Analytics, #Marketing (Chocolates), #Mondelez India, #Ogilvy India, #Senior Director, #Shekhar Banerjee, #Sukesh Nayak

INDIA Mondelez India’s iconic brand Cadbury 5Star is back again with yet another quirky campaign that brings together the perfect fusion of indulgence and technology while manifesting the brands prevailing ‘Do Nothing’ proposition. In partnership with Google and conceptualized by Ogilvy, the brand is upping its game a notch higher by introducing the ‘5Star Do Nothing Assistant’, the first-ever AI that helps you do nothing.

While most mobile assistants help you become more productive, the 5Star Do Nothing mode on every android device with Google Assistant gives you more perspective and does the exact reverse. All you need to do is, say “Ok Google, eat a 5Star” to get your Google Assistant to lean back, relax, and motivate you to do nothing as well.

The AI has hundreds of built-in responses and is trained to answer any question you might have with a cheeky response that makes you rethink your plans and wonder if you are better off just doing nothing.

Commenting on the latest campaign and efforts, Anil Viswanathan, Senior Director, Marketing (Chocolates), Insights and Analytics, Mondelez India, said, “Cadbury 5Star has always been at the heart of our country’s youth culture through its innovative campaigns and quirky narratives weaved into relatable scenarios. With the ‘Do Nothing’ campaign, our focus has been to generate some light-hearted relief in serious times and reiterate the most important message of today to unwind and take a break. We are taking this a step ahead with our latest association with the Google Assistant to create a humorous and chocolaty experience for our target audience, strengthen our consumer connect and further propagate our brand message. This campaign is a testimony of 5Star’s brand persona of being witty and quirky which perfectly resonates with Gen Z who are increasingly getting inclined towards all things tech.”

Sukesh Nayak, Chief Creative Officer, Ogilvy India said: “Today’s digitally native youth are always hungry to pack more into their day and AI assistants help them multitask and do more. However, at times, it’s also good to just chill. So, we helped people, do just that. Say “Ok Google. Eat a 5Star” and enter the ‘DO NOTHING MODE’ and then enjoy the Google Assistant help you do nothing. Answers to most commonly asked questions are ready in this mode. So, give it a try and enjoy doing nothing.”

The roll out of the campaign will be supported by a 360-degree communication approach, designed to encourage the youth to get a first-hand experience of the latest feature at the back of digital films, radio, social media and influencer-led activations.

Shekhar Banerjee, Chief Client Officer & West Head, Wavemaker India said: “This is yet another example that advertising is not limited to any format, but we need to focus on the core brand idea, the right platform and the connection we build with our audiences. This is a great example of Personalization @ Scale, every user differently interacts with their voice assistant, we are making sure we reach these different audiences and make 5Star relevant.”

Business World

Mondelez India urges ‘Goodness’ this Diwali, through Cadbury Celebrations’ ‘Most Generous Ad’ and other exciting initiatives

Nov 6, 2020 by Gouri Achary 0 Comments #Anil Viswanathan, #Arjun Kapoor, #Cadbury Celebrations, #Cadbury Cocoa, #Diwali, #Mondelez India, #OREO, #Yuvraj Singh

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 the 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 hold 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-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.

Context AV: https://youtu.be/3xo02IWsK1wWatch the ‘Most Generous Ad’ here: https://youtu.be/So16ZBPK6mo
Someone watching in Golf Course Road, Gurgaon will receive and see this ad: https://youtu.be/IINV8D6wyDc
Someone watching in Mahalakshmi will see this ad: https://youtu.be/4abjNU9m-f0
Someone watching in Powai will see this: https://youtu.be/YLrd_JbMLLw

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 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 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 a 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.

This festive season, the world’s favourite 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.

Business World

Presenting India’s New Cadbury Dairy Milk – Hint O’Mint and Panjeer, made by our consumers, for our consumers!

Sep 25, 2020 by Gouri Achary 0 Comments #Anil Viswanathan, #Hint O’Mint, #India’s New Cadbury Dairy Milk, #Panjeer

The sweet battle of Cadbury inventors has finally come to an end. Mondelez India, the makers and bakers of some of India’s leading snacking brands like Cadbury Dairy Milk, 5Star, Oreo, Bournvita, etc., today announced the winning flavours of the ‘go Madbury for Cadbury’ campaign. Introducing Cadbury Dairy Milk Hint O’Mint, made with Cadbury Bournville flavour and Mint crystals, and Cadbury Dairy Milk Paanjeer, a combination of Paan flavour and Anjeer bites, created by Cadbury lovers Apoorva Rajan (Bengaluru) and Prabhjot Anand (Punjab), respectively. With the resounding success of Madbury’s debut edition – with more than 800k entries, the company is all set to launch Madbury 2.0, asking consumers “Kahaan Se Aayegi Hamari Agli Cadbury?”.

Anil Viswanathan, Senior Director – Marketing (Chocolates), Insights and Analytics, Mondelez India, said “Cadbury Dairy Milk’s ubiquity has been melted into unique versions to fulfil the various snacking needs of the nation, which reiterates its entrenchment in the lives of our consumers, as a household ingredient. Therefore, we launched Madbury to give all the chocolate lovers a chance to create their ‘Home Wala’ Cadbury, by experimenting with flavours and ingredients of their choice. As a result, further strengthening our consumer connect. It was elating to see such creative and unique ideas and combinations of flavours that people wanted to amalgamate with the taste of their favourite chocolate bar and brought out the love Indians have for desi/ localized flavours. Considering the incredible response that the first edition generated, we are now thrilled to roll out Madbury 2.0 and expect greater participation across the country.

As a company, Mondelez India is always looking for ways to innovate and excite consumers, and Madbury is yet another attempt to further strengthen our connection through an engaging campaign curated ‘of the people, by the people and for the people’. We can’t wait to see what other exciting flavours will be introduced to the world of Cadbury!”

The first edition of Madbury garnered more than 823 million impressions across platforms, 205 million views, and engaged with 1.7 crore consumers. As a result, the love for local flavours came to the fore with suggestions of Cadbury versions like- Chai and Elaichi, Paan and Mixed Berries, Kulfi and Badam, Cashew and Mishtidoi, etc. amidst an array of other ingredients. This is truly a consumer-centric initiative – special chocolate bars made by consumers, for consumers. The consumers finally voted for the Top 2 winning flavours. Supporting this consumer-centric launch, the brand will associate with Indian Celebrity Chef Kunal Kapoor, to create some special digital engagement for the winners and the winning flavours. These limited-edition bars – Cadbury Dairy Milk Hint O’Mint and Cadbury Dairy Milk Paanjeer, are all set to hit the shelves and delight consumers, by the first week of October 2020.

Comprehending the enthusiasm and rigor with which the consumers participated to showcase their culinary creativity, Mondelez India is now all set to launch the second edition of the campaign- Madbury 2.0, asking consumers “Kahaan Se Aayegi Hamari Agli Cadbury”. This year, the brand will take it a notch higher by inducing a sense of competition across different parts of the country. They will also introduce a white chocolate mass in addition to the milk chocolate mass that was available in the previous edition, presenting the consumer with a whole new avenue to experiment and come up with exciting new combinations. Madbury 2.0 will witness 3 winners and will go live from September 28, 2020, till October 30, 2020.

Business World

Mondelez India brings back Cadbury Dairy Milk Silk Heart Pop, with special-edition ‘I Missed You’ packs

Aug 19, 2020 by Gouri Achary 0 Comments #‘I Missed You’, #Anil Viswanathan, #Cadbury Dairy Milk Silk Heart Pop, #Insights & Analytics, #Kartik Aaryan, #Mondelez India, #Senior Director – Marketing (Chocolates)

India, August 19, 2020: There is no denying the fact that social distancing and the imposition of lockdown has resulted in a lot of people staying apart from their loved ones. However, with the easing of restrictions and life taking a turn towards normalcy, it is time to finally bridge the distance and initiate that much-awaited meeting with friends, family and the special someone. Realizing the importance of the first meeting post the lockdown, Mondelez India, the makers and bakers of some of India’s iconic snacking brands, aims to help couples celebrate this milestone and reconnect on a romantic note with the launch of limited-edition Cadbury Dairy Milk Silk Heart Pop 2.0 ‘I Missed You’ pack.

Commenting on this launch, Anil Viswanathan, Senior Director – Marketing (Chocolates), Insights & Analytics, Mondelez India said, “Having created several special occasions and represented a plethora of emotions, Cadbury Dairy Milk Silk has always stood out as an icon of love and celebration amongst the country’s youth. It has turned into the perfect manifestation of a romantic gesture, so much so, that the brand has become an intrinsic part of the youth culture. Understanding that the first meeting after lockdown is going to rather be a memorable one, our aim is to help couples express their emotions when words fall short and add a heartwarming touch with Cadbury Dairy Milk Silk Heart Pop ‘I Missed You’ pack. As the chocolate market leaders, we will continue to identify new occasions while empowering our consumers to convey the right emotions through our products and cherish each moment in the most memorable way possible.”

The bar is a perfect articulation of every young couple’s emotion for each day they’ve stayed apart from each other and a marker of sweet moments of pure love that they missed. In order to drive deeper resonance with the youth of the country, Kartik Aaryan, along with other celebrity influencers will nudge people to make their post lockdown experience memorable and remind them to continue living up to their promise of never letting go through an exciting consumer engagement campaign.

With this limited-edition launch, for the very first time, Cadbury Dairy Milk Silk will be releasing the much-loved Heart Pop bar, beyond Valentine’s Day, continuing to nudge the youth by asking ‘How Far Will You Go for Love’. This limited-edition Cadbury Dairy Milk Silk Heart Pop 2.0 ‘I Miss You’ packs will be available at Rs. 160, across traditional & modern trade stores near you, and e-commerce platforms, as well.

Business World

Cadbury’s Unity Bar celebrates the spirit of India on our 74th Independence Day

Aug 15, 2020 by Gouri Achary 0 Comments #Anil Viswanathan, #Cadbury’s Unity Bar, #CCO, #Director – Marketing (Chocolates), #Insights & Analytics, #Mondelez India, #Ogilvy India, #Sukesh Nayak

Mondelez India unveiled its special limited-edition Cadbury Unity Bar to celebrate the spirit of India on our 74th Independence Day, today. This very special Cadbury bar – a combination of dark, blended, milk and white chocolate united in one bar, epitomizes the common sweetness that defines us in India, even during the not so sweet and difficult times. It celebrates our Unity in Adversity – showcasing the inherent sweetness in every Indian that has united us during these tough times.

Anil Viswanathan, Director – Marketing (Chocolates), Insights & Analytics, Mondelez India, said, “We understand the role our brands play in people’s lives as we continue to spread the message of generosity and goodness. The focus of the Unity Bar this year is on all Indians and the intrinsic sweetness that brings us together despite external adversity. The concept is a celebration of our shared sweetness – shared during not so sweet times among the country’s diverse citizens.”

Commenting on behalf of the creative agency behind Unity Bar, Sukesh Nayak, CCO, Ogilvy India, said, “The brief was simple – how do we express a common sentiment of a billion people? The theme beautifully personifies the shared characteristics of people that are united because of their sweetness. The work has been designed for multiple platforms and will be led by video and static pieces.”

To spread the message of generosity and goodness further, Mondelez India has also committed all the proceeds from the sale of the Cadbury Unity Bar to the India FoodBanking Network (IFBN) – donating chocolate bars equivalent to the total proceeds to those in need.

The launch of the Cadbury Unity Bar is supported by an engaging digital activation, print advertisements and a heart-warming new film. The brand is also bringing back its popular composition of ‘Kuch Khaas Hai, Hum Sabhi Mein’ to this campaign which truly reflects the sentiment and feeling of the people in current times. The limited-edition Cadbury Unity Bar is priced at INR 200 and is available for order exclusively on Flipkart starting today (Aug 14).