Tag: Sudhanshu Nagpal

News

For the Very First Time, Father-Daughter Duo MS Dhoni and Ziva, Join the Playful OREO Brigade For #OreoPlayPledge

Jan 6, 2021 by Rekha Nair 0 Comments ##OreoPlayPledge, #and Mark McDonald, #Associate Director – Marketing (Biscuits), #Digitas India, #Executive Vice President and Head of Creative, #Leo Burnett, #Managing Director - India and Chief Creative Officer - South Asia, #Mondelez India, #MS Dhoni and Ziva, #Rajdeepak Das, #Sudhanshu Nagpal

INDIA: Building on the proposition to bring families closer by encouraging playful connections, OREO, the world’s No.1 and India’s favourite cookie brand, is further fortifying its promise of infusing a dose of fun in everyone’s life with its latest campaign #OreoPlayPledge. With this campaign, the brand is putting its purpose into action and inspiring people to snooze away from their busy lifestyles and take a pledge to create and cherish the much-needed moments of fun with their loved ones. This sentiment will be brought alive by the much-loved father-daughter duo – former team India Cricket captain, MS Dhoni and his daughter, Ziva Dhoni, offering Oreo fanatics a glimpse of their playful connection on-screen.

Commenting on the campaign, Sudhanshu Nagpal, Associate Director – Marketing (Biscuits), Mondelez India, said, “As one of the country’s most loved brands, Oreo has always strived to spark playfulness and inspire connection moments in our consumer’s lives. However, in current times, amidst blurring lines between personal and professional life, carving out valuable family connection moments has come to assume even more importance. So, as we wrap up what was a tough year, and enter 2021 with much anticipation, we are launching this new campaign called #OreoPlayPledge in month of January. Oreo’s endeavour through this campaign will be to infuse positivity and inspire our consumers to create more play-connect time with their loved ones in times ahead. We are also bringing MS Dhoni and Ziva on board as Oreo brand ambassadors for this campaign. Given their loving relationship & playful chemistry, we believe the duo will be Oreo’s best partners to bring this campaign alive and inspire our audiences to join the bandwagon of Oreo playful pledges.”

Sharing his experience, MS Dhoni said, “Shooting with Ziva for the first time was a delightful experience for me. It was fun to share our playful moments on screen with Oreo, our favourite cookie. Ziva & I had a great time on the set for the new campaign, #OreoPlayPledge which has a beautiful message. It inspires you to make a commitment to take out time to connect playfully with your family. This is a challenge I’ve personally faced as a parent too and it feels great to be associated with Oreo to spark a positive change with the power of playfulness.”

The new TVC, conceptualised by Publicis Group for Mondelez India, showcases MS Dhoni and Ziva Dhoni on a bright Sunday morning, baking a cake for Ziva’s mom. However, this task comes with a twist! For every Oreo cookie they place as garnish on the cake, they take a pledge to spend more time with each other. The funny and mischievous conversation and playtime between Dhoni and Ziva ends with a sweet ‘Twist, Lick, Dunk’ moment reiterating the thought that ‘The more we stay playful, the more we connect’, and inspiring people to share their playful pledge on www.OreoPlayPledge.com.

Rajdeepak Das, Managing Director – India and Chief Creative Officer – South Asia, Leo Burnett, and Mark McDonald, Executive Vice President and Head of Creative, Digitas India, explain how the gruelling lockdown and all the anxiety makes reconnecting with our loved ones more important than ever. “Play is the universal language of connecting with one another. So, as we step into a new year, our campaign encourages everyone to take the ‘Play Pledge’ with Oreo,” Rajdeepak says. Mark adds, “We’re looking to launch and build on-going conversations with our consumers to commit to creating and enjoying moments of fun with their kids. And we’re confident that MS Dhoni and his daughter Ziva are the perfect ambassadors to bring this message alive.”

News

Mondelez India Launches Bournvita Crunchy

Dec 17, 2020 by Rekha Nair 0 Comments #Akshay Seth, #Associate Director – Marketing (Biscuits), #Group Creative Director, #Mondelez India, #Ogilvy India, #Ogilvy India and Chinmay Raut, #Senior Creative Director, #Sudhanshu Nagpal

INDIA :Mondelez India, the makers and bakers of some of India’s favourite snacking brands – Cadbury Dairy Milk, Bournvita, Oreo, etc., announced its expansion into the wholesome biscuits segment with the launch of Bournvita Crunchy. With this new launch – ‘A Crunchy Bite of Wholegrains & Berries’, the company is further strengthening its ‘Better for You’ product offering, fulfilling the constantly evolving snacking needs of consumers looking for balanced indulgence. Bournvita Crunchy will be available on shelves, across the country, from mid-December 2020.

Commenting on this new launch Sudhanshu Nagpal, Associate Director – Marketing (Biscuits), Mondelez India said, “As per our recently released State of Snacking TM Report, most Indian adults say they are snacking more today, than before. Given the unprecedented times, health and hygiene has become very important for our consumers and they are looking up to their trusted snacking brands for nourishment and wellbeing. Taste continues to remain an important factor for our consumers, as they choose snacks to create eat experiences with their families, at home. Bournvita Crunchy brings together the best of our global category expertise and innovation with these local insights and experience.

Our endeavour has always been to provide unique eat experiences and a broad range of product offerings to our consumers – from indulgent to wholesome. Our latest launch – Bournvita Crunchy, is in line with this commitment and we’re confident that this wholesome product with provide our consumers with a ‘guilt-free’ snacking experience.”

Bournvita Crunchy will be yet another addition to the ‘better for you’ product from Mondelez India, that includes products like Cadbury Dairy Milk – 30% Less Sugar, Bournvita Biscuits, various portion control Home Treat packs etc. Bournvita Crunchy is priced at INR 30 for a tray pack (100 gms) and INR 60 for a carton pack of (200 gms).

The launch will be supported with a high-decibel integrated marketing campaign, including a TVC, in line with Bournvita Biscuits’ much-loved proposition – ‘No More Excuses’. Conceptualised by Ogilvy, the TVC funnily breaks down the label of wholesome snacks being boring and reiterates that one can focus on their well-being without compromising on the taste by letting consumers know that ‘Ab badon ke bhi bahane khatam’.

Commenting on the TVC, Akshay Seth, Group Creative Director, Ogilvy India and Chinmay Raut, Senior Creative Director, Ogilvy India, said, “In today’s times, the emphasis on healthy eating has increased manifold. But adults, like children, are equally fussy about healthy eating. The Bournvita Biscuits Crunchy launch gives the brand proposition of #NoMoreExcuses a new dimension by highlighting the child-like behaviour adults exhibit at the mention of wholegrain and how they do a U-turn when they realize that healthy can be tasty.”

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?
Are you still wondering #KahanGayiCadbury?
Are you still wondering #KahanGayiCadbury?
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.”

Are you still wondering #KahanGayiCadbury?
Are you still wondering #KahanGayiCadbury?
Are you still wondering #KahanGayiCadbury?
Are you still wondering #KahanGayiCadbury?

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.”

Are you still wondering #KahanGayiCadbury?
Are you still wondering #KahanGayiCadbury?

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