‘Meetha Chupa Rustom’ Mondelez India launches new campaign ‘KAHAN GAYI CADBURY’

For the launch of Cadbury Chocobakes Choc Layered Cakes, Mondelez India launched a campaign #KahanGayiCadbury?

Built by Mondelez India all these events point to a big mystery. In the middle of this confusion, Cadbury Chocobakes came forward to claim that it knows the answer to #KahanGayiCadbury? 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.

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 and it was Conceptualised by Mondelez India and Ogilvy. 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.

The company said Cadbury had disappeared from social media pages, billboards, print ads, direction sign boards 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, it added.

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.”

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.”