The question here lies about how Cadbury was able to carve this niche for itself. The variants from the brand are used for different reasons. If, on one hand, the Silk version of it owns its own romantic space, the Cadbury celebration is a must-have during the festive seasons and the original classic Dairy Milk is all about saying Thank You to each other.

The picture for the brand has been very well built after an ad was released from Cadbury about a month ago. The edited version of the same was released a few days ago in a minute-long ad where Ganesh, a driver, is seen to return from his son’s classroom to the car where his employer was waiting for him. Ganesh after letting out the good news of his son’s marks to his boss takes out Dairy Milk chocolate and hands it over to his boss as a gesture to say him Thank You. When asked the reason behind doing so, he replied to his boss that as he (Boss) sometimes drives all by himself and reaches the school to pick up him (Ganesh) up, this gives him time to go to his son’s school.

The YouTube description for the ad says, “The littlest things we do go the furthest. And sometimes, the sweetest way to #SayThankYou is not in words.”

April month saw another release from Mondelez India when the brand launched a limited edition Cadbury Dairy Milk ‘Thank You’ bar which was dedicated to the heroes who kept contributing to the society even when the pandemic all across was running wild. The brand said that they would share the profits from the sale of the limited edition bar with Nirmana, (an NGO that works with the unorganized sector) who would in return contribute the proceeds to the daily wage earners’ and health insurance policies. This is how the classic Dairy Milk has owned its ‘sweet thank you’ space

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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.”

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Cadbury Choclairs Gold Coffee is now available at all Modern Trade, Traditional Trade, and E-Commerce platforms and its price is Rs. 116 for a pack of 60 units and Rs. 200 for a pack of 115 units.

It was first launched in 1971, ever since then Cadbury Choclairs or Cadbury Eclairs as it was then known as – has led the category in defining the gold standard for consumers by offering the perfect Cadbury taste in the Éclair candy format. The premium variant of Eclairs, Cadbury Choclairs Gold was launched in 2015 at Rs 2 per unit out of the same strategic imperative. Since then it has been strengthening the company’s relevance on key occasions like birthdays and by focussing on emerging channels. The company aims to further strengthen its foothold in the market by providing consumers with yet another delicious treat to snack on with the launch of the newest innovation Cadbury Choclairs Gold Coffee.

Commenting on this exciting new launch, Inderpreet Singh, Associate Director – Marketing (Gum, Candy, and Beverages), Mondelez India, said, “The journey of Cadbury Choclairs Gold has been the anchor on the bedrock of a strong brand foundation of being the go-to small treat for consumers steeped in the heritage of taste and love that is Cadbury. Cadbury Choclairs Gold Coffee is our first foray into flavors to help our consumers indulge with yet another sweet treat in the comfort of their homes. With the irresistible combination of coffee and chocolate at its heart, we are confident that this innovation will further consolidate our position in the in-home snacking segment while making the consumer’s experience with the brand much more enjoyable.”

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