Mondelez India has introduced a creator-led initiative titled ‘Every Way to Biscoff’, positioning it as a community-driven marketing platform to celebrate the growing popularity of Lotus Biscoff in India. The initiative culminated in an experiential event in Mumbai, bringing together home bakers, food creators, influencers and brand enthusiasts to showcase inventive interpretations of the caramelised flavour.
The campaign originated as a social media-led recipe challenge that encouraged consumers across the country to reimagine Biscoff through original dessert creations. From hundreds of entries, 15 recipes were shortlisted, with their creators invited to present their dishes at the on-ground showcase. This approach combined digital engagement with a physical experience, extending the campaign lifecycle and deepening audience participation.
The event featured three celebrity hosts, including Pooja Dhingra, Shivesh Bhatia and Saloni Kukreja, who anchored the experience and interacted with participants. Their presence added credibility within the food and baking community, while also amplifying the campaign’s reach across social platforms.
At the event, shortlisted creators presented a range of desserts spanning cheesecakes, brownies, pancakes, milkshakes, dessert jars and plated formats. The format enabled live tastings and direct interaction, allowing attendees to explore the versatility of Biscoff across multiple consumption occasions. Through these engagements, the campaign reinforced its central message that there is no single way to enjoy the product.
The experiential design focused on participation and storytelling, with creators sharing the inspiration behind their recipes. This creator-first approach aligned with evolving content consumption trends, where audiences engage more deeply with authentic, user-generated content. By spotlighting individual creativity, the campaign positioned Biscoff as a flexible and expressive ingredient within modern dessert culture.
Nitin Saini, vice president – marketing, Mondelez India, said, “Indian consumers have shown tremendous love for Lotus Biscoff since its launch, with the iconic caramelised flavour quickly becoming a favourite across cafes, bakeries and home kitchens in India. What makes Biscoff truly special is its versatility - from simple everyday indulgences to imaginative dessert creations. With “Every Way to Biscoff” we at Mondelez India wanted to celebrate how creatively consumers are embracing the brand. The response has been incredible, and it’s exciting to see the many ways India is making Biscoff its own.”
From a brand-building perspective, the initiative reflects Mondelez India’s focus on community creation and participatory marketing. By leveraging user-generated content and influencer collaboration, the campaign extends beyond traditional advertising into a more immersive brand experience.
Since its launch in India in November 2025, Lotus Biscoff has gained traction across cafés, bakeries and home consumption. Building on this momentum, the brand recently expanded its portfolio with Lotus Biscoff Spread, broadening usage occasions and reinforcing at-home consumption. The product is currently available on Zepto, aligning with the brand’s accessibility strategy.
‘Every Way to Biscoff’ marks a milestone in the brand’s India journey, highlighting how experiential and creator-led campaigns can drive both engagement and product relevance. The initiative underscores the brand’s positioning as versatile and adaptable, shaped as much by consumer creativity as by its core product proposition.
