Mondelez introduces Lotus Biscoff to India with integrated campaign

Mondelez International has introduced Lotus Biscoff to the Indian market through an integrated campaign titled Welcome to the Biscoff Feeling. The initiative positions the brand’s caramelised flavour as an emotion-led experience that enhances everyday moments.

To mark the launch, Mondelez India hosted an immersive event designed as a sensorial environment, featuring large-scale installations, tasting zones inspired by Indian tea and coffee rituals, and creator-led spaces. The event drew media, influencers and celebrity guests and presented the brand through interactive and culturally rooted touchpoints.

The brand also released its campaign film, which extends the emotional premise into storytelling. Set across familiar home, office and café moments, the narrative follows young adults whose routine experiences are lifted by the flavour of Biscoff. The film concludes with the line: “Welcome to the Biscoff Feeling.”

Nitin Saini, vice president – marketing, said the launch was designed to give consumers an authentic introduction to what makes Biscoff distinctive, combining communication with a sensorial experience. He noted that integrating the film with the experiential event created the scale required for the brand’s arrival in India.

The campaign has been developed with Ogilvy, Wavemaker and Edelman. It spans creative storytelling, media outreach and experience-driven engagement across outdoor, social media, influencer activity and partnerships with cafés and airlines.

Ogilvy India’s chief creative officers Kainaz Karmakar and Harshad Rajadhyaksha said the idea draws directly from the product’s unique flavour. Wavemaker India’s chief client officer Shekhar Banerjee added that the ambition is to build premium imagery for the brand from launch, supported by high-impact media and influencer activity. Edelman India’s lead advisor – integrated marketing and communications, Ashutosh Munshi, said the objective was to create a cultural moment by translating the brand’s emotional appeal into shareable and experiential interactions.

The campaign invites consumers to discover the Biscoff Feeling as Lotus Biscoff begins its rollout across India.