Cadbury co-creates Madbury with diverse tastebuds

Watch the film conceptualised by Ogilvy and Wavemaker here

Dec 19, 2022 04:37:00 PM | Video | Campaign India Team Share -

Cadbury has rolled out a campaign to unveil the fourth edition of its 'Madbury Duet'.

Conceptualised by Ogilvy and Wavemaker, the film showcases how consumers can create their own Cadbury through an app with another consumer from across the country. It aims to highlight how this culinary experience can unite different people across the borders of India.

Nitin Saini, vice president - marketing, Mondelez India, said, “Mondelez India has been the tastemaker of the country’s chocolate consumption needs over seven decades, and as a brand, we have always focused on creating exciting and innovative ways to engage with our consumers. Through Madbury 4.0 we are focusing on the power of collaboration, of how two local flavours come to life with the convergence of two distinct personalities and cultures. Our previous successes on the Madbury campaign are a testament to the fact that consumers love experimenting with their Cadbury. With the latest campaign, we aim to create more tantalising flavours by not one but two Cadbury lovers coming together. To make this experience even more immersive, people participating from different cities will be able to choose their preferred state and zone, at the back of an algorithm, to create an interesting blend of taste and experience.”

Sukesh Nayak, chief creative officer, Ogilvy India, said, “At Ogilvy, we believe in constantly pushing the boundaries of consumer experiences to intensify engagement and strengthen love for the brand. The Madbury experience platform is an outcome of this belief. To elevate user experience for the third edition of Madbury, we have designed a unique collaboration-at-scale experience - Madbury Duet. This new experience encourages Indians of different geographies, ethnicities, and cultures to come together to co-create their version of our favourite Cadbury Dairy Milk. Imagine the joy of creating your version of India’s favourite chocolate and sharing it with the world.”

Shekhar Banerjee, chief client officer and office head, West, Wavemaker India, said, “With three successful editions of Madbury, the latest edition ‘Madbury Duet’ again provides an opportunity to the entire nation to create their own Cadbury. But this time, we have elevated the campaign from ‘experiences’ to ‘shared experiences’ with the perfect amalgamation of data and tech. We have crafted our audience strategy and consumer journey in a way to ensure that we reach out to and engage our core Cadbury Dairy Milk lovers, allowing them to experience the joy of co-creating their own Cadbury; and sharing that happiness with someone!”