Mondelez India has rolled out the launch campaign for its newly introduced chocolate, Cadbury Fuse. The film has been conceptualised by Ogilvy & Mather.
The film opens in a yoga class. The instructor is taking the class through breathing exercises and the students are following her actions. While doing so, she moves her neck to the right and imagines a Cadbury Fuse. The class follows her movements, but cannot see the chocolate and wonder what's going on with the instructor. The instructor goes on to imitate the bouncing chocolate in her imagination, only for the class to follow again. As the chocolate is introduced by the voice over, the imaginary pack makes the instructor fall towards her bag, in which there's a bar of Cadbury Fuse. The class follows this move too and falls to the floor. The film ends with the instructor enjoying the chocolate.
Prashant Peres, director – marketing (chocolates), Mondelez India, said, “Whether it’s a dull period experienced during long commute hours or an exhausting work-out, today's new age consumers are experimental and want to try out diverse experiences which can curb their hunger pangs in newer formats. Cadbury Fuse is aimed at enhancing their eat experiences by giving them a 'Chocolatey feast' experience. The new TVC dramatizes the craving of the young yoga teacher who can’t stop thinking about Cadbury Fuse and ultimately ends up satisfying her craving with a feast.”
Harshad Rajadhyaksha and Kainaz Karmakar, executive creative directors, Ogilvy & Mather, said, “The communication is designed to launch Cadbury Fuse as an answer to your craving for a chocolatey feast. We have all been hit by sudden whims and the story here brings alive exactly that in a funny fashion. Joy is in the DNA of chocolate so how could we leave it out of our story.”
The campaign also has digital and outdoor legs. The brand has also rolled out a sampling activity with GoAir, Jet Airways and traditional trade stores, informed a statement from Mondelez India.
Client: Mondelez India
Creative·agency: Ogilvy & Mather, Mumbai
National creative director: Rajiv Rao
Executive creative Directors: Harshad Rajadhyaksha, Kainaz Karmakar
Creative team: Akshay Seth, Rajeshwari Rao
Account management: Hephzibah Pathak, Hitesh Patel, Beenu Kurup, Aayushi Agarwal
Account planning: Ganapathy Balagopalan, Srikeit Tadepalli, R Abishek
Production house: Corcoise Films
Director (film): Prasoon Pandey
Producer: Cyrus Pagdiwala
Director of photography: Karthik Vijay