Snacking brand Mondelez India has launched its latest innovation of Cadbury Dairy Milk Silk, a mousse variant.
The launch campaign for the product consists of a TVC, which shows a couple in a cafe and is set to Dairy Milk Silk's 'kiss me' tune.
Anil Viswanathan, senior director, marketing (chocolates), insights and analytics, Mondelez India, said, “With new product innovation as one of the cornerstone of our growth strategy, Cadbury Dairy Milk Silk has always stood for the best taste of chocolate in the country, pioneering an assortment of first of its kind experiences for the consumers. With its light texture of the mousse centre filling whisked to perfection, Cadbury Dairy Milk Silk Mousse is the ultimate indulgent experience that is sure to delight our consumers who are always on the lookout for unique and innovative experiences. We believe that this innovation created in line with our efforts to redefine the chocolate eating experience will help us further capitalise on the premium segment as we expand our snacking footprint in the country."
The campaign is live on television and digital platforms. It also consists of a social media influencer strategy, in-store visibility coupled with on-ground and outdoor activation.