Mondelez positions Cadbury ChocoBakes Cake as the 'chhupa rustom'

Watch the film conceptualised by Ogilvy here

Aug 06, 2020 05:16:00 AM | Video | Campaign India Team

Mondelez India has rolled out the launch campaign for its 'Cadbury Chocobakes Cakes'. 
Conceptualised by Ogilvy, the campaign kicked off with Cadbury dropping its name from products such as Cadbury Dairy Milk, Cadbury Dairy Milk Silk and Cadbury Gems. It disappeared from social media pages, billboards, print ads, sign boards and more. The reveal which followed was the launch of the Cadbury Chocobakes Choc Layered Cakes. 
The campaign also consists of a film featuring an infant and his elder brother. The infant is shown as a 'chhupa rustom' just like Choc Layered Cakes. 
Sudhanshu Nagpal, associate director – marketing (biscuits), Mondelez India, said, “With #KahanGayiCadbury activation, we wanted to build intrigue among consumers and have them imagine a world without Cadbury. This became a perfect segue into the unveil of the newest addition to the Cadbury family – the new ‘Meetha Chhupa Rustom’ Cadbury Chocobakes Choc Layered Cakes. Following this intriguing activation, a 360-degree campaign will further support the launch, taking the meetha chhupa rustom thought a step forward.”
Akshay Seth, group creative director and Chinmay Raut, senior creative director, Ogilvy India, said, “This is an integrated campaign in the true sense. An extremely intriguing teaser phase that made the nation wonder #KahanGayiCadbury as we made the iconic Cadbury logo disappear from various brand assets, print ads, directional signages; even roped in Asia’s record holding chocolate wrapper collector. Kudos to the client and our talented team for making this happen almost overnight. The reveal was Cadbury hiding in a cake, the newest member in the ChocoBakes range. The launch film for the same brings to life the brand proposition of Meetha Chhupa Rustom with a very memorable, charming film starring a naughty baby, one that is sure to make its place in viewers’ hearts.”
Client: Mondelez India
Creative agency: Ogilvy India
Creative team: Kainaz Karmakar, Harshad Rajadhyaksha, Sukesh Nayak, Akshay Seth, Chinmay Raut, Arshia Jain, Pallavi Pardikar, Bhuvan Bali, Meghna Natarajan 
Planning team: Russell John, Sanketa Kapse
Account management: Prakash Nair, Mayuri Shukla, Swapna Divekar, Anjali Negi
Media Agency: Wavemaker India