The Great Khali needs his heavy hands to feed a heavy Cadbury Fuse to a hungry student

Watch the film conceptualised by Ogilvy here

Jul 04, 2022 01:05:00 PM | Video | Campaign India Team

Mondelez India has rolled out a campaign for Cadbury Fuse, its snack bar offering, titled ‘Cadbury Fuse, Bhaari Hai’ (Cadbury Fuse, it’s heavy). Conceptualised by Ogilvy, the film features former WWE champion Dalip Singh Rana aka The Great Khali, and positions the product as a heavy snack that can get rid of hunger. 
 
The film opens with two students in a science lab, listening to their professor’s lecture. When one of them starts to feel really hungry, his friend sends a message to an unknown number, asking for help. In no time, the professor hears a voice at the door. Thinking it’s a student, the professor starts to question the voice about the time of entering the class. When he looks at the door, he’s astonished to see Khali. Khali walks in, knocking down things he comes across, and gives the hungry boy a bite of the Cadbury Fuse. Towards the end, Khali is seen introducing the product as something which needs a heavy hunger to eat and heavy hands to feed. 
 
Anil Viswanathan, vice president - marketing, Mondelez India, said, “The role of snacking has evolved considerably over the past couple of years. Consumers are constantly on the lookout for snacks that are not only indulgent but also filling at the same time. Our premium countline brand, Cadbury Fuse has been bridging that gap in consumers’ lives ever since its launch in 2016. With this new proposition, we aim to recapitulate Cadbury Fuse as a substantial, filling snack, that reigns in hunger pangs while providing a great taste experience. With The Great Khali on board, we are excited to see India’s favourite heavyweight champion help us manifest the Bhaari messaging behind the latest campaign.”
 
Kainaz Karmakar and Harshad Rajadhyaksha, chief creative officers, Ogilvy India, said, “In the new campaign for Cadbury Fuse we put the spotlight on what the product delivers best – it’s a bhaari snack, stuffed with peanuts, chocolate and caramel, making it the most wholesome answer to hunger. To exaggerate the ‘bhaari-ness’ we use Khali as the carrier and the feeder.
 
Shekhar Banerjee, chief client officer head, West, Wavemaker India, added, “What you will see is the synergy of three heavy weight champions. The Great Khali, Cadbury Fuse, and power of precision content targeting. This is a very creative use of custom intent and AI driven search content, helping us in hijacking every piece of content around snacks with Khali like a bolt from the blue, establishing Fuse as a Bhaari snack.”
 
The campaign is being rolled out across TV, digital, OOH and social media.