Mondelez India launches crowd-sourcing campaign, Go Madbury For Cadbury

Mondelez India launched 'go Madbury for Cadbury’, a crowd sourcing campaign giving consumers an opportunity to create a Cadbury of their taste & choice.

In line with Mondelez International’s recently launched State of Snacking report, the ‘go Madbury for Cadbury’ initiative gives an opportunity to Indian consumers to take some time out with the family and friends, take a nostalgic trip and create some unbreakable bonds and everlasting memories – in short just ‘go Madbury for Cadbury’.

Conceptualized in partnership with Ogilvy India & Wavemaker, the Madbury campaign will be supported by a 360-degree communication campaign, which includes a video asset, innovative Outdoor & Digital campaigns and strong in-store visibility.

Anil Viswanathan, Director - Marketing (Chocolates), Mondelez India, said, “As a company, we are always looking for ways to innovate and excite our consumers and Madbury is yet another attempt to further strengthen our connection with them. Through this campaign, we are encouraging our audience to make their unique ‘Home wala’ Cadbury Dairy Milk, and thus come up with suggestions for the next Cadbury Dairy Milk limited edition pack with two different ingredients.”

Challengers are encouraged to seek the spotlight as the next Cadbury inventor by visiting the website madbury.in and partaking in the challenge. From black forest jelly, coconut, wheat crispies, popcorn, salted caramel to desi ingredients like paan, thandai, khajoor, kaju katli and masala chai, there are options galore to pick and choose from. One can submit up to two of their favourite flavours for the chance to be one of five finalists.

Apart from taste and creativity, every bar should have a unique name and an inspiring tale that would have the judges captivated. The company has also tied-up with Amazon.in, for an exclusive Madbury store, where consumers can get ideas to ‘go Madbury for Cadbury’, with some unique ingredients listed. Entries are open till January 15, 2020. 

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Hemant Sharma, Senior Creative Director & Sagar Jadhav, Creative Director, Ogilvy Mumbai, said, "The brief was truly exciting from the word to go and particularly challenging for the Indian market where the taste and flavours are as diverse as the land and its people. So, the old-world wisdom, ‘when there’s a lot to say, sing it’ came to the rescue. We created a jingle with stanzas in 8 different languages celebrating the food and cultural quirks of people across the country. We designed the supporting visuals to bring alive the idea of India’s great multiplicity and love for Cadbury Dairy Milk chocolate."

The five finalists will have the opportunity to visit Mondelez International’s Global Research, Development & Quality Centre in Mumbai, India, and work with the chocolate experts to experiment with their creations and make their dream bar a reality.

The competition will witness two of the five finalists as champions and their creation will become the latest addition to the Cadbury Dairy Milk range. These limited edition bars are slated to be launched in the latter half of 2020 and will be available to purchase for a limited period across markets in India.