Cadbury's Blue Oreo bus to travel across India to spread moments of togetherness!

Cadbury India, which recently launched the iconic biscuit brand Oreo in India, flagged-off its Oreo-Time initiative today. Symbolizing moments of family togetherness, the Oreo togetherness bus will travel across the country as part of a movement that will provide parents with a platform to bond and will encourage them to spend more time with their family. The Oreo togetherness bus will travel across nine cities ' New Delhi, Mumbai, Bangalore, Ahmedabad, Pune, Lucknow, Hyderabad, Kolkata and Mysore.

Flagging-off the bus from the Capital, Chandramouli Venkatesan (Mouli), Director ' Snacking & Strategy, Cadbury India, said, "I am delighted to be present here today to unveil "Oreo-Time', the first movement of its kind that will engage parents and children across the country and provide them with unique opportunities to create memorable moments of togetherness. We aim to take this Oreo-Time to millions across India, thereby encouraging family bonding by providing busy parents with a fun opportunity to spend time with their children."

Bringing the Oreo-Time movement to life are the special activities planned in and around the bus. Parents will be encouraged to take the Oreo Pledge, which stands for a promise to spend more time with the children. Making the zone even more fun for families are various interactive activities based on Oreo's much-loved ritual of "Twist-Lick and Dunk".

Earlier this month, Cadbury India also unveiled findings of the "Oreo Togetherness Quotient', a first of its kind survey by research firm Nielsen, that maps Indian families' views on the evolving parent-child relationship in the dynamic Indian society today. Conducted across 6 Indian cities (Mumbai, New Delhi, Bangalore, Chennai, Hyderabad and Kolkata), the survey highlights how parents today are craving more time away from their hectic work schedules so that they can spend those extra hours with their children. With the changing fabric of the urban Indian society, the parent-child relationship has seen a transition as well and the survey captures this change in thinking:

· Not even half (47%) of all the mothers feel that the father in today's world is extremely involved with their child

· 52% of parents expressed that they would like to have more knowledge on being a better parent

· Only 57% parents agree that it is the joint responsibility between the two parents to bring up a child

· 69% of the fathers say their work-life balance does affect the level of involvement with their child

· A mere 44% of fathers and 43% of mothers are very satisfied with their work-life balance

· Only 55% of parents are very satisfied with their current level of involvement in their child's life

Recognizing this gap between desired time and actual time spent between parent and child, the Oreo-Time movement is an attempt to create awareness about the need for parent-child bonding by creating platforms that will excite children and encourage their parents to spend quality time with them.