Mondelez India launches the new Cadbury Dairy Milk Silk Bubbly Bubblegum

Mondelez India, the makers and bakers of some of the country’s favourite snacking brands, has added yet another unique product under its premium chocolate segment, Cadbury Dairy Milk Silk Bubbly Bubblegum. This new entrant from the house of Cadbury Dairy Milk Silk combines the light and crumbly bubblegum flavoured pink chocolate with the outer layer of rich, creamy Silk in its patented and unique ‘Bubbly’ shape. A treat to both, the eyes and the heart, this disruptive innovation adds an innovative and playful twist to the signature melt-in-mouth Silk experience.

By carving a niche in the premium segment with an array of successful launches including the Cadbury Dark Milk, Cadbury Dairy Milk Silk Oreo, Cadbury Dairy Milk Silk Oreo Red Velvet and Cadbury Dairy Milk Silk Mousse, Mondelez India continues to bring ‘First to the world innovations’ developed at the back of deep consumer insights and the brand’s strong equity and legacy, to suit the ever-changing tastes and preferences.

Mr. Anil Viswanathan, Vice President - Marketing, Mondelez India, said, “Ever since the launch of Cadbury Dairy Milk Silk, the brand has grown from strength to strength in the premium chocolate segment at the back of unique offerings. As a brand constantly mapping evolving preferences, the introduction of the Silk Bubby Bubblegum reiterates our commitment towards creating unique eat experiences in sync with emerging needs. This innovation takes the playfulness of the Cadbury Dairy Milk Silk Bubbly, a notch higher, helping us redefine the chocolate category and provide another indulgent and relishing avatar of the silky, smooth Cadbury Dairy Milk Silk.”

Keeping the fun quotient alive, the Silk Bubbly Bubblegum is supported with a 360-degree IMC campaign, #BubbledUpWithFun, including a TVC and digital film. This is coupled with impactful in-store visibility and outdoor activation  Neville Shah, Senior Executive Creative Director- Ogilvy India, said, “The idea came from the product. The pink retro bubblegum world was something we instantly turned to. A love story from the 80s. Music from the 80s. The taste from the 80s. All of which is still so relevant. We even took the 80s to the Silk track. The fun, the pop, and the sweetness of a love story - perfectly created this world.”

Cadbury Silk also collaborated with leading Gen-Z celebrity Sara Ali Khan and other social media influencers to create fun Instagram Reels that brought alive the campaign proposition of #BubbledUpWithFun. With this, the brand was able to reach and engage its audience in a fun and relevant manner.

The product is available across modern and traditional trade as well as Ecommerce platforms at a price of Rs.80/-