Mondelez ropes in Aishwarya Rai Bachchan for their 'grown up' chocolate
Mondelez India announces the introduction of a new taste experience to its thriving bouquet of premium chocolates with Cadbury Dark Milk. Cadbury Dark Milk brings a new taste to the world of chocolate with a superior product experience for those with sophisticated and matured sensibilities. Global icon Aishwarya Rai Bachchan is the face for Cadbury Dark Milk in India, who further reaffirms the company’s commitment to define the evolving taste of chocolate for a more progressive consumer by providing them with a choice, while creating new experiences.
A proposition for grown up palates, Cadbury Dark Milk appeals to an advanced, matured audience who enjoy varied experiences in their “me time” indulgent moments. Cadbury Dark Milk will help to grow the chocolate category through premiumization by being more relevant and attractive to mature, discerning consumers leading to a scale up in category consumption. The sweet spot between milk and dark chocolate, Cadbury Dark Milk offers a smoothly intense, deep deliciousness with a rich taste.
Anil Viswanathan, Director, Marketing (Chocolates), Mondelez India, said, “Mondelez India sees a major opportunity in developing a new taste experience in the chocolate category and Cadbury Dark Milk gives us the first mover advantage of becoming the category innovator. Our brands play a special role in people’s lives. Increasingly consumers want products that reflect their lifestyle and we have always been at the forefront of creating distinctive products and platforms to address this need. Cadbury Dark Milk is a unique product that offers a heightened delight of a grown-up chocolate. In this binary world of milk and dark chocolate, Cadbury Dark Milk refuses these boundaries that takes the best of both worlds and creates a distinct blend for an evolved, unconventional taste. And there couldn’t have been a better brand ambassador than Aishwarya Rai Bachchan to introduce Cadbury Dark Milk as she truly embodies the exceptional appeal of this new product innovation with her ground-breaking milestones. Her prestige and repute make her stand out as an accomplished, matured sophisticated individual.”
Speaking on the association, Aishwarya Rai Bachchan said, "It is a privilege to be a part of Mondelez India’s new category innovation with Cadbury Dark Milk. Cadbury has always given us a reason to enjoy chocolates the way we like it. Cadbury Dark Milk is a new, premium taste that will surely appeal to chocolate lovers. I like its special packaging and most of all I love the taste, it’s richer, darker, creamier. It has been great fun working on this campaign and I am very excited to share this experience with you and see it come to life!”
The launch of Cadbury Dark Milk will be supported by a 360-degree communication campaign, designed to demonstrate the Richer, Darker, Creamier chocolate experience, which will include a new TVC, innovative Outdoor & Digital campaigns and strong in-store visibility. Priced at Rs. 99 for 72 gms (available in Original – Rich & Creamy variant) and Rs. 199 for 156 gms (available in Original – Rich & Creamy and Salted Caramel – Rich & Creamy variant), Cadbury Dark Milk is all set to take on the chocolate category in India, one bite at a time!