India: Mondelez India introduces ‘Cadbury Silk Desserts’ – a premium range with indulgent options like ‘Cadbury Silk Dessert Brownie’ and ‘Cadbury Silk Dessert Plum Cake’.
Mondelez India’s new dessert line combines Cadbury Silk chocolate’s smooth texture with a luscious cake-like center, creating a unique bar that blends rich flavors for a distinct treat infusing chocolates and desserts in one delightful indulgence.
Commenting on the launch, Nitin Saini- Vice President Marketing at Mondelez India, said, “We’re thrilled to unveil our latest innovation, ‘Cadbury Silk Desserts’ from the house of Mondelez India. Our Global State of Snacking Report 2023 highlights a growing consumer preference for indulgent eat experiences. This novel eat format, which is also a first in chocolates, aligns perfectly with the evolving consumer palates, especially the Dessert lovers. By combining the beloved taste of Cadbury Silk with the satisfaction of a decadent dessert, we aim to make Cadbury Silk Brownie and Plum Cake a household favorite for those seeking an easy ultimate indulgence, wrapped in a bar.”
Kainaz Karmakar and Harshad Rajadhyaksha, Chief Creative Officers, Ogilvy India also added “The idea of the film is to bring out the surprise of a brownie inside a bar of Silk. This is not just a variant but the launch of Silk Desserts, an even more premium offering from Silk. The film is a sweet story of how a guy creates a dessert experience for a girl using nothing but a bar of Silk Brownie. The idea of plating it is intentional as it is special enough to be plated. The film was led by our ECD, Akshay Seth and directed by Aarti Desai from Caffine films.”
Shekhar Banerjee, chief client officer & office head, West, North & East, Wavemaker India said, “Our strategy for the Cadbury Silk Dessert launch is to emphasize on the dessert indulgence. Through AI-driven innovations on content platforms like YouTube, unique partnerships with cafes, quick commerce platforms, cinemas, and airports, we are ensuring Cadbury Silk Dessert addresses the dessert cravings wherever they arise.”
The new range will launch with a captivating film featuring a delightful couple enjoying the decadent product, capturing the essence of Cadbury Silk Desserts. It will be accompanied by a 360-degree communication campaign to highlight the company’s latest innovation. The Cadbury Silk Desserts, priced at Rs. 140 for 70 gms and Rs. 280 for 140 gms, will be available nationwide.
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