The third version of the Madbury campaign was launched today by Mondelez India, the producers, and bakers of some of India’s favorite snacking brands, including Cadbury Dairy Milk, Bournvita, and Oreo, among others.
Through two successful seasons of inspiring consumers to “Kaun banayega humari agli Cadbury” and asking customers “Kahaan Se Aayegi Hamari Agli Cadbury?” India’s race for Cadbury’s next “home wala” flavour is on. Madbury 2021’s new season entices customers with the slogan “Cadbury ka naya taste banao, famous ho jao.”
“The Indian chocolate movement has exploded over the last five years,” said Anil Viswanathan, Senior Director – Marketing, Mondelez India. As Indians seek out new tastes and flavors, we’ve witnessed a growing interest in exotic and unique chocolate flavors.
We’ve been a well-known brand for more than 70 years, and we’re always seeking new ways to communicate with our customers by utilizing current trends and preferences.
Madbury was created as a campaign “of the people, by the people, and for the people,” and it has proven to be a fantastic interaction tool, allowing our customers to customize their favorite Cadbury chocolate.
The program allows us to develop our relationships with our customers year after year and allows them to get more involved with a business they love. We’re ecstatic with the feedback we’ve had in the last two editions.
Limited-edition bars of the two Madbury 2020 winning flavors – Cadbury Dairy Milk Gulab Ae Khaas, a rose and almond mix, and Cadbury Dairy Milk Chilly Orange, a fruity and spicy mix of Orange and Chilli – designed by Susan Saldanha of Mangalore and Sakshi Srivastava of Lucknow, respectively.
We’re looking forward to seeing the innovative flavors that will emerge in Madbury 2021.”
The Madbury marketing from Cadbury Dairy Milk allows customers to add a twist to their favorite chocolate. Following a successful launch in 2019, the 2020 edition attracted 1200+ million impressions and 2.3 million customers, with entries coming from 5000+ locations.
The most popular flavors submitted were chai, kulfi, banana, fudge, and salted caramel, demonstrating the diverse range of desi ‘home-wala’ inventions. Consumers chose the final two winning flavors after a lengthy shortlisting process led by a panel of experts and celebrity chef Kunal Kapoor.
Digital videos, outdoor advertising, and print will all be used to promote the winning flavors. Limited-edition bars have already begun to appear on store shelves and online.
The third edition of Madbury will be larger than the previous two, featuring 25% more ingredients for customers to experiment with.
To make Madbury 2021 more accessible to customers, the challenge has been incorporated on two more channels – WhatsApp and Airtel Thanks App – in addition to the existing platforms such as the Madbury Website (www.madbury.in) and Jio Engage.
From September to November, consumers can submit their entries, with the winners being announced in August 2022.