To support its current “Bhaari” proposition, Mondelez India’s premium countline brand, Cadbury Fuse, has launched the exciting marketing campaign Confusing Controllers. Through this campaign, the brand hopes to draw attention to the delicious Cadburyliciousness of Fuse, which is packed with peanuts and almonds and is the ideal snacking companion for gamers looking for a quick, satiating, on-the-go snack to allow for uninterrupted gaming.
Confusing Controllers, a quirky technological advancement in gaming, were created by the brand to bring the concept to life. These are video game controllers that resemble wise books. Why? The video reveals a problem that many gamers encounter. that of having their playing constantly interrupted by people who want them to do something more productive. Fuse tends to their hunger while ConFusinging In charge of “Bhaari Bhookh for gaming” is Controller.
By visiting the campaign microsite, www.confusingcontroller.in, where they can play and participate, consumers can enter to win these limited-edition controllers. The campaign’s digital advertisements can also be used to access the website.
According to Nitin Saini, Vice President of Marketing for Mondelez India, “Cadbury Fuse has been the constant companion to sate intense hunger pangs on the go over the years with the perfect blend of goodness and taste. ConFusing Controllers, an innovation that will satisfy their need for some uninterrupted gaming while Fuse takes care of their snacking needs, which they prefer as filling and quick, are how we have reached out to the gaming consumer cohort in our most recent campaign.
“What better way to engage with gamers than by inventing a never-before, quirky tech gaming device that is the answer to every gamer’s prayers?” added Akshay Seth, Executive Creative Director, and Chinmay Raut, Group Creative Director, of Ogilvy India. Fuse is a brand that gamers favour because it prevents the play from being hampered by hunger. However, they required assistance to deal with interruptions from those around them who felt they should be doing something more productive. It was crucial to maintain the brand’s lighthearted tone of voice throughout the entire process of developing the innovation, including the book titles, back covers, cutting-edge technology, and website.
This campaign is extremely effective, said Shekhar Banerjee, Chief Client Officer & Office Head – West, Wavemaker India.
planned for India’s 500 million+ gamers. These gamers are being directed to the #conFusingcontroller microsite where they can enter to win a special controller that will let them disguise their smartphones as books. To provide gamers with distinctive experiences, we are working with partners. We have custom gaming setups planned for prestigious colleges, partnerships with well-known figures in the gaming industry, as well as utilizing different media touchpoints for gamers.
A comprehensive communication strategy will be used to support the campaign. This entails a college activation using a canter van so that the audience can view and play the game using the special controllers. The concept will also be strengthened through influencer engagement, and outdoor, and digital activation activities.
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