Indiantelevision.com Team

(6 March 2008 2:00 pm)

MUMBAI: Cadbury India Ltd has announced the launch of a new integrated marketing campaign for its mints brand Halls.

In order to communicate the new brand positioning "Cools Throat and Gives Intense Cooling" in a humorous and engaging manner, the campaign comprises a TVC featuring Bheja Fry fame actor Vinay Pathak.

Commenting on the launch, Cadbury India Ltd executive director Sanjay Purohit said, "Currently, the mints category is growing at a rapid pace. The enhanced product offering supported by the advertising campaign will augment a fresh appeal to brand Halls."

Halls is available in 3 distinct flavours - Mentholyptus, Ginger and Orange, wherein Mentholyptus is the largest contributor to the brand sales.

The new Halls has been redesigned to create a rounded eating experience for consumers.