MAM
Mondelez india launches cadbury dark milk – a new chocolate taste
MUMBAI: 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!
MAM
India’s experience economy grows as live events market hits Rs 17,000 crore
EY-Parthenon and BookMyShow report finds 78 per cent Indians prefer experiences over products
MUMBAI: India’s live entertainment scene is no longer just about music, comedy or festivals. It is increasingly becoming a powerful stage for brands seeking deeper connections with consumers.
A new report titled Beyond Attention, Into Immersion by EY-Parthenon and BookMyShow suggests that India’s experience economy is entering a strong growth phase, driven by consumers who are choosing memorable moments over material purchases.
According to the study, the country’s live events ecosystem, which includes concerts, comedy tours, festivals and immersive exhibitions, is estimated to reach around Rs 17,000 crore in 2025. The growth reflects a broader cultural shift in how Indians spend their time and money.
The report finds that 78 per cent of Indian consumers now prefer spending on experiences rather than physical products. From attending concerts and festivals to participating in interactive brand installations, audiences are increasingly seeking engagement, community and shareable moments.
This change in consumer behaviour is particularly evident among younger audiences who want to participate rather than simply watch. Instead of passively consuming entertainment, many now look for experiences that allow them to interact, express themselves and connect with like minded communities.
For marketers, this shift has turned experiential marketing into a strategic priority rather than a promotional add on. Brands are moving away from interruption driven advertising and towards immersive formats that allow consumers to discover, test and emotionally connect with products.
The report suggests that experiential marketing now plays a role across the entire consumer journey. It can spark brand discovery, strengthen storytelling, encourage product trials and ultimately influence purchase decisions and loyalty.
The impact is already visible. Post event surveys conducted among 7,450 attendees at major events including Lollapalooza India and concerts by Ed Sheeran and Guns N’ Roses highlight the effectiveness of these experiences.
Around 59 per cent of attendees recalled brands they interacted with during the events, while 55 per cent said those interactions increased their likelihood of purchasing from the brand. A further 63 per cent reported that brand activations actually enhanced their event experience rather than distracting from it. Nearly 29 per cent also said the interaction improved their perception of the brand.
Brands are also changing the way they approach events. Instead of simply putting logos on stages or banners, companies are building experiences into the fabric of the event itself.
Financial services brands, for example, are offering early ticket access, exclusive lounges and curated event experiences for cardholders. Fashion and beauty companies are using festivals to showcase products through pop ups, interactive installations and social media friendly spaces that encourage visitors to share their experiences online.
The scope of experiential marketing now stretches far beyond live entertainment. Retailers are designing experiential stores where customers can explore products in lifelike environments. Entertainment platforms are extending popular intellectual properties into immersive exhibitions and fan events. Technology is also playing a growing role through augmented reality and virtual try on tools that blend digital discovery with physical interaction.
Cultural festivals remain one of the most powerful platforms for such engagement in India. Celebrations such as Navratri and Holi bring together large communities, emotional participation and heightened consumer spending. For brands, these moments offer an opportunity to become part of the celebration rather than simply advertise around it.
Despite the momentum, the report notes that some companies still hesitate to adopt experiential marketing at scale. Budget constraints, limited expertise and uncertainty around measuring return on investment remain common concerns.
However, the growing body of data around consumer engagement and brand impact is gradually addressing these challenges. More marketers are expected to allocate a larger share of their budgets to experiential formats over the coming years.
Taken together, the findings point to a clear trend. As consumers seek meaning, memories and moments worth sharing, live experiences are emerging as one of the most powerful ways for brands to stay relevant in a crowded media landscape.
