MAM
Cadbury Gems blasts off with a cosmic new ad campaign
MUMBAI: Cadbury Gems, India’s most playful bite-sized chocolate brand, is launching into orbit with its latest campaign, taking fun to a whole new galaxy. True to its tagline, Jitney Colours, Utni Masti, the campaign is a riot of colours, cosmic wonders and pure, unfiltered joy.
This time, the mischief heads beyond Earth, straight into the vastness of space, where an unexpected adventure unfolds. Bursting with quirky characters, dazzling visuals and a storyline packed with intergalactic excitement, the film is designed to fire up kids’ imaginations—and leave them reaching for a pack of Gems.
The TVC features a couple of astronauts are out in space repairing a spacecraft when one of them is distracted by a ball of Gems and chases it. He plucks one of the Gems candies from the sphere and lo behold it sets of a chain reaction which leads to the breaking up of a large satellite made up of Gems. The explosion scatters the little coloured chocolate delights into space to the astronaut’s delights who soaks himself in the shower of the candies. What makes the film fun for kids, is the background sounds and music that the Ogilvy creative team has used.
Rolling out across TV, digital platforms and social media, the campaign is set to beam its fun-fuelled energy to every corner of the country.
Mondelez India vice president – marketing Nitin Saini said, “Gems is an iconic brand that has sparked spontaneous masti for over five decades. Inspired by childlike curiosity and imagination, our new campaign brings the colourful Gems buttons to life in a wonder-filled cosmos. We hope consumers enjoy watching it as much as we enjoyed creating it.”
Ogilvy India chief creative officer Sukesh Nayak, added, “We are thrilled to launch a fun new campaign for Cadbury Gems. The brand stands for an explosion of colours and fun, and this film delivers on all of that and more. Kids everywhere are fascinated by space and its endless possibilities, so we’ve taken that curiosity and turned it into a visual spectacle. The film is bound to strike a chord with kids and could well become one of the most memorable chocolate ads of modern times.”
To watch the Cadbury Gems space commercial click here.
With its blend of vibrant storytelling, intergalactic masti and irresistible chocolate, Cadbury Gems is proving yet again that when it comes to fun, the sky’s not the limit—it’s just the beginning.
Brands
CEAT signs Yashasvi Jaiswal as brand ambassador in multi-year deal
The tyre giant is backing one of Indian cricket’s brightest young stars, deepening a sporting association that goes to the heart of its brand strategy
MUMBAI: CEAT Limited has signed a multi-year partnership with Yashasvi Jaiswal, one of Indian cricket’s most electrifying young batters, effective 1st April 2026. The deal adds fresh muscle to the Mumbai-based tyre maker’s long-running bet on cricket as its primary marketing canvas.
Jaiswal’s rapid rise in international cricket made him a coveted name in the sponsorship market. His composure under pressure, consistency across formats and an almost unnerving adaptability at the crease are precisely the qualities CEAT wants consumers to associate with its tyres. The brand has historically aligned itself with cricketers who embody control and dependability, and Jaiswal fits that template with little coaxing.
Anant Goenka, vice-chairman of RPG Group, framed the signing in the language of shared values. “Cricket has always been an integral part of CEAT’s brand journey, and we are delighted to welcome Yashasvi Jaiswal to the CEAT family,” he said. “He is one of the most exciting young talents in Indian cricket today, and the qualities he brings to the game — control, dependability and adaptability — align strongly with the values we stand for as a brand. We believe Yashasvi has the potential to lead across tournaments and formats in the years ahead.”
Jaiswal, for his part, was equally enthusiastic. “I am excited to begin this association with CEAT, a brand that has such a strong legacy in cricket and has been associated with several respected names in the game over the years,” he said. “It is always special to partner with a brand that shares your passion for cricket.”
CEAT, founded in Italy in 1924 and now the flagship company of the US$5.2 billion RPG Group, produces more than 41 million tyres a year and sells across 110 countries. It is the first tyre brand to receive both the Deming Grand Prize from the Union of Japanese Scientists and Engineers and the World Economic Forum’s Lighthouse Designation for its use of fourth industrial revolution technologies — credentials that suggest a company comfortable playing the long game.
And that, perhaps, is why Jaiswal makes such sense. He is 23, already a Test opener for India, and almost certainly just getting started. For CEAT, signing him now is less a sponsorship and more an investment — in a career, and in a cricket-obsessed market, that has plenty of overs left to play.
