MAM
Cadbury introduces Madbury 3.0, a campaign innovated by its consumers
Mumbai: Under the Madbury campaign, Mondelez India has introduced two new limited-edition flavours created by the consumers.
After winning consumer hearts throughout the country during the last two editions in 2021, the brand was on the look-out for the most unique combinations with Cadbury Dairy Milk that represented “Meethin Yaadon Se Bani Yeh Cadbury.” The brand has selected two winning flavours, ‘Crispy Rabdi’ and ‘Crunchy Cola,’ after rigorous consumer testing.
The launch of the winning flavours will be amplified through digital films, outdoor and print.
The campaign secured over 3.2 million entries from consumers from over 5,000 locations across the country. The participants were allowed to choose from 100 ingredients across eight categories, and crispy rabdi, biscuit tea, crunchy cola, tiramisu, and banoffee were just some of the delectable combinations tested before announcing the winning flavours.
‘Crispy Rabdi’ is a perfect blend of authentic rabdi flavour with crispy butterscotch nuts, and ‘Crunchy Cola’ is a fizzy cola flavour with crunchy Cadbury Gems, created by Omkar Madhav Awate from Pune and Mughda Satish Kulkarni from Ahmednagar, respectively, made the cut from millions of entries.
Speaking of this democratic campaign, Mondelez India vice president – marketing Anil Viswanathan said, “At Mondelez India, we believe there is an innovator hidden inside every Indian, and with each edition of the Madbury campaign, we aim to shine a spotlight on such unique creations and the nation’s increasing appetite for experimentation. As a brand that is constantly on the look-out for new ways to engage with our consumers, “Meethin Yaadon Se Bani Yeh Cadbury” has proven to be the perfect gateway of innovation powered by nostalgic memories and a way to truly be a part of the Cadbury Dairy Milk family. A campaign ‘of the people, by the people and for the people’, Madbury will continue to provide consumers the opportunity to create a Cadbury chocolate that will satiate the diverse snacking palate of the nation. We are thrilled with the love the campaign has received since its inception, and we look forward to building a deeper bond with our consumers.”
MAM
Spykar launches Ikemen denim line with Vidyut Jammwal
‘Stay Hip, Stay Loose’ campaign taps Gen Z shift to relaxed fits.
MUMBAI: Tight is out, loose is in and denim just got a whole lot more comfortable. Spykar has unveiled its latest denim fit, Ikemen, with a pan-India campaign fronted by Vidyut Jammwal, betting big on the growing appetite for relaxed, expressive silhouettes among younger consumers. The launch arrives as fashion cycles swing firmly back to 90s-inspired baggy fits, with Gen Z and Gen Alpha audiences increasingly favouring comfort-led, gender-neutral styles over restrictive tailoring. Spykar’s Ikemen positions itself squarely within this shift, offering a looser, more fluid silhouette designed to reflect evolving ideas of individuality and everyday wear.
At the centre of the rollout is the ‘Stay Hip, Stay Loose’ campaign, which leans into both cultural and stylistic cues. “Hip” signals a trend-aware, youth-driven mindset, while “Loose” underscores ease, movement and a more relaxed relationship with fashion, an idea that resonates with a generation less interested in fitting in and more focused on standing out on their own terms.
Jammwal’s presence adds a distinct edge to the campaign. Known for his agility and action-driven screen persona, he embodies the brand’s pitch of effortless confidence and unrestricted style positioning comfort not as a compromise, but as a statement.
Spykar’s CEO and Co-founder Sanjay Vakharia framed the launch as a response to a visible consumer shift. The move, he indicated, is not just about introducing a new fit, but about aligning with changing style codes where versatility, ease and self-expression take precedence over rigid fashion norms.
The campaign will roll out across multiple platforms, including digital films, social media storytelling and curated style edits, as the brand looks to push Ikemen into mainstream fashion conversations. With seasonal look guides, trend-led content and ongoing engagement, Spykar is aiming to turn a silhouette into a cultural signal.
In a market where denim has long been defined by slim and skinny fits, Ikemen marks a deliberate pivot, one that mirrors a broader industry recalibration. As wardrobes loosen up, brands are discovering that the real fit consumers are chasing is not just about size, but about freedom.
