MAM
Dairy Milk innovates Silk for Valentine’s Day
MUMBAI: Cadbury Dairy Milk has been associated with meetha (sweet) for the longest time and is the popular choice for gifting by most Indians. Over the years, Mondelez India has built and led the occasion through its concerted marketing efforts and gifting innovations.
Although Dairy Milk was always the most preferred gift by lovers on Valentine’s Day, the brand wanted to introduce a special product dedicated especially for young adults, Cadbury Dairy Milk Silk (CDMS). In India, CDMS has been one of the marquee products for the brand, which was launched in early 2010. Ever since then, the Silk jingle has probably been one of the most loved and recognised tunes in advertising and popular culture. Mondelez recently renovated its Cadbury Dairy Milk Silk making it curvier and with a fresh packaging and rolled out a jingle by Bollywood singers Armaan Malik and YouTuber Shirley Setia.
This Valentine’s Day, Cadbury Dairy Milk Silk has launched its new special edition pack with a heart pop, which urges consumers to not hold back from expressing their love.
Mondelez India has rolled out a new thematic TVC about the product where the new Heart Pop bar is the hero. The film which is about two friends—a boy and a girl at their college hangout, showcases the girl proposing to the boy by popping the heart out of CDMS.
Mondelez has a dedicated 360 degree marketing campaign to support the TVC that went live from 28 January. The marketing mix includes multiple TV associations, digital, outdoor activations, exciting in-store activations and samplings.
In addition to TVC, the brand will utilise more touch points for movie integration with channels such as Romedy Now, Zee Studio and UTV Movies.There will also be brand placement and brand inegtartion with Zee’s dance reality show Dance India Dance along with special associations with music channels such as Sony Mix Adda and 9XM.
On the outdoor marketing front, Mondelez has opted for a comprehensive strategy wherein the brand has outdoor installation across Mumbai and Delhi along with outdoor billboards across Mumbai and Bangalore cities.
Coffee and chocolates go together and are the best ice breakers during dates. For that reason Mondelez has partnered with Cafe Coffee Day across top cities to provide the product on shelf.
Moreover, the brand has added the first ever Snapchat integration in India through heart pop filters along with creating a branded playlist on music app, Saavn.
This year, the company has also designed a gifting innovation using augmented reality (AR) to take the gifting experience a notch up. It has introduced a Cadbury Joy Deliveries AR-enabled gift box and will roll-out a limited edition pack exclusively on www.amazon.in. The gift box comes with two large Silk Limited Edition Valentine Chocolate bars (250 gm each). Once a Giftor orders a box to be sent over to the Giftee, the latter can experience the box coming alive with animation and virtual personalised messaging, this which will be powered by a Blippar App.
The product will be available on Grofers, Big Basket, Paytm Mall and Haptik along with the brand’s exclusive partner amazon.in.
The special edition chocolate is priced at Rs 275 for 250 gm of pack, Rs 150 for regular 150 gm pack and Rs 720 for the amazon exclusive pack.
Also Read :
Kids’ candy segment: Communication sees a shift
Want the Silk jingle to be popular culture: Mondelez’s Prashant Peres
Winning awards doesn’t get you clients: Piyush Pandey
Brands
Flipkart completes reverse flip to India ahead of IPO
Walmart-owned e-commerce giant shifts domicile from Singapore to Bengaluru
MUMBAI: Flipkart has completed its restructuring to move its parent company from Singapore back to India, marking a key milestone as the Walmart-owned marketplace prepares for a potential initial public offering on Indian stock exchanges, ET reported, citing people aware of the matter.
The move, often referred to as a “reverse flip”, relocates the company’s legal home to India and aligns its corporate structure more closely with its largest market. It also clears an important regulatory step for Flipkart as it explores listing plans.
As part of the restructuring, several Singapore-based entities have been merged into Flipkart Internet Private Limited, which will now serve as the main holding company for the entire group.
The consolidation brings a number of major businesses directly under the Indian parent company. These include fashion platform Myntra, logistics arm Ekart, travel booking platform Cleartrip, healthcare marketplace Flipkart Health, and fintech venture Super.money.
Under the new structure, global investors including Walmart, Microsoft, SoftBank, and the Canada Pension Plan Investment Board will hold their stakes directly in the Indian entity rather than through an overseas holding company.
The redomiciliation required approval from the Indian government because Chinese technology company Tencent owns around a 5 to 6 per cent stake in Flipkart. Under Press Note 3, investments from countries sharing a land border with India require prior government clearance.
Flipkart had already secured approval from the National Company Law Tribunal in December. With the latest clearance from the central government, the company has now obtained all the regulatory approvals needed to complete the relocation, ET reported earlier.
Flipkart had originally shifted its holding structure to Singapore in 2011 to tap global capital more easily. However, as India’s capital markets have matured, several start-ups have begun returning their domiciles to the country ahead of public listings. Companies such as Razorpay, Groww, and Meesho have taken similar steps.
The company is now expected to move ahead with its IPO preparations and has begun early discussions with merchant bankers. According to people familiar with the matter, Flipkart could file its draft prospectus later this year, setting the stage for what may become one of the most closely watched listings in India’s e-commerce sector.
Flipkart has been majority-owned by Walmart since 2018, when the US retail giant acquired a 77 per cent stake in the company for $16 billion in one of the largest e-commerce deals globally.
