Ad Campaigns
Rediscover childhood with new Madbury 4.0 flavors
Mumbai: Mondelez India, the makers and bakers of some of India’s leading snacking products, has finally revealed the winners of the path-breaking Madbury 4.0 campaign which used technology to bring two users from anywhere in the country to come together and create their version of Cadbury Dairy Milk. From a whopping five million entries this year, the winning flavours of India’s favourite chocolate— Nutty Kulfi by Soumitra (Kolkata) and Pooja (Pune), and Tangy Mango by Suresh (Bangalore) and Raghuveer (Alwar) were found after thorough consumer testing. To celebrate the win, and embrace the twist of Madbury Duet, the brand has launched two new films that highlight the unique combination of flavours created by all those who came together from across India.
Announced in December 2022, the fourth edition of the contest, Madbury Duet, saw record-breaking participation from consumers! The campaign saw consumers enter from across the country who were encouraged to choose from 100 ingredients across eight categories such as sweets & desserts, desi drinks, spices & tangy, fruity fun, crunchy & chewy and house of Cadbury. Consumers largely chose the ones that tapped into nostalgic moments or deep emotional connections from their childhood days. Some of the ingredients that topped the list included Gulab Jamun, Boondi Laddu, Kaju Katli, and more.
Speaking about this campaign, Mondelez India VP marketing Nitin Saini said, “Over the past three years we have seen Indians don their chefs’ caps and experiment with their favourite chocolate! With Madbury 4.0, we aimed to continue this trail of innovation and nostalgia by bringing India together with a fun twist by highlighting the power of collaboration. After receiving more entries than we ever have before, this has clearly been a success for us. The two winning flavours of Cadbury Dairy Milk— Nutty Kulfi and Tangy Mango are a testament to the creativity of Cadbury lovers. We are excited to continue providing our consumers with the opportunity and platform to create a Cadbury Chocolate which reflects the diverse taste preferences in India”
Ogilvy India chief creative officer Sukesh Nayak added “With the launch of Madbury Duet we leveraged the different flavours and ingredients in India. It gave people a chance to pair up with someone from a different geography or cultural background and create a version of Cadbury that truly represents the diversity of India. From over 5 million entries, consumers voted for two special combinations as this season’s winning flavours – Nutty Kulfi and Tangy Mango. The intention with the campaign is to put the spotlight on these unique flavour combinations and evoke sense memories that we all associate with them, thereby building strong desire for their taste.”
In celebration of the two new flavours, the digital films highlight the essence of the different ingredients and how they have brought happiness to consumers of all age groups over the years. Whether it is the fond memories of enjoying kulfi after school or savoring the pleasure of indulging in summer mangoes, both films showcase the introduction of two new flavours Nutty Kulfi and Tangy Mango in a delectable manner.
The limited edition and off-beat Madbury flavours – Nutty Kulfi and Tangy Mango are available across traditional stores as well as e-commerce platforms at the price of Rs 45 each for 36 gms.
The Madbury campaign has grown from strength to strength over the years and has caught the attention of Indians everywhere. Seeing its success, the highlight anticipated fifth edition is set to be announced soon, with more exciting elements than ever before with the same theme of Madbury Duet.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
