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.
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
