Mondelez India’s brand, Cadbury Fuse, has partnered with Ogilvy India to launch this new marketing campaign, “ConFuseing Controllers.” With this campaign, the brand aims to highlight the Cadburylicious goodness of Fuse, loaded with peanuts and almonds, making it the perfect snacking partner for gamers who want a quick, filling, and an on-the-go snack for some uninterrupted gaming.
To bring the idea alive, the brand invented a quirky tech gaming innovation- Confuseing Controllers. These are gaming controllers designed to look like books of wisdom. Why? The digital film reveals a common problem gamers face. That of being interrupted, time and again, while playing, by people who want them to do something more fruitful. While Fuse takes care of their hunger pangs, ConFuseing Controllers ensures no interruptions by those around the gamers. Thus, reiterating that Fuse handles their ‘Bhaari Bhookh’ while Confuseing Controller looks after ‘Bhaari Bhookh for gaming’.
As a part of the campaign the consumers can win these limited-edition controllers by visiting the campaign microsite, where they can play and participate. The website can also be accessed through digital ads of the campaign.
Nitin Saini, Vice President – Marketing, Mondelez India, said: “Over the years, with the perfect blend of goodness and taste, Cadbury Fuse has been the constant companion to satiate intense hunger pangs on-the-go. In our latest campaign, we’ve reached out to the gaming consumer cohort with ConFuseing Controllers, an innovation that will fulfill their need for some uninterrupted gaming while Fuse takes care of their snacking needs, which they prefer as filling and quick.”
Akshay Seth, Executive Creative Director & Chinmay Raut, Group Creative Director, Ogilvy India, said: “We wanted to engage with gamers in a fashion never done before, by bringing to life an invention that solves a problem for them. Fuse is a brand that gamers consume as it ensures no hunger-related interruptions during play. But they needed help to overcome interruptions from those around them who feel they can do something more useful.
“So, we conceptualized a device that makes sure no one will interrupt gamers – gaming controllers designed to look like books of wisdom. These book controllers have hidden buttons and can house a mobile phone. Thus, making it seem that gamers are reading instead of playing.
“We have worked right from fabrication of the controllers to picking and designing confusing book titles, to state-of-the-art tech for the controllers to creating an engaging website, we have created this campaign keeping in mind the gaming community at its core.”
Shekhar Banerjee, Chief Client Officer & Office Head – West, Wavemaker India, said: “This campaign is planned for the 500 million+ gamers in India. We are driving these gamers to the #conFuseingcontroller microsite, with an opportunity to win a unique controller allowing them to camouflage their mobile phones as books. We are collaborating with partners to create unique experiences for gamers. We have planned custom gaming set-up at top colleges, partnership with prominent names in the gaming world and also leveraging various media touchpoints for gamers.”
The campaign will be supported by a 360-degree communication plan. This includes a college activation via a canter van which will let the audience see and experience the game with the unique controllers. Additionally, the idea will be further amplified through digital activation, outdoor and influencer engagement activities. Cadbury Fuse is a fusion of peanuts, caramel and chocolate, priced at 20 for a 25-gram bar and 35 for a 45-gram bar.
