Mondelez India has made a bold entry into the premium chocolate market with the launch of ‘Studio, Creations by Cadbury,’ aiming to cater to the growing consumer demand for upscale gifting solutions, especially during festive seasons. This new offering represents a significant shift for the brand, known for its mass-market chocolates, as it seeks to elevate the Cadbury experience to a more luxurious level. To complement this launch, Cadbury has rolled out dedicated social media platforms to engage with its audience and highlight the exclusivity of the Studio range.
Positioned at a premium price of ₹494 for a 130-gram pack, Studio sits well above Cadbury’s widely popular Celebrations gift packs, which retail for ₹134 for 144.1 grams on platforms like Zepto. The stark price difference has sparked discussions about potential cannibalization within Cadbury’s product portfolio, as consumers might opt for Studio over Celebrations during gifting occasions.
To introduce the product in style, Mondelez has launched a star-studded campaign featuring Bollywood power couple Saif Ali Khan and Kareena Kapoor Khan. The campaign exudes sophistication and exclusivity, positioning Studio as the go-to choice for those seeking premium, luxurious chocolates. Directed by Shashanka Chaturvedi, also known as Bob, and produced by Good Morning Films, the campaign film reflects an elevated gifting experience, perfect for festivals and special occasions. Behind the creative strategy is Ogilvy, led by industry veterans Sukesh Nayak, Harshad Rajadhyaksha, and Kainaz Karmakar, while Wavemaker took charge of the media planning and strategy.
The packaging for Studio, designed by Design Bridge Singapore, was crafted with meticulous attention to detail, ensuring that it embodies the high-end positioning Cadbury aims to achieve with this new product line. Through this initiative, Mondelez is strategically positioning itself to capture the attention of discerning consumers who value both taste and the experience of premium gifting.
