Mumbai, March 21st, 2013: Cadbury India, a part of Mondelēz International,
today announced the launch of the all-new fruitier and fun-filled Tang through a
clever and creative television commercial. This is no ordinary TVC! It is based
on the insight that the mother-child relationship has evolved over time and that
today, kids want a 'say' in the decisions taken for them. The new commercial revolves
around the theme of 'negotiation', the give and take and the well-meaning tussle
that defines the changed dynamics of modern day parenting.
The film opens with a group of children gathered in a park to protest against "Mummygiri'.
The kids demand more time for play. They hold up banners and shout out the slogan
"Mummygiri nahi chalegi!" Not to be outdone, the mothers come back with a counter
offer: if you want more play time, you have to put in more study time! And so the
deal is struck. But the kids come back with one final request: give us the fruitier
new Tang every day. The all new fruitier Tang has 'added fruit powder' and also
provides enhanced vitamin nutrition, so moms have no problem with this. It is clearly
a win-win for all concerned.
Speaking about the campaign, Narayan Sundararaman; Category Director – Beverages,
Candy & Gum; Director – Consumer Insights & Strategy at Mondelez International
said, "Tang has been a great success story for us ever since its launch in India
and kids love the taste of Tang. Their favorite drink, which is available in 3 flavors
of Orange, Lemon and Mango, has now been made even more delicious, with added fruit
powder and vitamin goodness. The TVC captures a very powerful slice of life moment
in the mother-child relationship and presents a new parenting insight. It hits the
mark and communicates the brand message in the most engaging and Interesting way.
This new TVC will kick-off the season and we believe that consumers will see an
instant connect with the real life situation played out in the TVC."
He further adds, "This launch is supported with heavy marketing investments including
advertising, on-ground engagement, differentiated POB execution and PR."
Gajaraj Rao, Ad Director, Code Red Films, who developed the TVC Campaign said, "The
new Tang TVC campaign is created to reflect the attitudes of the kids of today,
who believe they have rights just as grown-ups do, even if the world is not ready
to see it that way. Mothers believe they need to set appropriate boundaries and
hence are continually balancing the 'yes' and the 'no'. The new Tang TVC has been
developed based on the theme of negotiation and plays on this tug of war between
mother and child in a fun way."
Sagar Mahabaleshwarkar, CCO, Bates CHI, who developed the TVC Campaign said, "Being
a father of a 10 year old daughter, this situation replays itself almost every day
at home. Kids find new ways to negotiate with their parents. Mothers too give in
to the demands as long as the demand is just. This has interestingly been used in
our new Tang communication. Sincerely hope moms and kids will enjoy this communication."
ABOUT CADBURY INDIA
Cadbury India Ltd. is a part of the Mondelēz International. Cadbury India operates
in five categories - Chocolate confectionery, Beverages, Biscuits, Gum and Candy.
In the Chocolate Confectionery business, Cadbury has maintained its undisputed leadership
over the years. Some of the key brands are Cadbury Dairy Milk, Bournvita, 5 Star,
Perk, Bournville, Celebrations, Halls, Éclairs, Tang and Oreo.
About Mondelēz International
Mondelēz International, Inc. (NASDAQ: MDLZ) is a global snacking powerhouse, with
2012 revenue of $35 billion. Creating delicious moments of joy in 165 countries,
Mondelēz International is a world leader in chocolate, biscuits, gum, candy, coffee
and powdered beverages, with billion-dollar brands such as Cadbury, Cadbury Dairy
Milk and Milka chocolate, Jacobs coffee, LU, Nabisco and Oreo
biscuits, Tang powdered beverages and Trident gum. Mondelēz International
is a proud member of the Standard and Poor's 500, NASDAQ 100 and Dow Jones Sustainability
Index. Visit www.mondelezinternational.com