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 and www.facebook.com/mondelezinternational.