Mondelez India launches Cadbury Silk desserts range with a new campaign

The new range will launch with a film featuring a couple enjoying the product, highlighting Cadbury Silk Desserts.

Mondelez India, a snacking brand, have announced the launch of their revolutionary new dessert range ‘Cadbury Silk Desserts’.  The range includes two products: ‘Cadbury Silk Dessert Brownie’ and ‘Cadbury Silk Dessert Plum Cake.’

Mondelez India is expanding its offerings with a new at-home dessert that combines the smooth texture of Cadbury Silk chocolate with a moist cake-like center. This product features rich flavors and textures, merging chocolates and desserts.

Commenting on the launch, Nitin Saini- vice president marketing at Mondelez India, said, "We’re thrilled to unveil our latest innovation, ‘Cadbury Silk Desserts’ from the house of Mondelez India. Our Global State of Snacking Report 2023 highlights a growing consumer preference for indulgent eat experiences. This novel eat format, which is also a first in chocolates, aligns perfectly with the evolving consumer palates, especially the Dessert lovers. By combining the beloved taste of Cadbury Silk with the satisfaction of a decadent dessert, we aim to make Cadbury Silk Brownie and Plum Cake a household favorite for those seeking an easy ultimate indulgence, wrapped in a bar."

Kainaz Karmakar and Harshad Rajadhyaksha, chief creative officers, Ogilvy India also added “The idea of the film is to bring out the surprise of a brownie inside a bar of Silk. This is not just a variant but the launch of Silk Desserts, an even more premium offering from Silk. The film is a sweet story of how a guy creates a dessert experience for a girl using nothing but a bar of Silk Brownie. The idea of plating it is intentional as it is special enough to be plated. The film was led by our ECD, Akshay Seth and directed by Aarti Desai from Caffine films.”

Shekhar Banerjee, chief client officer and office head, West, North & East, Wavemaker India said, “Our strategy for the Cadbury Silk Dessert launch is to emphasize on the dessert indulgence. Through AI-driven innovations on content platforms like YouTube, unique partnerships with cafes, quick commerce platforms, cinemas, and airports, we are ensuring Cadbury Silk Dessert addresses the dessert cravings wherever they arise.”

This new range will launch with a film featuring a couple enjoying the product, highlighting Cadbury Silk Desserts. The launch will also be supported by a 360-degree communication campaign, designed to bring to the fore the company’s latest innovation. Priced at Rs 140 for 70 gms and Rs 280 for 140 gms, the Cadbury Silk Desserts will be available nationwide.