For Avid Gamers, Cadbury Fuse Creates Books Allowing You to Hide & Control Your Smartphone

“What better way to engage with gamers than by inventing a never-before, quirky tech gaming device that is the answer to every gamer’s prayers?”

Mondelez India’s brand, Cadbury Fuse, has rolled out a new campaign that allows gamers to place their smartphone inside a book to avoid detection from those around them who might interrupt their gaming time.

Called “Confuseing Controllers,” the brand aims to highlight itself as the perfect snacking partner for gamers who want a quick, filling, and “on-the-go snack for some uninterrupted gaming.”


To bring the idea to life, it worked with creative partner, Ogilvy India, to create a tech gaming innovation -whish is designed to look like “books of wisdom.”

Why you may ask. The digital film reveals a common problem gamers face. That of being interrupted 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’”, the brand said.


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 ad does feature a disclaimer saying “Not intended to encourage gaming. Gaming has implications and can be addictive. Apply your discretion and decide responsibly in use of the gaming controllers.”

Nitin Saini, Vice President – Marketing, Mondelez India said, “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 added, “What better way to engage with gamers than by inventing a never-before, quirky tech gaming device that is the answer to every gamer’s prayers?

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 ought to do something more useful. Keeping the brand’s humorous tone of voice was something that was important not just while thinking of the innovation but also in its execution – the book titles, back covers, the tech which is state-of-the-art, as well as the website. ”

Shekhar Banerjee, Chief Client Officer & Office Head – West, Wavemaker India added, “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.”


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