Mondelez India has revealed the winners of the Madbury 4.0 campaign which used Technology to bring two users from anywhere in the country to come together and create their version of Cadbury Dairy Milk.
From a whopping 5 million entries this year, the winning flavours of India’s favourite chocolate— Nutty Kulfi by Soumitra (Kolkata) and Pooja (Pune), and Tangy Mango by Suresh (Bangalore) and Raghuveer (Alwar) were found after thorough consumer testing. To celebrate the win, and embrace the twist of Madbury Duet, the brand has launched two new films that highlight the unique combination of flavours created by all those who came together from across India.
Announced in December 2022, the fourth edition of the contest, Madbury Duet, saw a record-breaking participation from consumers the brand said with the campaign seing consumers enter from across the country who were encouraged to choose from 100 ingredients across 8 categories such as Sweets & Desserts, Desi Drinks, Spices & Tangy, Fruity Fun, Crunchy & Chewy and House of Cadbury.
Consumers largely chose the ones that tapped into nostalgic moments or deep emotional connections from their childhood days. Some of the ingredients that topped the list included Gulab Jamun, Boondi Laddu, Kaju Katli, and more.
Speaking about this campaign, Mr. Nitin Saini, Vice President, Marketing, Mondelez India said, “Over the past three years we have seen Indians don their chefs’ caps and experiment with their favourite chocolate! With Madbury 4.0, we aimed to continue this trail of innovation and nostalgia by bringing India together with a fun twist by highlighting the power of collaboration. After receiving more entries than we ever have before, this has clearly been a success for us.
The two winning flavours of Cadbury Dairy Milk— Nutty Kulfi and Tangy Mango are a testament to the creativity of Cadbury lovers. We are excited to continue providing our consumers with the opportunity and platform to create a Cadbury Chocolate which reflects the diverse taste preferences in India”
Sukesh Nayak, Chief Creative Officer, Ogilvy India, added “With the launch of Madbury Duet we leveraged the different flavours and ingredients in India. It gave people a chance to pair up with someone from a different geography or cultural background and create a version of Cadbury that truly represents the diversity of India. From over 5 million entries, consumers voted for two special combinations as this season’s winning flavours – Nutty Kulfi and Tangy Mango. The intention with the campaign is to put the spotlight on these unique flavour combinations and evoke sense memories that we all associate with them, thereby building strong desire for their taste.”
In celebration of the two new flavours, the digital films highlight the essence of the different ingredients and how they have brought happiness to consumers of all age groups over the years. Whether it is the fond memories of enjoying kulfi after school or savoring the pleasure of indulging in summer mangoes, both films showcase the introduction of two new flavours Nutty Kulfi and Tangy Mango in a delectable manner.
The limited edition and off-beat Madbury flavours – Nutty Kulfi and Tangy Mango are available across traditional stores as well as e-commerce platforms at the price of INR 45 each for 36 gms.