POWER MOVES

| Cadbury Bournville

Bournville rides with the Dark Knight

SAYANTANI KAR uper-hero movies will never be the same again after Christopher Nolan took over the Batman franchise. Nolans brooding but larger-than-life cinema has given Cadbury India (now a part of Krafts Foods) the perfect opening for a large scale campaign for its dark chocolate, Bournville. The last instalment in Nolans Batman trilogy, titled The Dark Knight Rises (TDKR), produced by Warner Bros, will quench avid anticipation on the 20th of July. Cadbury Bournville has scripted an association with the movie to reach an audience who like their movies and chocolate dark. Following two criticallyacclaimed and popular movies in the series has ensured that TDKR is highly anticipated. Venkatesan Chandramouli, director (strategy and snacking), Cadbury India says, There are so many people already conversing about it on social media. Our communication will stoke their appetite for the film. But Bournville is a dark chocolate, a variety not exactly a hit with

with a superhero movie? Chandramouli says Bournville has a great appeal among young adults, anywhere between 19-30 years of age. That is also the audience who are eagerly waiting for the movie in large towns. Ogilvy India National Creative Director Abhijit Avasthi shares, Bournvilles purchasing and repurchasing patterns have shown that there is a sizeable young audience as well who experiment with bitter chocolate. To tap into such an audience, the campaign will have an epicentre

as high decibel cam- Bournvilles in-cinema branding. paigns are wont to have. association with An animated comThe branding also TDKR aims to mercial and a crowdmarks a few firsts for reach an audience sourced pixel contest Cadbury in India. It is that likes its have flagged off the first launching special The movies and leg of the internet camDark Knight Rises packs chocolate dark paign. Daily Batman of Bournville for a trivia and bat signs will strong in-store branding and link to characterise the Facebook and the online fun. But most interest- YouTube pages of Cadbury ingly, this is the largest digital cam- Bournville. Tying the thrill of the paign for Cadbury in India so far Warner Bros Batman series with and exceeds its budget for TV and the premium cocoa ingredient of a cinemas for the campaign, even Bournville, there will be a final conthough there will be a 30-second test, called Bean Hijack for fans to

online clues. Winners of the many contests will be treated to anything from movie merchandise, special premiers of the movie in five cities, to a free trip to Warner Bros Movie World in Australia. Chandramouli says, For most Indians, these are very interesting takeaways that Bournville has promised. Cadbury Bournvilles blitzkrieg around the TDKR fan frenzy could help the brand. While it is the only Indian dark chocolate brand in the market, it still operates in the rarefied segment that is only 1.5-2 per cent of the ~3,500-crore chocolate market in India. While Cadbury has toned down the bitterness with medium cocoa content and raisins and nuts, it has always leaned on the Internet to net its premium clientele. It had marked its launch with not just TVCs but a blog written by a fictitious character, who looks for stories of people who have earned their rewards, in line with Bournvilles tagline. Bournvilles latest campaign to flank prospective The Dark Knight Rises fans is a testament to what Avasthi says: We have decided to increase the digital engagement for