MUMBAI: Cadbury India has launched Cadbury Dairy Milk Silk, a new variant under its Dairy Milk (CDM) brand.
Priced at Rs 49 for 69 grams and Rs 99 for 160 grams bar, the CDM Silk offering will be available in milk chocolate, roast almond and fruit & nut variants.
Cadbury India marketing executive director Sanjay Purohit says, "Our newest offering, CDM Silk has been specially formulated to cater to the Indian consumers craving for smoother, creamier and finer chocolate available internationally. The initial consumer feedback during the test marketing has been very encouraging and many perceive CDM Silk to be superior to other international chocolate brands available in the country."
CDM Silk will be promoted extensively through a 360 degree campaign created by Ogilvy & Mather. The marketing communication will encompass TV, print, outdoor and internet.
The chocolate market in India is estimated at Rs 20 billion .Cadbury India has a market share of over 70 per cent in the chocolate segment.