Cadbury introduces Madbury 3.0, a campaign innovated by its consumers

Cadbury introduces Madbury 3.0, a campaign innovated by its consumers

Launched two new flavours: Crispy Rabdi and Crunchy Cola.

Cadbury

Mumbai: Under the Madbury campaign, Mondelez India has introduced two new limited-edition flavours created by the consumers.

After winning consumer hearts throughout the country during the last two editions in 2021, the brand was on the look-out for the most unique combinations with Cadbury Dairy Milk that represented "Meethin Yaadon Se Bani Yeh Cadbury." The brand has selected two winning flavours, 'Crispy Rabdi' and 'Crunchy Cola,' after rigorous consumer testing.

The launch of the winning flavours will be amplified through digital films, outdoor and print.

The campaign secured over 3.2 million entries from consumers from over 5,000 locations across the country. The participants were allowed to choose from 100 ingredients across eight categories, and crispy rabdi, biscuit tea, crunchy cola, tiramisu, and banoffee were just some of the delectable combinations tested before announcing the winning flavours.

'Crispy Rabdi' is a perfect blend of authentic rabdi flavour with crispy butterscotch nuts, and 'Crunchy Cola' is a fizzy cola flavour with crunchy Cadbury Gems, created by Omkar Madhav Awate from Pune and Mughda Satish Kulkarni from Ahmednagar, respectively, made the cut from millions of entries.

Speaking of this democratic campaign, Mondelez India vice president – marketing Anil Viswanathan said, "At Mondelez India, we believe there is an innovator hidden inside every Indian, and with each edition of the Madbury campaign, we aim to shine a spotlight on such unique creations and the nation’s increasing appetite for experimentation. As a brand that is constantly on the look-out for new ways to engage with our consumers, "Meethin Yaadon Se Bani Yeh Cadbury" has proven to be the perfect gateway of innovation powered by nostalgic memories and a way to truly be a part of the Cadbury Dairy Milk family. A campaign ‘of the people, by the people and for the people’, Madbury will continue to provide consumers the opportunity to create a Cadbury chocolate that will satiate the diverse snacking palate of the nation. We are thrilled with the love the campaign has received since its inception, and we look forward to building a deeper bond with our consumers."