KYOORIUS CREATIVE AWARDS - Gaming & Virtual Worlds (Brand Experience)

Con’FUSE’ing Controllers - Mondelez India Foods - Cadbury Fuse JPG
Con’FUSE’ing Controllers - Mondelez India Foods - Cadbury Fuse MP4 2m:04s

Con’FUSE’ing Controllers
Brand: Cadbury Fuse
Client: Mondelez India Foods
Entrant: Ogilvy India

Con’FUSE’ing Controllers - Cadbury Fuse - Mondelez India Foods

Baby Blue Elephant

Entry Title: Con’FUSE’ing Controllers
Brand: Cadbury Fuse
Client: Mondelez India Foods
Entrant Company: Ogilvy India
Description: Gamers are a large passionate community (100MM below 25 years who play daily) in India. Brands have often been extremely transactional in their approach with them which means that they disappear in the clutter. Cadbury Fuse wanted to build meaningful relevance to this audience, so Fuse is top of mind when they think of gaming.

Fuse looked at a genuine problem gamers face. Their parents often interrupt kids’ game play, for they feel gaming is a waste of time and their kids can do something more useful instead. Like reading books.
So for the greater good of gamers, Fuse invented a quirky tech gaming innovation - ConFuseing Controllers. These ConFuseing Controllers are gaming controllers designed and disguised to look like books of great wisdom. On the outside they look like books of intellect but on the inside, are hidden gaming controls, a discreet mobile holding section, Bluetooth, and many more things.
Thus making it seem to parents that their kids are reading, who no longer interrupt them and gamers enjoy hours of uninterrupted playtime.
These limited-edition controllers were available on where gamers had to play the fuse game to be a lucky winner.
Company Credits: Ogilvy India
Company Credits: Wavemaker India
Company Credits: ADSMN Pvt Ltd
Company Credits: Inbox Creations
Company Credits: Qench Studios
Individual Credits: CCO’s Ogilvy India – Harshad Rajadhyaksha, Kainaz Karmakar, Sukesh Nayak
Individual Credits: Creative Team – Akshay Seth, Chinmay Raut, Yash Narvekar
Individual Credits: President & Head of Office, Ogilvy Mumbai and Kolkata – Hirol Gandhi
Individual Credits: Account Management – Maninder Bali, Beenu Kurup, Shruti Paranjpe, Ahana Banerjee
Individual Credits: Deputy Chief Strategy Officer, Ogilvy India – Ganapathy Balagopalan
Individual Credits: Account Planning – Samhita Chaudhuri, Kanupriya Mahajan
Individual Credits: Creative Tech & Innovation team - Rajneesh Bolia, Dishant Malik, Vaishali Mange
Individual Credits: MD, Mondelez Vietnam – Anil Viswanathan
Individual Credits: Brand Team (Mondelez India) – Sidharth Singh, Thomas Oommen, Anirul Jindal, Shikha Agarwal
Individual Credits: Media Team (Mondelez India) – Anjali Krishnan, Yash Desai
Individual Credits: Chief Client Officer, Wavemaker India - Shekhar Banerjee
Individual Credits: Media Team (Wavemaker India) – Naina Shewakramani, Harshavardhan Desireddy, Satish Rajamani, Nikhita Arora, Chintan Thakker, Rupesh Shah, Diganta Dey, Navneet Kabra, Prathik Shetty
Individual Credits: Technology Partners – ADSMN Pvt Ltd, Inbox Creations
Individual Credits: Film Director – Siddharth Agnihotri
Individual Credits: Avadhut Hembade - Photographer, Qench Studios
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