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Cadbury Fuse Bhaari Hai - Mondelez India Foods - Cadbury Fuse JPG
Cadbury Fuse Bhaari Hai - Mondelez India Foods - Cadbury Fuse MP4 1m:00s

Cadbury Fuse Bhaari Hai
Brand: Cadbury Fuse
Client: Mondelez India Foods
Entrant: Ogilvy India

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Cadbury Fuse Bhaari Hai - Cadbury Fuse - Mondelez India Foods

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Entry Title: Cadbury Fuse Bhaari Hai
Brand: Cadbury Fuse
Client: Mondelez India Foods
Entrant Company: Ogilvy India
Description: Cadbury Fuse wanted to position itself as the most wholesome answer to hunger pangs, with its bhaari offering of peanuts coated with chocolate coated with caramel. This required a multi-faceted personality like The Great Khali who could deliver Fuse as a bhaari snack to millions, with his bhaari hands.
In addition to a commercial on YouTube that made a bhaari entry with over 16 million views, Cadbury Fuse launched a high-decibel digital campaign across platforms. This included capitalizing on the ongoing social media trend of block transition reels, select disclaimer videos on YouTube and quirky thumbstoppers, all emphasizing the ‘Bhaari-ness’ of the product.
These videos instantly became a hit among netizens, with Facebook thumbstopper videos garnering over 6 million impressions, 15 million views on YouTube and 3 million impressions on our Instagram reel. It was ultimately the synergy of three heavyweight champions – The Great Khali, Cadbury Fuse, and precision content targeting – that made this campaign a bhaari success.

English Translation: Instagram Reel:
Super: Bhaari hai! (It's Heavy)

Thumbstopper Translation:
Video 1
Fuse, It's Heavy.

Video 2
Oops!
Fuse, It’s Heavy.

Youtube Pre-roll ads:
Video 1
Before watching this Fuse Ad, work out your biceps. Understood?

Video 2:
One important warning. Do not attempt any of the stunts shown in this ad.
Company Credits: Ogilvy India
Company Credits: Wavemaker India
Company Credits: Mothership Productions
Individual Credits: CCO’s Ogilvy India – Harshad Rajadhyaksha, Kainaz Karmakar, Sukesh Nayak
Individual Credits: Executive Creative Director - Ramakrishnan Hariharan
Individual Credits: Creative Team - Nishant Jethi, Rucha Sawant, Yash Ambre, Tanya Agrawal
Individual Credits: President & Head of Office, Ogilvy Mumbai and Kolkata – Hirol Gandhi
Individual Credits: President & Head of Office Ogilvy Gurugram - Prakash Nair
Individual Credits: Account Management - Beenu Kurup, Shruti Paranjpe, Meher Nathani
Individual Credits: Deputy Chief Strategy Officer, Ogilvy India - Ganapathy Balagopalan
Individual Credits: Account Planning - Samhita Chaudhuri, Dhara Pujara, Kanupriya Mahajan
Individual Credits: MD, Mondelez Vietnam - Anil Viswanathan
Individual Credits: Brand Team (Mondelez India) –Pratik Shetty, Gayatri Patkar, Anirul Jindal
Individual Credits: Media Team (Mondelez India) – Anjali Krishnan, Yash Desai
Individual Credits: Shekhar Banerjee - Chief Client Officer, Wavemaker India
Individual Credits: Media Team (Wavemaker India) – Naina Shewakramani, Harshavardhan Desireddy, Nikhita Arora, Chintan Thakker, Rupesh Shah, Diganta Dey, Apeksha Dhuri
Individual Credits: Film Director - Kashif Memon, Mothership Productions
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