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Having tasted ‘sweet success’ of the chemistry between chocolate and Bengali sweetmeat last year, Cadbury India has now extended the reach of its innovative campaign.
The company has rolled out ‘Mishti weds Cadbury’ campaign to encourage more local mithai chains to make Cadbury Mishti.
Cadbury has increased the count of participating mithai chains from nine last year to 20 this year spread across 60 outlets, up from just about 20 last year, said Anil Viswanathan, Vice-President — Chocolates, Cadbury India.
The company has also taken the campaign to outer Kolkata and Durgapur this year.
“Bengal is a big mithai market and a fusion of chocolate and mithai presents a great opportunity for us to build relevance and drive consumption. In the first year of the Misthi Shera Shristhi campaign, we received very encouraging response garnering over 12 lakh votes,” Viswanathan said in an e-mail response to a questionnaire sent by Business Line .
Marketing initiatives
The campaign, which is likely to go on for more than a month, will see selected outlets decorated as wedding mandap with people manning the shop dressed in traditional wedding attire. The Cadbury Mishti made at each of these stores would be tasted and rated by the visiting consumers.
Cadbury has partnered with leading colleges of Kolkata including IIM-C to provide marketing support to sweetmeat shops and to drive traffic.
The company did not divulge the exact investment on the marketing campaign. However, Viswanathan said, “It accounts for a significant part of the marketing spends for this region.”
Innovative Products
Balaram Mullick and Radharaman Mullick, the winners of last years’ campaign, have launched two new products – ‘Nolen Berry’ and ‘Mrs Cadmish’ this year - said its proprietor Sudip Mullick.
“Such campaigns will encourage us to produce innovative products and also look at improving our marketing strategies, which will in turn benefit the otherwise unorganised sweetmeat market in the State,” Rahul Chaurasia, Partner, Ganguram Sweets, said.
Ganguram, which participated in the previous campaign, had witnessed a good traction in sales. “Our sales had almost doubled during the campaign period last year. Chocolate sweets, which earlier accounted for about 10 per cent of our total portfolio, has now been increased to 20 per cent due to high demand,” he said.
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