Mondelez India gears up to take a big bite out of the premium gifting market

Many Indians would have grown up with memories of receiving a box of Cadbury’s chocolates on most festivals; be it Diwali or Raksha Bandhan. The brand had become so ubiquitous with celebrations that it even launched a product line titled ‘Cadbury Celebrations’.

However, a growing number of consumers in the country are gravitating towards customised and high-quality gifting options. The objective is to impress and delight the recipient and leave a lasting impression on them, with nary a glance at the price tag.

Joining the fray, Mondelez India has thrown a delicious curveball into the premium gifting scene with its latest offering. Its ‘Studio Creations by Cadbury’ is a collection of luxurious pralines that brings together artistry and indulgence in a sophisticated way.

The launch is a bold move for the company, marking its biggest product introduction in over five years and coinciding with the bustling Indian festive season. While chocolates, especially from Cadbury, have long been a go-to gift option during festivals, this new range aims to elevate that tradition into the realm of high-end gifting, catering to modern urban consumers who crave sophistication and uniqueness.

A new dimension in premium gifting

Mondelez India claimed that ‘Studio Creations by Cadbury’ isn’t just another box of chocolates; it’s a carefully curated collection that pushes the boundaries of what consumers expect from the brand. The range includes three decadent flavours—Gianduja, Brownie Aux Noix, and Chocolat A L’Orange—each crafted to offer a different taste experience.

But beyond the taste, it’s the packaging that truly sets this collection apart. This is also the highlight of its latest ad campaign, conceptualised by Ogilvy India. The ad film stars Kareena Kapoor Khan and Saif Ali Khan—two Bollywood stars known for their classy yet approachable appeal.

According to Sukesh Nayak, chief creative officer at Ogilvy India, the campaign capitalises on the couple’s effortless chemistry to portray ‘Studio Creations by Cadbury’ as a luxurious yet accessible choice. "What stands out is how different and classy it looks and feels amongst all its competition. The film shows how the box of Studio pralines catches attention like a piece of art does," he said.

Artistry at the core of the design

Housed in jewel-toned boxes with intricate details, the product has been designed to be as much a visual feast as it is a treat for the tastebuds. To bring this concept to life, Mondelez turned to the creative expertise of Design Bridge and Partners.

This design agency has a longstanding relationship with the confectionery and snacking company, having worked on packaging for brands like Cadbury Dairy Milk Silk, Oreo, and Chocobakes. Together, they worked towards creating a range that would not only appeal to the urban, affluent consumer but would also stand out in the crowded premium gifting space.

While working on this project, the biggest challenge for Phil Dall, executive creative director at Design Bridge and Partners for Southeast Asia and India, was to stretch Cadbury’s image from a mainstream, accessible brand into the ultra-premium category.

Phil Dall, executive creative director at Design Bridge and Partners for Southeast Asia and India.

"Impression takes expression in the world of luxury gifting. Your choice of gift is a reflection of your own taste and discernment," he told Campaign. The concept of ‘Studio Creations by Cadbury’ was born from this insight, and the result is a brand that embodies creativity and self-expression.

Packaging that matches the product’s personality

The packaging features a bespoke design where every element was chosen to convey luxury, artistry, and refinement. The design draws inspiration from creative studios, using materials like kappa board for the box, and incorporating sliding trays to give it a jewellery box-like feel.

As Dall puts it, "Creative spaces are where artistry happens, the packaging is the ultimate expression of our creativity." The box is not just a vessel for the chocolates but an extension of the premium experience itself, ensuring that every interaction with the product, from the unboxing to the final bite, feels special.

Nitin Saini, vice president of marketing at Mondelez India.

To ensure the chocolates themselves took centre stage, the design team collaborated with artist Tom Abiss Smith to create a textured illustration for the packaging. This helped strike a balance between artistry and practicality, ensuring the product stood out without overwhelming the consumer with over-complicated design elements.

"The use of colour is key in the world of self-expression," Dall explained. He also noted that mixing Cadbury’s signature purple with white tones creates a premium look while staying true to the brand's identity.

Elevating the chocolate gifting tradition

India's chocolate market was valued at $2.6 billion in 2023, and it is projected to grow to $5.3 billion by 2032, with a compound annual growth rate (CAGR) of 7.7% from 2024 to 2032, according to IMARC Group. This expansion is being driven by the increasing prevalence of e-commerce and quick-commerce platforms, which provide easy access to a variety of local and international chocolate brands.

Moreover, with rising disposable income and brand awareness, consumers have a growing inclination to try out new flavours and premium offerings, especially when they are ensconced in innovative packaging options.

To tap this burgeoning interest, Mondelez's omnichannel strategy, developed in partnership with Wavemaker India, has a dual-pronged approach. It has been crafted to ensure the product is not only seen on media platforms and retail shelves but is also available wherever its target consumers shop. This includes quick commerce platforms, premium retail stores, and even niche gourmet shops.

Wavemaker India’s chief client officer, Shekhar Banerjee, highlighted how the campaign involved precise audience segmentation and strategic media usage to ensure the premium positioning of the product hit the right chords.

Eying year-round premium gifting

Gifting during festive seasons is a deeply ingrained tradition in India, and chocolate has slowly but surely carved out a significant place in this space. While traditional sweets like mithai still dominate, chocolates, particularly those from brands like Cadbury, have remained popular for their convenience, modernity, and appeal across generations.

With ‘Studio Creations by Cadbury’, Mondelez is taking that one step further by offering consumers something that feels truly luxurious—both in taste and presentation.

The packaging features a bespoke design where every element was chosen to convey luxury, artistry, and refinement.

However, this launch isn’t just about the festive season. While Diwali undoubtedly presents a massive opportunity for sales, Nitin Saini, Vice president of marketing at Mondelez India, clarified that the range is intended to be a year-round offering.

"We believe it will be a great opportunity in the social visitation occasion for modern urban consumers looking for premium gifts in these moments," he told Campaign. This aligns with broader consumer trends that show a growing demand for premium, sophisticated products not just during holidays but for special occasions throughout the year.”

While the concept of pralines may still be relatively new to the Indian market, Mondelez along with Design Bridge and Partners are betting on their appeal to a more refined consumer base. As consumers increasingly look for gifts that reflect their own personal style and tastes, products like ‘Studio Creations by Cadbury’ offer something that feels unique and expressive.

And as Phil Dall hinted, this is just the beginning. There are plans for further artist collaborations and limited-edition collections under the brand, leaving plenty of room for creative experimentation.

In a market where gifting options are endless, Mondelez is trying to carve out a niche with ‘Studio Creations by Cadbury’, offering a product that blends luxury, creativity, and indulgence in equal measure. Whether it becomes the go-to gift for the festive season or finds a place in premium gifting year-round, one thing is certain: the company is eager to take a big bite out of the confectionery business, by stretching beyond its mainstream roots.