Mondelez unveils Unity Bar on India’s 74th Independence Day

Mondelez India unveiled a special limited-edition Cadbury Unity Bar to celebrate India’s 74th Independence Day on 15 August 2020.

15 Aug 2020 | By WhatPackaging? Team

Anil Viswanathan, director – marketing (chocolates), insights and analytics, Mondelez India, said, “We understand the role our brands play in people’s lives as we continue to spread the message of generosity and goodness. The focus of the Unity Bar this year is on all Indians and the intrinsic sweetness that brings us together despite external adversity. The concept is a celebration of our shared sweetness – shared during not so sweet times among the country’s diverse citizens.”

Priced at Rs 200, the bar is a combination of dark, blended, milk and white chocolate. The thought process behind unveiling the bar was to celebrate India’s unity in adversity said Mondelez.

Sukesh Nayak, CCO, Ogilvy India, the creative agency behind the Unity Bar, said, "The brief was simple – how do we express a common sentiment of a billion people? The theme beautifully personifies the shared characteristics of people that are united because of their sweetness. The work has been designed for multiple platforms and will be led by video and static pieces.”

Mondelez had also committed all the proceeds from the sale of the Cadbury Unity Bar to the India FoodBanking Network – donating chocolate bars equivalent to the total proceeds to those in need.

The product’s launch was supported by an engaging digital activation, print advertisements and a new film.