Cadbury Launches ‘GLOW’ – Its Luxury Gift Offering to the India Markets

Siddhartha Mukherjee, Executive Director, Chocolate Category & Media, Mondelez India Foods Limited (Formerly Cadbury India Ltd.)

 On Monday, 22 September, Siddhartha Mukherjee, Executive Director, Chocolate Category & Media, Mondelez India Foods Limited (Formerly Cadbury India Ltd.), unveiled the Luxury Chocolate Brand – GLOW, at Svelte Hotels & Personal Suits, Saket, before it is launched in any other Global market. They have put up a Pop-Up Store for 15 days at Select City Walk Mall, wherein consumers can experience the unique treasure box like pack of Cadbury Glow and sample and relish the luxurious Pralines which are imported from Europe.
GLOW is crafted exclusively in Bratislava (Slovakia), special attention has been taken to ensure that the pralines are truly worthy of being gifted to a loved one. The beautiful gold and purple packaging of Cadbury Glow is reminiscent of a treasure chest that glows from the inside out, filled with luxurious chocolate pralines that would leave a precious feeling. Mr. Siddhartha Mukherjee, was quoted as saying, ‘GLOW will find favour with a niche audience that appreciates quality and is looking for a refined gift. This prompted us to choose Delhi as the ideal location to introduce the first Cadbury Glow Signature Experience which offers an enhanced, experiential journey into the world of GLOW, to everyone who walks in.
Globally, chocolate gifting constitutes nearly 15-35% of the total chocolate market of which India holds 5-7%. The total size of the chocolate market in India is estimated to be 6000 Crore, according to AC Nielson data & the chocolate gift market is about 6% of this. Premium chocolates are about 6-8% of the total chocolate market. This thus drove Cadbury to encash upon the huge opportunity which lay in the premium gifting section. A new TV Commercial, done by Ogilvy & Mather, which brings to life a GLOW moment between a young couple is set to go on air soon. Through its unique storyline, the TVC strives to convey the brand promise of creating a ‘glow moments’ – acts of thoughtfulness and imagination which shows those who matter to you that they really do. Featuring Rajkummar Rao and Aditi Rao Hydari, the TVC brings out the elements of celebration and luxury that the brand is inspired by. Launched digitally, the TVC will go on air by early October.
For this festive season, Mondelez India gives its consumers it’s 3^rd gifting brand – GLOW, that is positioned as a luxury product. The other two brands in the gifting portfolio are Celebrations & Toblerone. Celebrations also has a premium gifting range called Rich Dry Fruit Collection priced between Rs. 250 and Rs. 575. GLOW on the other hand starts from a pack size of 16 pieces (160 g) priced at Rs. 400 to 24 pieces (240 g) for Rs.600 and a special Diwali pack of 56 pieces (560 g) for Rs.2000.  It truly feels like you are biting on to luxury when the soft cover breaks down and lets you taste the liquid center of the praline. Go ahead gorge and gift!