As solar eclipse coincides with World Cookie day on December 4, 2021, Mondelez India’s Cadbury Chocobakes brings its latest campaign with an AR-filter on Snapchat for the people in the country.
As Solar Eclipse is set to give a miss in India on December 4, 2021, Mondelez India’s Cadbury Chocobakes Choco-filled cookies launched its latest campaign on the day that also coincides with World Cookie Day with Cookie-Clipse.
With the AR-initiative, the brand released an AR-filter on Snapchat that gets activated against the eclipse sky and eclipses the sun with a Cadbury Chocobakes Choc-Filled Cookie.
Cadbury Chocobakes’ cookie-clipse campaign aims to bring the astronomical phenomenon with the rest of the world while combining it with the chocolate cookies on the cookie day.
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Sunainika Singh, Category Head – Biscuits & Bakes, Mondelez India, said, “Cadbury Chocobakes loves celebrating the joy of discovery. The world Cookie Day, coinciding with the Solar Eclipse was a great opportunity for Cadbury Chocobakes center-filled cookies to give a nice surprise to delight our consumers. The Cookie-Clipse AR filter is an innovative interaction with our brand that will definitely find a sweet spot with consumers.”
Akshay Seth, Group Creative Director & Chinmay Raut, Sr. Creative Director, Ogilvy India, said, “The serendipity of World Cookie Day and Solar Eclipse being on the same day this year, was too good an opportunity to miss out on. Given the brand’s “more than meets the eye” persona and the fact that the eclipse was going to give India a miss, we decided to give everyone the chance to create an eclipse with Cookie-clipse. For if you think of it, a solar eclipse is like having a cookie in the sky.”
Shekhar Banerjee, Chief Client Officer & Office Head, West, Wavemaker India, said, “While Sun, Moon, and Earth were literally aligned to make this a great idea, our challenge was to create the full eclipse experience in India. We recreated the eclipse with a most commonly used tech of camera filters. We didn’t want to stop there, we also worked with partners to cast the shadow on sun using outdoors, news portals, etc. to bring alive the total eclipse.”
The digital-first campaign introduces its audiences to the Snapchat filter through social conversations, followed by creative outdoor activation and influencer engagement. The social media posts across Snapchat, YouTube, Instagram, and Facebook will take the audiences to the filter and experience eclipse on December 4 like never before. On using the filter, consumers will get access to special discounts and gifts.