Cadbury Choclairs launches limited-edition Batman Packs

Step into the streets of Gotham as Mondelez India’s most celebrated candy brand Cadbury Choclairs collaborates with the ultimate DC Super Hero – The Batman. With the global blockbuster film “The Batman” hitting the theatres, the partnership offers consumers an immersive trip to the Caped Crusaders hometown of Gotham City.

Speaking on the campaign, Anil Viswanathan, vice president - Marketing, Mondelez India said, “Over the years, superhero fandom and comic-culture in India has grown tremendously and we are thrilled to bring our consumers closer to their favorite superhero through our bite-sized indulgence. The partnership brings together the legacy of two iconic brands with tech experience at the heart of it. Not only does this reiterate our promise of offering consumers unique eat experiences, but also innovative experiences through scanning the Choclairs Gold pack.”

To enter the grim city of Gotham, all one needs to do is grab a pack of Cadbury Choclairs Gold, scan the Bat-shaped QR code available on the pack or a QR code inside every candy wrapper and transcend into the tumultuous city that The Batman protects. Consumers can virtually get a glimpse of many iconic locations on the microsite. That’s not all, there are also assured reward vouchers for everyone making a trip to the city virtually. One can also play The Riddler quiz to unlock thrilling surprises like Behind The Scene videos, wallpapers, IG/FB filters etc. If you’re lucky, the limited-edition batman packs will not only open doors to Gotham virtually but also give a chance to win a visit to The Gotham City in Warner Bros. World located in Abu Dhabi! The Bat-Signal is flashing, and the city of Gotham awaits!

This campaign has been rolled out on digital media through pre-release teasers and will see influencer content leading consumer engagement by driving users to the interactive microsite. There is also an on-ground activation planned through in-store visibility for the campaign.

The limited-edition packs are available in Cadbury Choclairs Gold (Rs.200 and Rs.50), Cadbury Choclairs Gold Coffee (Rs.200) pan India, across channels.