Cadbury launches marketing campaign for 'Tang' in India

Cadbury India, a part of Kraft Foods, on Thursday launched its first marketing campaign in India for its global power brand Tang, which is targeted at mothers.

"Findings from our research with mothers and children reveal that a child's day is no different from that of an adult, with the level of activities that they perform. Our campaign focuses on a mother''s continuous effort to create a fun and exciting atmosphere to bring out the best in her child," Cadbury India's Director, Powdered Beverages, Gum and Candy, Narayan Sundararaman, said in a press release issued here.

The Tang total video converter (TVC), developed by Bates 141, showcases the innate creativity, talent and enthusiasm in every child, he said.

"The launch of this TVC will be supported by a robust marketing campaign, including activations and sampling in urban and semi-urban cities across India. The communications campaign will be also leveraged through digital media," Sundararaman said.