MEDIA-I: Cadbury goes online to counter India slide

MUMBAI: Cadbury has launched a website to tempt Indian consumers at a time when the economic slowdown is taking a huge bite into confectionary sales. The www.temptations world.com website has been created to support the launch of the Temptations range, which is being advertised on prime-time as "too good to share", according to a spokesperson for Cadbury India. The spokesperson said the chocolate brand is targeting around five per cent of the total chocolate market - estimated to be worth up to Rs20 billion (US$417 million) - with the launch of the Temptations range. Cadbury's primary target group is the 25-40 year-old segment from India's top tier cities. "The response has been overwhelming. We are getting a large number of registrations on our website," said the spokesperson. The website features facts about chocolates, with links to other Cadbury websites around the world. The integrated campaign includes television and outdoor advertising, as well as a below-the-line promotion on the internet which is linked to the purchase of the brand in India. The chocolate brand has also used other non-traditional media in India, such as automatic teller machine. Every pack of Cadbury's Temptations comes with an inlay card which features the history of Cadbury's chocolates internationally, the best ways to consume chocolates as well as a number which allows consumers to access the website and participate in a contest, featuring a grand prize of a trip for two to the Seychelles. The Temptations range, which costs Rs30 for one bar, is available in five different flavours, including roast almond coffee, old Jamaica, honey apricot, mint crunch and black forest. The range has been created to withstand India's warm climate and ensures the chocolate stays solid in all temperatures. The TVCs were produced by Contract Advertising in India. One TVC features a 30-something couple playing pranks on each other at home, including making a crank telephone call, to avoid sharing their Temptation chocolates. Cadbury also teamed up with Star TV for an online promotion with competitions and giveaways. The spokesperson added that the integrated campaign had already resulted in a surge in sales.

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