MEDIA-I: Cadbury goes online to counter India slide

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