After concluding the mega campaign – Oreo Dunkathon, Kraft Food unleashed another on ground engagement for its brand – Cadbury’s Gems. This was carried out at the heavy footfall event, Mumbai Marathon 2014. Participants and spectators alike were treated to the sight of two life-size pandas taking off at the starting line when the marathon was flagged off. Detective Panda and Magician Panda, official brand mascots participated in the race.



Right from the registration desks to donning their number bibs to running the marathon, they were present through it all in broad daylight. The activation was managed by Madison Pinnacle, the creative partner for Cadbury’s for the event.



Shekhar Banerjee, COO, Madison Pinnacle, said, "This one of its kind brand intervention was a super success on-ground with the Forty thousand people running in the marathon. Staying true to our integrated planning approach it was an even bigger success online with #SpotThePanda trending globally on social media as early as Friday. It’s not over yet, wait for the next leg as we create online frenzy with the video content of the Pandas in Marathon."



The activation exercise managed to attract onlookers and runners alike. Pandas running with marathoners was meant to reinforce the brand’s playful spirit. Candy is not only consumed by kids but also by adults and that is what Gems is trying to portray, besides most other brands like Cadbury Dairy Milk, all of which are now focusing on the adult consumer aspect of the chocolate industry.Cadbury Gems holds 7.3 per cent market share in the chocolate category, as per Nielsen data.