Mumbai: Mondelez India’s Cadbury Fuse has rolled out a new marketing campaign with WWE champion The Great Khali to support its newest ‘bhaari’ proposition.

The new campaign “Cadbury Fuse, Bhaari Hai” aka “It’s Heavy” showcases the product as a substantial snack catering to hunger pangs throughout the day.

To bring alive ‘Bhaari’ ness of the campaign, the brand has on boarded former WWE World HeavyWeight champion, Dalip Singh Rana aka The Great Khali.

Setting the new proposition in action, the TVC opens with two students discussing hunger pangs hitting them through what seems like a never-ending science lecture. While all the students continue to work on their assigned tasks, one of them is seen sending out a text message seeking help. The film then cuts to a shot of The Great Khali walking in, to his rescue, revealing the Bhaari/Heavy Cadbury Fuse as he reaches the student. The ad ends with Khali feeding the student Cadbury Fuse, a snack that satisfies Bhaari Bhook.

In addition to the TVC, the campaign is supported by high decibel digital and innovative outdoor initiatives. This includes capitalizing on the ongoing social media trend of block transition reels, select disclaimer videos on YouTube and impactful on-ground activations, all emphasizing on the ‘Bhaari’ness of the product.

Speaking about the campaign, Mondelez India  president (marketing) Anil Viswanathan said, “The role of snacking has evolved considerably over the past couple of years. Consumers are constantly on the lookout for snacks that are not only indulgent but also filling at the same time. Our premium countline brand, Cadbury Fuse has been bridging that gap in consumers’ lives ever since its launch in 2016. With this new proposition, we aim to recapitulate Cadbury Fuse as a substantial, filling snack, that reigns in hunger pangs while providing a great taste experience. With The Great Khali on board, we are excited to see India’s favourite HeavyWeight champion help us manifest the Bhaari messaging behind the latest campaign”

Talking about the execution and idea behind the campaign Ogilvy chief creative officers Kainaz Karmakar and Harshad Rajadhyaksha, said "In the new campaign for Cadbury Fuse we put the spotlight on what the product delivers best – it’s a bhaari snack, stuffed with peanuts, chocolate and caramel, making it the most wholesome answer to hunger. To exaggerate the ‘bhaari-ness’ we use Khali as the carrier and the feeder."

"The director, Abhinav Pratiman has delivered the humour just right. Khali is almost apologetic about the disruption his entry causes. The subtle chaos in the chemistry lab, the reaction of the students and the professor will make people want to see the commercial every time it plays," they added.

Wavemaker chief client officer head West Shekhar Banerjee added, “What you will see is the synergy of three heavyweight champions. The Great Khali, Cadbury Fuse, and power of precision content targeting. This is a very creative use of custom intent and AI driven search content, helping us in hijacking every piece of content around snacks with Khali like a bolt from the blue, establishing Fuse as a Bhaari snack.”