Mondelez India, which has vehemently targeted young adults and adults with new products and goofy advertising over some decades now, seems to be switching gears. Its latest launch, Cadbury Dairy Milk Milkinis, is unabashedly “playful”. With crème-filled bars priced at 20 and40, it is looking to attract a younger and more carefree cohort.

“Milkinis marks an exciting new chapter for Cadbury Dairy Milk in India,” says Nitin Saini, vice president – marketing, Mondelez India, which commands over 65% share of the chocolate market in India. “Designed as a shareable treat, its crème-filled format naturally resonates with younger consumers.”

Cadbury’s advertising

For more than a decade, Cadbury’s advertising leaned into the world of romance and sophistication. Dairy Milk Silk with its “Kiss Me

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