Campaign SpotlightPress Release

Ogilvy India introduces the ‘ConFuseing Controller’ for Mondelez India’s Cadbury Fuse

MUMBAI, INDIA – Mondelez India’s premium countline brand, Cadbury Fuse, has rolled out an exciting marketing campaign called “ConFuseing Controllers” to support its existing Bhaari proposition. With this campaign, the brand aims to highlight the Cadburylicious goodness of Fuse, loaded with peanuts and almonds, making it the perfect snacking partner for gamers who want a quick, filling, and an on-the-go snack for some uninterrupted gaming.

To bring the idea alive, the brand invented a quirky tech gaming innovation: Confuseing Controllers. These are gaming controllers designed to look like books of wisdom. Why? The digital film reveals a common problem gamers face. That of being interrupted, time and again, while playing, by people who want them to do something more fruitful. While Fuse takes care of their hunger pangs, ConFuseing Controllers ensures no interruptions by those around the gamers. Thus, reiterating that Fuse handles their “Bhaari Bhookh” while Confuseing Controller looks after “Bhaari Bhookh for gaming.”


As a part of the campaign the consumers can win these limited-edition controllers by visiting the campaign microsite where they can play and participate. The website can also be accessed through digital ads of the campaign.

Mondelez India Vice President for Marketing Nitin Saini said, “Over the years, with the perfect blend of goodness and taste, Cadbury Fuse has been the constant companion to satiate intense hunger pangs on-the-go. In our latest campaign, we’ve reached out to the gaming consumer cohort with ConFuseing Controllers, an innovation that will fulfill their need for some uninterrupted gaming while Fuse takes care of their snacking needs, which they prefer as filling and quick.”

Ogilvy India Executive Creative Director Akshay Seth and Group Creative Director Chinmay Raut added, “We wanted to engage with gamers in a fashion never done before, by bringing to life an invention that solves a problem for them. Fuse is a brand that gamers consume as it ensures no hunger-related interruptions during play. But they needed help to overcome interruptions from those around them who feel they can do something more useful.”

“So, we conceptualized a device that makes sure no one will interrupt gamers – gaming controllers designed to look like books of wisdom. These book controllers have hidden buttons and can house a mobile phone. Thus, making it seem that gamers are reading instead of playing. We have worked right from fabrication of the controllers to picking and designing confusing book titles, to state-of-the-art tech for the controllers to creating an engaging website, we have created this campaign keeping in mind the gaming community at its core,” they explained. 

Also commenting on the campaign, Wavemaker India Chief Client Officer & Office Head for West Shekhar Banerjee said, “This campaign is planned for the 500 million+ gamers in India. We are driving these gamers to the #conFuseingcontroller microsite, with an opportunity to win a unique controller allowing them to camouflage their mobile phones as books. We are collaborating with partners to create unique experiences for gamers. We have planned custom gaming set-up at top colleges, partnership with prominent names in the gaming world and also leveraging various media touchpoints for gamers.”

The campaign will be supported by a 360-degree communication plan. This includes a college activation via a canter van which will let the audience see and experience the game with the unique controllers. Additionally, the idea will be further amplified through digital activation, outdoor and influencer engagement activities.

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