Mumbai: From Cadbury’s iconic dancing girl on the cricket field in 1993, to a campaign that lets you generate a song for your loved one using artificial intelligence (AI) tools, Mondelez has successfully cemented its iconic chocolate brand in the Indian consumer’s mind. Now, with a premium portfolio spanning Oreo, Bournvita, Halls, and more recently, the very viral Lotus Biscoff biscuits, the company hopes to drive growth on both ends—increased premiumization on the top, and more penetration in rural markets. Nitin Saini, vice-president – marketing at Mondelez India, talks to Mint about the unique challenges that this ambition throws up. Edited excerpts:
Q. First things first, the IPL season is on. What are you doing with cricket this year?
