Cadbury Fuse: It's Heavy

Mondelez India’s, Cadbury Fuse brand, has rolled out this new campaign to support its newest ‘Bhaari’ proposition. Launched in 2016 as a snack bar with the right balance of taste and nutrition, the brand’s latest proposition “Cadbury Fuse, Bhaari Hai” aka “It’s Heavy” showcases the product as a substantial snack catering to hunger pangs through the day. To bring alive ‘Bhaari’ness of the campaign, the brand has onboarded former WWE World Heavy Weight 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.