Campaign details

Agency: Edelman India Private Limited
Brand: Mars Wrigley Confectionery

Background and objectiives

The World-Famous M&M candy, not so famous in India. And that's where our story begins.

The iconic brand was all set for its Indian debut in 2017 and we wanted to project the country's love for everything colourful and larger than life in the launch of M&M's.

A carefully crafted communications strategy

took shape as we set out to establish M&M's as the most loved chocolate brand in the country.

After being heard and seen for years, M&Ms was finally launching in India. With this, the campaign objective was to put M&Ms by Mars Wrigley Confectionery in the spotlight with consumers and in the industry.

Research and insight

  • Challenge: Introducing a global phenomenon to India; a product that was famous and aspirational now available in India.
  • Research: The first step is to understand the target audience and know how to make them notice something that has always been around. We researched to find out the tread of commonalty that will make this delicious chocolate unique and re I a table at the same time. We also learnt more about the legacy of M&Ms and what it can bring to India, tying it back to it's global fame.
  • Insight: Indian consumers enjoy everything colourful and larger than life. The one cultural singularity that ties the whole country together are movies. M&Ms, too, have a very strong Hollywood connect, having been a part of iconic movies and routinely ties up with upcoming films for unique, limited edition promotions.