Mars Wrigley Confectionery launch M&Ms in India

M&Ms, a confectionery brand, promoted its launch in India by utilising its connection with Hollywood and using its mascots to deliver personalised M&M boxes.

Campaign details

Agency: Edelman India Private LimitedBrand: 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...

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