Mumbai, April 14, 2011: Cadbury India, as part of Kraft Foods, flagged off its first marketing campaign in India for its global power brand, Tang. The campaign is targeted at mothers and aims to help her boost enthusiasm (umang) in her child and thereby create a fun atmosphere that brings out the best in her child.

Speaking about the campaign, Narayan Sundararaman – Director, Powdered Beverages, Gum & Candy – Cadbury India, said, “Findings from our research with mothers and children reveal that a child’s day is no different from that of an adult, with the level of activities that they perform during the day in school and through other extracurricular activities. With its great taste and nutritional value, Tang revitalizes children so that they can have fun through everything they do during the day. Our campaign focuses on a mother’s continuous effort to create a fun and exciting atmosphere to bring out the best in her child.”

Developed by Bates 141, the Tang TVC showcases the innate creativity, talent and enthusiasm in every child. “Aaja Rang De” is a lyrical and visual manifestation of adding zest and colour to a child’s life by transforming their moods and infusing enthusiasm for their varied activities.

The launch of this TVC will be supported by a robust marketing campaign, including activations & sampling in urban and semi-urban cities across India. The communications campaign will be also leveraged through digital media.

In India, Tang is available in exciting Orange, Lemon & Mango flavours, as a ready-to-mix powdered Beverage. Convenient, affordable and refreshing to taste, Tang provides mothers with an opportunity to make a quick, refreshing drink by just adding water at their convenience. In addition to its delicious flavour, Tang also replenishes the essential vitamins A, B and C; and Iron that get depleted during the course of the day. It will be available in retail stores across the country in easy to use sachets, affordably priced at Rs.4/- per sachet followed by different sizes of pack which includes 200 grams for Rs. 35, 500 gm for Rs. 80 and 750 grams for Rs.115.