Creating brands of the future: Mondelez's digital evolution in India

This article outlines how Mondelez India evolved its marketing strategy with innovative campaigns targeted at India's emerging digital consumer.

Creating brands of the future: Mondelez's digital evolution in India

Preeti Chaturvedi

Marketing has undergone a change in DNA over the last decade as Indian marketers have transitioned from relegating leftover budgets to the digital medium, to acknowledging digital as the axis of their marketing strategy.

The overwhelming adoption of smartphones in India has led to a greater uptake of digital content and is one of the reasons for higher ROI on digital and social media spends.

India has crossed 220 million internet users, and is now the second largest market globally for mobile phone penetration. India will also have...

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