Chocolate and confectionery maker Cadbury India, which is part of Kraft Foods, today announced the launch of its first marketing campaign for its global powdered drink, ‘Tang’ in the country.

Developed by advertising firm Bates 141, the new TV commercial of the brand is targeted at mothers and is aimed at boosting enthusiasm in children, the company said in a statement.

The launch of TVC will be supported by a marketing campaign, including activations and sampling in urban and semi-urban cities across India, it added.

“Tang revitalises 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,” Cadbury India Director (Gum and Candy, Powdered Beverages) Mr Narayan Sundararaman said.

The campaign will be also leveraged through digital media, the company added.

In India, Tang is available in orange, lemon and mango flavours as a ready-to-mix powdered beverage. It is available in sachets priced at Rs 4, besides in different pack sizes including 200 grams for Rs 35, 500 gm for Rs 80 and 750 grams for Rs 115.

Related Topics