Kinder Joy to Explore Desi Characters to Enhance Deeper Connect

Ferrero introduced Kinder Joy to the Indian market in 2007, disrupting the market with its unique product proposition. The global licensing deals that the brand entered into created significant product differentiation in the kids' chocolate category. With the success Kinder enjoyed in the market after being associated to global licenses for characters such as Tom & Jerry, Hello Kitty, Batman, Disney Princess, and others. Now, Kinder is planning to also explore Indian homegrown characters to resonate with Indian parents.

According to Mordor Intelligence Industry Reports, the Indian Chocolate Market size is estimated to be USD 2.21 billion in 2024, expected to reach USD 3.05 billion by 2029, growing at a CAGR of 6.64 percent during the forecast period (2024-2029).

Communicating with Parents

Against the backdrop of Kinder Schoko-Bons Crispy’s inaugural launch of its digital campaign, Amedeo Aragona, Regional Marketing Head at Kinder, discussed the brand’s collaboration with global licensors and the reputation Kinder has built with parents in India. Aragona also emphasized the brand’s commitment to not target children with their advertising and marketing strategies.

The brand collaborated with celebrities Karisma Kapoor, Subhashree Ganguly, and influencer Sneha Reddy for their 360-degree marketing communications campaign. Aragona stated, “We are engaged in various collaborations. The toys inside the Kinder Joy product, which we collaborate on every year, are with global licensors.” He added, “We work with global licensors such as Tom and Jerry, Hello Kitty, Disney Princess, Batman, etc. This is not only to attract children; these characters also resonate with parents. Our research shows that parents are well aware of these characters, serving as a link between parents and children.”

Maintaining Exclusivity

Indian cartoon characters like Chhota Bheem and Friends, Motu Patlu, Singham, Mighty Little Raju, and Roll No 21 have resonated well with Indian audiences and are popular among kids.

When asked about acquiring licenses for these Indian characters, Aragona stated, “Global licenses are managed by the global team, making it easier for the brand to acquire them. The global licenses we acquire are well-known and also resonate with the Indian audience. We conduct a detailed study to ensure these licenses are appealing to Indian consumers before entering into licensing deals and initiating the process of adding toys and characters to our products.”

Aragona further explained, “We as brand be it Ferrero or Kinder, we look for exclusivity while acquiring licenses. We ensure that the character we license is exclusively with us for three months before and three months after the product launch, creating exclusivity. Although we haven't entered into local licensing yet, in the future, we will explore India-specific characters.”

Elaborating on the brand’s commitment not to target children through its communications and marketing strategies, Aragona said, “Ferrero and Kinder as a brand have pledged not to communicate with children. Our messaging and communications are directed towards parents. The licensing for the characters we acquire is not only appealing to children but also to their parents.”