Mondelez Launches Lotus Biscoff in India with Integrated Campaign

Mondelez International has launched Lotus Biscoff in India through an integrated campaign titled “Welcome to the Biscoff Feeling.” The launch marks the first time Lotus Bakeries will be manufactured, marketed, and distributed locally in India through a collaboration between Mondelez India and Lotus Bakeries.

The entry comes as the company targets the fast-expanding premium biscuit category. The product will be available across retail outlets, modern trade, e-commerce, and quick commerce platforms. The strategy aligns with evolving Indian consumption patterns and the rising demand for differentiated snacking experiences.

To introduce the brand, Mondelez hosted an on-ground immersive event designed as an interactive environment. The venue featured tasting zones with tea and coffee pairings, large-format brand installations, and content-focused spaces for media and creators. The event was attended by press, digital influencers, partners, and industry stakeholders.

• Mondelez Launches Lotus Biscoff in India With “Biscoff Feeling” Campaign
• Lotus Biscoff Debuts in India Through Mondelez With Integrated Rollout
• Mondelez India Introduces Lotus Biscoff With Experiential and Digital Push

Along with the physical activation, the company released a campaign film that depicts everyday moments at home, in cafés, and at work. In each scenario, the act of eating Biscoff is positioned as a distinctive sensory pause. The film concludes with the line “Welcome to the Biscoff Feeling,” setting the platform for the product’s positioning in India.

Nitin Saini, Vice President – Marketing, Mondelez India, said the company aims to introduce Biscoff’s caramelised flavour and texture to a wider audience and build relevance through consistent consumer engagement.

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The campaign rollout will include outdoor media, social activity, influencer partnerships, and extensions with cafés and airlines. The marketing approach is expected to build recall, expand trials, and establish Biscoff as a premium snacking choice for Indian consumers.