The aim is to keep playing while people believe you’re gleaning wisdom from giant hardbacks.
Coming to the aid of the gamers against ‘well-intentioned’ distractors is Cadbury Fuse, a chocolate bar from Mondelez India. While it cannot influence people to the pros of gaming and let gamers be, it used the next best move — confusion.
Please welcome the Confuseing Controllers. They are limited-edition books of wisdom — think Astrophysics and the Paradox of Time or Macro Meso and Microeconomics — but in reality, they are empty from the inside and fitted with game controller buttons and space to fit a smartphone.
People see you reading a book, but you are playing a game.
These controllers are limited in number. To get one of these pieces, consumers must visit this website and play a racing game. Leaderboard toppers will receive the disguised joysticks.
Team Mondelez: Nitin Saini, Pratik Shetty, Sidharth Singh, Anirul Jindal
Creative Agency: Ogilvy
CCOs, India: Kainaz Karmakar, Harshad Rajadhyaksha, Sukesh Nayak
ECD: Akshay Seth
GCD: Chinmay Raut, Visualiser: Yash Narvekar
Account Management: Maninder Bali, Beenu Kurup, Shruti Paranjpe, Ahana Banerjee
Deputy CSO, India: Ganapathy Balagopalan
Planning Team: Samhita Chaudhuri, Kanupriya Mahajan
Tech innovation Team: Rajneesh Bolia, Dishant Malik, Vaishali Mange
Technology Partners: Inbox Creations
Photography: Quench, Avadhut Hembade
Media Agency: Wavemaker