Cadbury Bournville has come up with one of their largest marketing campaigns where they will delight their fans and those who await the release of 2012 Hollywood blockbuster, The Dark Knight Rises (TDKR), on July 20, both for whom the love for the ‘Dark' will come together with this union.

The campaign aims to reach out to dedicated fans of the movie franchise as well as Bournville loyalists with special brand packaging, in-store branding, on-ground activities, and television and cinema campaigns.

Commenting on the association, Chandramouli Venkatesan, Director of Snacking & Strategy, Cadbury India commented: "As the fans await the movie of the year to be released in India, we plan to take the ‘The Dark Knight Rises' release to greater heights and even greater excitement among Bournville consumers. The movie characterizes strong feeling of emotions among the youth, something that Bournville lovers are known for. The Bournville brand fit with the Dark Knight franchise cannot be any better than this. It's like the Dark Knight really has a Dark companion in India."

The association will be promoted in-stores through heavy trade activations in traditional and modern trade throughout the month of July. The campaign will also be driven through direct marketing and promotional activities. The biggest component of the campaign is the digital medium, which will reach out to consumers and youth nationally. A major portion of the marketing and advertising campaign is activated before the release of the movie. The television and cinema campaigns start first, followed by the digital campaign which will continue for a few days even after the film releases.

The Dark Knight Rises is already hot on Cadbury Bournville's Facebook page, which has over 1.5 million fans, with contests and prizes for 100 lucky fans through an innovative pixel contest.

A specially created 30-second digital commercial can be viewed exclusively on Cadbury Bournville's official YouTube channel. The video is interactive in nature with daily trivia around the Batman franchise being posted on it. Those with the right answers will win passes to the pre-screenings of TDKR, which will be organized in Delhi, Mumbai, Bangalore, Kolkata and Chennai by Madison IES, who will also be launching an innovative augmented reality game.

In parallel, an animated video called ‘Bean Hijack' will add to the excitement for dedicated fans of Bournville. This video, which will launch a story about hijacked cocoa beans, will lead to a game of unlocking clues and hunting for the lost cocoa beans. Apart from daily winners receiving prizes, a grand prize will be given to the overall winner of the hunt, who will win a free trip for two to Warner Bros. Movie World in Australia.