CE DESK 
Mondelēz brings Lotus Biscoff caramelised biscuits to India via Lotus Bakeries partnership, featuring “Welcome to the Biscoff Feeling” sensory campaign across OOH, digital, influencers.
Mondelēz International has brought the globally beloved Lotus Biscoff caramelised biscuits to India through a strategic partnership with Lotus Bakeries, marking the brand’s first local manufacturing and distribution collaboration. Launched in late November 2025, the rollout features five pack sizes starting at ₹10, available across retail, e-commerce, hotels, airlines, and coffee chains.
The introduction is powered by the integrated campaign “Welcome to the Biscoff Feeling” emphasizing the biscuit’s emotional and sensorial appeal tied to Indian tea and coffee rituals. A multi-sensory launch event in Mumbai included installations, tasting zones, and creator interactions, drawing influencers and media for an immersive red-carpet experience.
Nitin Saini, Vice President – Marketing at Mondelēz India, highlighted creating a “Biscoff Feeling” in everyday moments through scale and energy. Ashutosh Munshi from Edelman India noted turning the launch into a cultural moment via experiential storytelling.
Developed with Ogilvy, Wavemaker, and Edelman, the campaign spans OOH, social media, influencers, and partnerships, positioning Biscoff as a premium snack complementing hot beverages.
