Chocorobbers – How Kellogg’s Chocos Fills stole hearts this Valentine’s week

The newly launched crunchy snack with its chocolate filling leveraged its brand mascots - the chocorobbers for a fun mystery-driven influencer marketing campaign

Kelloggs Chocorobbers

Cereal makers have turned serial robbers. Anything with chocolate inside is being robbed, depriving the world of chocolate. In case you are the chocolaty type, you’re most likely a target too. So, who’s been stealing all our chocolate? The usual suspects – Chocorobbers!

Chocorobbers, the brand mascots of Kellogg’s Chocos Fills have been on a grand chocolate robbery spree since February. This was first brought to light by Prathamesh, our friendly neighbourhood guy who’s ever so eager to share his special Valentine’s Day story with us.

It so happened that Prathamesh, the romantic one made some really out-of-this-world plans for his lady love, complete with a love book, tubelight dinner (you heard it right!) and chocolate treats. Alas, all the treats had disappeared and our guy laid suspicion on the Chocorobbers at once. Such is the legend of the Chocorobbers!

Yougaiz angry kitten is upset coz the ChocoRobbers aka Chocos Fills is back. And this time it's not Deepak. Hide your chocolaty treats. #HungryForChocolaty #KelloggsChocosFills

Tanmay Bhatさんの投稿 2018年2月5日(月)

Prathamesh, who also juggles as Tanmay Bhat, the co-founder of comedy collective, AIB was the first influencer to kickoff this mystery-laden Valentine’s Day campaign by Kellogg’s Chocos Fills. While he sulked, he called out to the fans to be wary of the Chocorobbers. But this was just the beginning.

The Chocorobbers devised and showcased clever ways to devour chocolaty treats from Rose Day onwards through “Propose Day”, “Promise Day” and over the rest of the entire Valentine’s week.

Kellogg's Chocos FIlls – Propose Day

When the crunchy ChocoRobbers attack, chocolaty treats can only say yes. You better hide yours if you want to save them from his terror. #ProposeDay #ChocosFills #HungryForChocolaty

ChocoRobbersさんの投稿 2018年2月7日(水)

Kellogg's Chocos Fills – Hug Day

Masters of disguise ChocoRobbers have laid down a trap and Chocolaty treats are already lining up. It’s getting too easy for ChocoRobbers now. #HugDay #KelloggsChocosFills #HungryForChocolaty

ChocoRobbersさんの投稿 2018年2月11日(日)

While they were at it, they even got to Kaneez Surka’s chocolaty treats who vented her frustration on them with her unique “Slam Poetry”. With so much chocolaty treats going missing, Ashish Shakya too joined the bandwagon only to discover in the end that even he had fallen prey to the Chocorobbers’ antiques.


Eh hello ChocoRobbers, you have messed with the wrong lady. You took my chocolaty treats away from me? Who do you think I am? Tanmay Bhat #HungryForChocolaty #KelloggsChocosFills

Kaneez Surkaさんの投稿 2018年2月7日(水)

The chocolaty onslaught continued till Valentine’s Day and while all of us expected Chocorobbers to spare chocolate treats, and let love rule, they dash expectations, true to their character. Only this time, they were adorably and socially correct.

Kellogg's Chocos Fills – Valentine's Day

Rose day got crushed. Kiss day turned terrifying. And now for the big V-day, the crunchy ChocoRobbers have something very special planned. Will it be a big finish they are hoping for or will love finally triumph? Watch and find out. #KelloggsChocosFills #ValentinesDay #HungryForChocolaty

ChocoRobbersさんの投稿 2018年2月13日(火)

Brand recall. Storytelling. Continuity

The newly launched crunchy snack with its chocolate filling made quite a splash with its debut on social media last year. Interestingly named as The Great Chocolaty Robbery,” it had roped in the whole shebang; a series of content that created intrigue commencing with ‘Breaking News’ about disappearing chocolate treats and then being stoked with short video skits by popular comedians like Sapan Verma, Biswa Kalyan, and Sahil Shah.

While these comedians and their fans wondered aloud about their disappearing chocolate treats, the thieves – the chocorobbers made an introduction. Ever since, these animated chocolate filled crunchy snacks have stayed true to their character. All they ever want is to steal all the chocolate in the world. The campaign had the right mix of influencers, a great story-backed content marketing plan and memorable brand mascots.

Continuing the brand story smoothly aligned with Valentine’s Week with the help of the mascots is a good move here, with chocolate being the common factor. Any time you find your chocolate treats are missing, you know who the robbers are, just as Tanmay did.

For an influencer-led Valentine’s campaign, the Chcorobbers complement the comedians in creating the right brand communication to connect with the target audience. Moreover, Chcorobbers also lend themselves to building a fun, friendly and mischievous brand image, creating strong brand recall amongst gen z.