Mondelez India’s brand, Cadbury Fuse has partnered with Ogilvy India to launch “ConFuseing Controllers”, a campaign to highlight the Cadburylicious goodness of Fuse, the perfect snacking partner for gamers who want a quick, filling, and an on-the-go snack for some uninterrupted gaming.

To bring the idea alive, the brand invented a quirky tech gaming innovation — Confuseing Controllers. These are gaming controllers designed to look like books of wisdom. Why? The digital film reveals a common problem gamers face. That of being interrupted, time and again, while playing, by people who want them to do something more fruitful. While Fuse takes care of their hunger pangs, ConFuseing Controllers ensures no interruptions by those around the gamers.

As a part of the campaign the consumers can win these limited-edition controllers by visiting the campaign microsite, where they can play and participate. The website can also be accessed through digital ads of the campaign.