The One Show
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Category
Innovation & Transformation / Innovation in Lockdown
Annual ID
OS22_CU031M
About the Work
Cadbury Celebrations is a gift box of chocolate and Diwali is its biggest business opportunity. But, India in 2021 was still coming to terms with a post-pandemic life and the new normal wasn’t very welcoming to the thousands of small shops and local businesses. While these local stores served as a lifeline to consumers for all these years, the pandemic had made consumers over cautious about hygiene and familiar with the convenience of door-to-door deliveries. Additionally, the big e-commerce giants with their lucrative festive sales had everyone’s attention. Shopping from the reliable small and local stores was the last thing on people’s minds.
So Cadbury Celebrations used generative AI technology to create a hyper-personalised ad featuring Bollywood superstar Shah Rukh Khan. The campaign takes hyper-personalised brand communication a notch higher as it allows local small businesses to make India’s biggest brand ambassador their own brand ambassador!
This AI generative technology which was used in the ad creates a digital avatar of a real-world person. For the purpose of this campaign, Cadbury created 4 different digital avatars of Shah Rukh Khan, one for each of the 4 categories of local stores - Fashion, Footwear, General and Electronics in the Cadbury distribution network. The stores from each of these categories across India were featured in the Cadbury Celebrations Diwali campaign, which were hyper-personalized to each viewer as per their geo-location. The local store owners were also given a platform to create and share their own versions of Shah Rukh Khan-My-Ad where he promotes their individual stores! This didn’t just make the campaign truly viral but also unlocked an unprecedented 35% business growth.
2022 Awards
Total Points: 3
Merit
Credits
Agency
Ogilvy Mumbai / India
Client / Brand
Mondelez
Client Partner
Harsh Desireddy
Production Company
The Pack / Mumbai
Post Production Company
Rephrase.ai / Mumbai
Media Distribution Company
Wavemaker / Mumbai
Art Director
Sagar Jadhav
Chief Creative Officer
Kainaz Karmakar
Sukesh Nayak
Harshad Rajadhyaksha
Creative Director
Hemant Sharma
Sagar Jadhav
Executive Creative Director
Neville Shah
Associate President & Integrated Brand Team Leader
Prakash Nair
Business Director Planning
Apeksha Dhuri
Business Director, Strategy
Faheem Merchant
Chief Client Officer & West Head
Shekhar Banerjee
Client Services Director
Parshuram Mendekar
General Manager
Brajesh Dwivedi
Group Account Manager
Smita Sodhia
Head of Strategic Planning
Ganapathy Balagopalan
Junior Planner
Anushka Mukherjee
Planning Director
Prasidh Dalvi
Sr. Vice President
Antara Suri
Technology Partner
Delta X
Vice Chair Person & Chief Client Officer India
Hephzibah Pathak
Vice President - Planning
Bhakti Malik
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