The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2022 One Show - Interactive, Online & Mobile

Shah Rukh Khan-My-Ad

Agency Ogilvy Mumbai / India + Mondelez

Client Mondelez


Innovation & Transformation / Innovation in Interactive, Online, & Mobile

Annual ID


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: 9



Ogilvy Mumbai / India

Client / Brand


Client Partner

Harsh Desireddy

Production Company

The Pack / Mumbai

Post Production Company / Mumbai

Media Distribution Company

Wavemaker / Mumbai

Art Director

Sagar Jadhav

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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