Cadbury Celebrations’ has released their latest Diwali campaign via Ogilvy Mumbai which provided an advertising platform to local retailers, whose businesses would have been impacted by the pandemic.
Cadbury Celebrations, Ogilvy and Wavemaker come together to put this campaign into action. Facebook & YouTube helped drive this hyper local data driven campaign that reached out to a large set of audience.
For many across the world, 2020 has been one of the most challenging years, with the Covid-19 pandemic bringing lives and livelihoods to a grinding halt. But as always, in times of great strife, our humanity asserted itself with many reporting that the surprising kindness and generosity they received from others made everything feel a little better.
Cadbury Celebrations wanted to do its bit and created a data driven campaign platformed by ‘Not Just A Cadbury Ad’ to highlight the spirit of generosity in action.
The brand designed a unique real-time data experience in a Cadbury ad where it advertised not just for itself but also for thousands of small businesses across India.
The displayed small stores in the ad changed based on the location in which the ad was being viewed. Therefore, a person viewing the ad in Pune would be guided to small stores in Pune, in their vicinity. Similarly, a person in Mumbai or Delhi, would see the names of the small stores in his vicinity.
In short, Cadbury custom-designed hundreds of versions of the same ad, with the relevant geo-targeting based on pin codes. And developed an algorithm that served an ad customized to the viewer based on their geo location. In order to execute this multi-platform activation campaign, Cadbury reached out to 1800+ local retailers across 260+ pin codes in Mumbai, Delhi, Lucknow, Indore & Pune.
The ad captures an Indian family celebrating the occasion of Diwali where the woman of the house gifts something to every member of the family bought from a local store. It ends on a celebratory note urging people to support local stores and add sweetness to everyone’s Diwali this year.
Client: Mondelez India
Creative Agency: Ogilvy, Mumbai
CCOs India: Sukesh Nayak, Harshad Rajadhyaksha, Kainaz Karmarkar,
Creative Team: Sukesh Nayak, Neville Shah, Sagar Jadhav, Hemant Sharma
Account Management: Prakash Nair, Antara Suri, Neha Shah, Princia Dsouza, Smita Sodhia
Planning Team: Ganapathy Balagopalan, Bhakti Malik, Prasidh Dalvi, Anushka Mukherjee
Production House: Country Boyz Films; Directors: Sana & Beeswa; Producer: Chintan Thakkar
Media Agency: Wavemaker India
Tech Partner: DeltaX