Cadbury’s Diwali campaign – Not Just A Cadbury Ad

Cadbury Celebrations has rolled out a campaign for the second edition of its 2020 initiative, ‘Not Just A Cadbury Ad’. Conceptualized by Ogilvy, the ad titled ‘Iss Diwali Aap #KiseKhushKarenge?’ features actor Shah Rukh Khan and urges people to support local businesses nationwide. It aims to help SMEs create unique and scalable avenues of consumer engagement.

“The heart of this campaign lies in generosity, especially in these trying times,” said Chief Creative Officer of Ogilvy India, Sukesh Nayak. “This data-driven, localized, and personalized campaign captures generosity experienced at a local community level, where we featured local retailers & urged people to remember them while gifting this Diwali.”

By developing an algorithm that customized each ad for the viewer based on their location, a viewer watching the ad in Pune would be guided to small stores in Pune. Cadbury reached out to 1800+ local retailers across 260+ pin codes in Mumbai, Delhi, Lucknow, Indore & Pune to execute this multi-platform activation campaign.

Paving the way for human-centric advertising, Cadbury Ad has wow-ed everyone with powerful storytelling conveying the most authentic essence of generosity. If this is not the future we want to see next in advertising, then what is? Let us know more about your thoughts.

Credits
Campaign: Not Just A Cadbury Ad
Advertiser: Cadbury
Brand: Mondeléz International Inc.