Cadbury Celebration pushes ‘goodness’ through hyper-personalisation
Watch the film conceptualised by Ogilvy
Nov 04, 2020 05:01:00 PM | Video | Campaign India Team
Continuing the proposition of ‘Kuch Achha Ho Jaye, Kuch Meetha Ho Jaye’, Mondelez India has created a ‘generous’ ad for Cadbury Celebrations for 1,800+ local retailers over 260+ pin codes.
The film conceptualised by Ogilvy will promote their businesses locally and manifest the message of ‘Iss Diwali Aap #KiseKhushKarenge? The ad leverages technology and AI to create a hyper-personalised ad where these local stores will be featured against the product category for specific pin codes in Mumbai, Delhi, Pune, Indore, Ahmedabad and Lucknow. It shows an Indian family celebrating Diwali. The woman of the house gifts something special from local stores to each family member, and the film ends with ‘When all of us support our local stores, all of us can have a Happy Diwali’.
Anil Viswanathan, senior director, marketing (chocolates), insights and analytics, Mondelez India, said, “Throughout festivities, exchanging gifts and sweets hold a significant emotional value and embark the beginning of a new era, and it makes us extremely proud about the fact that we humbly found a place in this small, yet important tradition. Moreover, this year, than any other warrants for acts that signify new beginnings and the potential of goodness in an imperfect world, and our recent Cadbury Celebrations campaign infuses this thought at the back of evoking generosity. Banking on the proposition of ‘Iss Diwali Aap #KiseKhushKarenge’, we are putting our best foot forward to inspire people to do what’s right this time by acknowledging people who helped us in difficult times. Whether it is weaving ‘Mithaas’ into special occasions or adding a shimmer of cheerfulness to the joyous festivities, our much-loved snacking products have become an intrinsic part of every celebration and therefore, this year we’re furthering this effort by expanding our e-commerce premium portfolio to provide more choice to our consumers, along with many exciting initiatives across our brands, beyond just chocolates.”