Cadbury Dairy Milk focuses on the unseen happiest moments of the year

Cadbury Dairy Milk has rolled out a campaign titled 'heart the happiness' through which aims to end the year on a 'meetha' (sweet) note.

 

The Instagram-centric campaign uses an algorithm to create a bank of happiness videos with low views and like counts. The brand has partnered with DeltaX for the same.

 

Nitin Saini, vice president – marketing, Mondelez India, said, “Over the years, Cadbury Dairy Milk has created and celebrated indefinite moments of kindness through an array of purposeful storytelling. This includes some well-celebrated efforts of acknowledging the unacknowledged during the cricket season and adding ‘meethas’ to everyday relationships by melting power distances.  Adding yet another dimension to the existing generosity narrative, with #HeartTheHappiness we aim to look beyond what’s popular and what the platform’s AI wants to show you, and guide people to channel their inner acchai and partake in others’ not-so-popular happy moments.”

 

Sukesh Nayak, chief creative officer, Ogilvy India, added, “We believe that digital has the power to create new experiences that bring us closer together in the most real and heartfelt ways. With our latest initiative #HeartTheHappiness, we engineered a transformative social experience that beats the algorithms and puts the power of discovery back in people's hands. What's beautiful about this idea is that it leverages technology to enable every Indian to be a part of real and heartfelt moments of others happiness, which otherwise remain hidden. These are India’s happiest reels - moments of happiness that never made it to mainstream media or news."

 

The campaign will be spread across print and influencer marketing.