For Deepavali this year, Cadbury released a festive ad that doubles as an advertising platform for local retailers whose businesses have been negatively impacted by COVID-19.
To execute this, Ogilvy and Wavemaker came together and using Facebook and YouTube, they custom designed hundreds of hyper local data driven ads.
“Over the years, Cadbury Celebrations has become synonymous with festivals in India,” said Senior Director of Marketing (Chocolates), Insights and Analytics of Mondelez India, Anil Viswanathan. “This year, more than any other, warrants for acts that signify new beginnings and the potential of goodness in an imperfect world, and our recent Celebrations campaign infuses this thought at the back of evoking generosity.”
Titled ‘Not just a Cadbury Ad’, the geo-targeted ads based on pin codes seamlessly incorporate different small businesses into a story line revolving around an Indian family celebrating Deepavali. In the ad, the mother character is shown gifting each family member with a different gift, each attributed to a specific small business the gift is from. The ad ends by urging people to support local stores as they shop for Deepavali this year.
“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, localised and personalised 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 customised each ad for the viewer based on their location, a viewer watching the ad in Pune would be guided to small stores in Pune. Similarly, a person in Mumbai or Delhi, would see the names of the small stores in his vicinity.
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.
To give you a better idea of the ad, someone watching from Golf Course Road, Gurgaon will receive and see this version.
Meanwhile, someone watching in Mahalakshmi, Mumbai will see this version.
Take a look at the concept video to understand the thought process that went behind Cadbury’s Deepavali film 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