Shah Rukh Khan-My-Ad.
Cadbury Celebrations handed its Diwali ad, and its ambassador Shah Rukh Khan, to local shops. AI generated personalised versions of the ad in which the star promoted neighbourhood stores by name.
- Brand
- Cadbury Celebrations
- Agency
- Ogilvy Mumbai
- Market
- India
- Region
- Global
The challenge
Diwali gifting makes up nearly half of Cadbury Celebrations' yearly revenue, but the second Covid wave in India hit incomes and small businesses hard. The brand needed to grow penetration in a tough season.
The idea
Using AI, machine learning and geo-targeting, Ogilvy produced personalised Shah Rukh Khan ads for tens of thousands of local stores across more than 500 pin codes, served on YouTube and Meta platforms to people near each store. A website, NotJustACadburyAd.com, let anyone create a version for their own business or a neighbourhood shop and share it on WhatsApp and social media.
Case study source: Ads of the World Source ↗
Awards
- Cannes Lions 2023Creative Effectiveness – C10 MARKET DISRUPTIONGrand Prix
- Cannes Lions 2023Creative Effectiveness – B01 SINGLE MARKETSilver
- Cannes Lions 2022Titanium – A01 TITANIUMTitanium
- Cannes Lions 2022Direct – D01 USE OF DIGITAL PLATFORMSBronze
- Cannes Lions 2022Direct – C02 DATA-DRIVEN TARGETINGGold
- Cannes Lions 2022Creative Data – A01 DATA-ENHANCED CREATIVITYGold
- Cannes Lions 2022Brand Experience & Activation – B09 TECH-LED BRAND EXPERIENCESilver
Credits
- Creative agency and PR
- Ogilvy Mumbai
- Media agency
- Wavemaker
- Production
- Pack Films
- Production
- Deltax
- Production
- Rephrase.AI
- Chief Creative Officer India, Ogilvy
- Sukesh Nayak
- Chief Creative Officer India, Ogilvy
- Kainaz Karmakar
- Chief Creative Officer India, Ogilvy
- Harshad Rajadhyaksha
- Senior Executive Creative Director, Copywriter, Ogilvy
- Neville Shah
- Group Creative Director, Copywriter, Ogilvy
- Hemant Sharma
- Senior Creative Director, Art Director, Ogilvy
- Sagar Jadhav
- Head of Strategic Planning, Ogilvy Mumbai
- Ganapathy Balagopalan
- Senior Vice President, Planning, Ogilvy
- Bhakti Malik
- Planning Director, Ogilvy
- Prasidh Dalvi
- Senior Planner, Ogilvy
- Anushka Mukherjee
- President & Head of Office, Ogilvy Gurugram
- Prakash Nair
- President and Head of Office, Mumbai and Kolkata, Ogilvy
- Hirol Gandhi
- Senior Vice President, Ogilvy
- Antara Mitra
- Client Services Director, Ogilvy
- Parshuram Mendekar
- Group Account Manager, Ogilvy
- Smita Sodhia
- Managing Director
- Anil Viswanathan
- Vice President, Marketing, India
- Nitin Saini
- Category Manager, Cadbury (Mondelez)
- Varun Peety
- Consumer Experience Lead, India & Bangladesh, Mondelez
- Anjali Krishnan
- Consumer Experience Manager, Mondelez
- Yash Desai
- Chief Client Officer & Office Head West, Wavemaker
- Shekhar Banerjee
- General Manager, Wavemaker
- Naina Shewakramani
- Client Partner, Wavemaker
- Harsha Vardhan Desireddy
- General Manager, Wavemaker
- Brajesh Dwivedi
- Client Leader, Digital Client Leadership, Wavemaker
- Adhir Anand
- Delivery Leader, Wavemaker
- Apeksha Dhuri
- Associate Business Director, Digital Planning, Wavemaker
- Monika Solanki
- Business Director, Wavemaker
- Pratik Dawda
- Consumer Journey Activation Lead, Wavemaker
- Rupesh Shah
- Director of Innovation, IMC, Wavemaker
- Chintan Thakker
