Cadbury Celebrations has revealed the latest campaign which provides an advertising platform to the local retailer, whose business could have been impacted hugely by the COVID 19 and the resulting lockdown.
In the advertisement, the brand not only broadcast its chocolates but also gives an opportunity to small scale business across India. The ad displays the names of the small stores based on the location from where the ad is being watched. Thus, if a person is watching the ad from, Pune, the ad will be guided to a small store in Pune, in their vicinity. Similarly, if a person in Mumbai or Delhi is watching the ad, he/she can see the names of the small stores from his / her neighborhood.
For the campaign of the ad, Cadbury Celebrations joined hands together with Ogilvy and wavemaker, to put this into action. For its large scale popularity, YouTube and Facebook are doing a good job and is making the ad reach out to a huge audience.
The brand discloses in a press release that Cadbury Celebrations wanted to do its bit and created a data-driven campaign ‘Not Just A Cadbury Ad’ to highlight the spirit of generosity in this Diwali. The brand had custom-designed hundreds of versions of the same ad, with the relevant geo-targeting based on pin codes. Cadbury had also developed an algorithm that serves an ad, customized to the viewer based on their geographical location. To execute this multi-platform activation campaign, Cadbury reached out to 1800+ local retailers over 260+ pin codes in Mumbai, Delhi, Lucknow, Indore, and Pune.
The ad presents an Indian family celebrating Diwali. The lady of the family gives her family members various gifts from local stores, in return the family gifts her with Cadbury Celebrations from a local store. The ad concludes with a note encouraging people to support local stores and bring Cadbury’s sweetness to everyone and to enjoy this Diwali merrily.
Anil Viswanathan, senior director – marketing (Chocolates), Insights and Analytics, Mondelez India, commented that this year, more than any other, warrants for actions that signify new beginnings of goodness in this imperfect world, and Cadbury’s recent Celebrations campaign fills this thought at evoking generosity. With the proposition of ‘Iss Diwali Aap #KiseKhushKarenge’, Cadbury is putting their best step to inspire people to do what’s right, this time to remind people to support their local retailers. Through this campaign, the brand hopes to share the warmth of this season with the small businesses as we prepare to celebrate one of India’s biggest festivals.
Sukesh Nayak, chief creative officer, Ogilvy India, remarks that the heart of the campaign lies in generosity, especially in this covid scenario. This data-driven, localized, and personalized campaign picturizes generosity experienced at a community level, where Cadbury featured local retailers and urges everyone to remember them this Diwali.