KYOORIUS CREATIVE AWARDS - Branded Content & Entertainment (Digital Media + Native Content)

Heart the Happiness - Mondelez India Foods - Cadbury Dairy Milk JPG
Heart the Happiness - Mondelez India Foods - Cadbury Dairy Milk MP4 1m:47s

Heart the Happiness
Brand: Cadbury Dairy Milk
Client: Mondelez India Foods
Entrant: Ogilvy India

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Heart the Happiness - Cadbury Dairy Milk - Mondelez India Foods

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Entry Title: Heart the Happiness
Brand: Cadbury Dairy Milk
Client: Mondelez India Foods
Entrant Company: Ogilvy India
Description: Cadbury Dairy Milk believes that there’s innate generosity in everyone and in 2022 we wanted to urge Indians to use that generosity to bridge the gap between the haves and the have nots in society. With the launch of our latest campaign thought - ‘Kabhi Kisi Aur Ki Khushi Mein Shaamil Ho Kar Dekhiye’ we wanted to bridge the gap between the haves and have nots in social media. Namely those with thousands of views and likes on their videos and those with barely a few. Everyone uploads moments of happiness from their lives on social media, but the existing algorithm only pushes videos with many views or videos from popular accounts. With ‘heart the Happiness’ we wrote our own algorithm that mined social media for happy videos with a low views and likes count and collated those videos on a curated guides page on the Cadbury Dairy Milk Instagram handle. Our surround campaign ensured that millions of Indians were guided to ‘The happiest place on the internet’. This helped bring a sudden surge of thousands of views, likes and comments to happy and heart-warming videos which had previously missed out on the love that they deserved.
Company Credits: Ogilvy India
Company Credits: Wavemaker India
Company Credits: DeltaX
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