KYOORIUS DIGITAL AWARDS - Creative Use Of Data (Targeting)

Shah Rukh Khan / My-Ad - Mondelēz India - Cadbury Celebrations JPG
Shah Rukh Khan / My-Ad - Mondelēz India - Cadbury Celebrations MP4 2m:12s

Shah Rukh Khan / My-Ad - Cadbury Celebrations
Client: Mondelēz India
Entrant: Ogilvy India

Share:
Shah Rukh Khan / My-Ad - Cadbury Celebrations - Mondelēz India

Blue Elephant

Entry Title: Shah Rukh Khan / My-Ad
Brand: Cadbury Celebrations
Client: Mondelēz India
Entrant Company: Ogilvy India
Description: Cadbury Celebrations is a chocolate gift box and Diwali is its biggest business opportunity. But, India in 2021 was still coming to terms with a post-pandemic life and the new normal wasn't very welcoming to the thousands of small shops and local businesses. While these local stores served as a lifeline to consumers for all these years, the pandemic had made consumers over cautious about hygiene and familiar with the convenience of door-to-door deliveries. Additionally, the big e-commerce giants with their lucrative festive sales had everyone's attention. Shopping from the reliable small and local stores was the last thing on people's minds.

The campaign uses location data to create a hyper-personalised campaign by allowing local small retailers to make India’s biggest brand ambassador and Bollywood superstar, Shah Rukh Khan, their own brand ambassador.

We created a digital avatar of Shah Rukh Khan by regenerating his face and voice to replace the local store names in every ad. The AI enabled system created thousands of permutations for the localised versions of the same ad, making ours the first ever hyper-personalised ad. Using pin code based data, we mapped local stores of the most impacted categories and cities. The same ad, featured different local stores and was served on Facebook and Youtube with stores featured closest to the viewer in real time.

We created a platform for the local store owners that enabled them to create their own versions of the Shah Rukh Khan-My-Ad, which they could share social media thus resulting in more visibility. 130,000 different versions of the same ad were recreated by small retailers across the country.
Company Credits: Ogilvy India
Company Credits: Wavemaker India
Company Credits: DeltaX
Company Credits: Rephrase.AI
Company Credits: The Pack
Individual Credits: Kainaz Karmakar - Chief Creative Officer - Ogilvy
Individual Credits: Sukesh Nayak - Chief Creative Officer - Ogilvy
Individual Credits: Harshad Rajadhyaksha - Chief Creative Officer - Ogilvy
Individual Credits: Neville Shah - Executive Creative Director - Ogilvy
Individual Credits: Hemant Sharma - Group Creative Director - Ogilvy
Individual Credits: Sagar Jadhav - Senior Creative Director - Ogilvy
Individual Credits: Sukesh Nayak - Copywriter - Ogilvy
Individual Credits: Neville Shah - Copywriter - Ogilvy
Individual Credits: Hemant Sharma - Copywriter - Ogilvy
Individual Credits: Sagar Jadhav - Copywriter - Ogilvy
Individual Credits: Sagar Jadhav - Art Director - Ogilvy
Individual Credits: Prakash Nair - Associate President & Integrated Brand Team Lead - Ogilvy
Individual Credits: Antara Suri - Senior Vice President - Ogilvy
Individual Credits: Parshuram Mendekar - Client Services Director - Ogilvy
Individual Credits: Smita Sodhia - Group Account Manager - Ogilvy
Individual Credits: Ganapathy Balagopalan - Head of Strategic Planning - Ogilvy
Individual Credits: Bhakti Malik - Vice President Planning - Ogilvy
Individual Credits: Prasidh Dalvi - Planning Director - Ogilvy
Individual Credits: Anushka Mukherjee - Junior Planner - Ogilvy
AwardsEngine Logo