KYOORIUS MEDIA AWARDS - Use Of Digital Media (Use Of Social Platforms)

#HateIsUnskippable - Mondelēz India - Cadbury Dairy Milk JPG
#HateIsUnskippable - Mondelēz India - Cadbury Dairy Milk MP4 2m:00s

#HateIsUnskippable - Cadbury Dairy Milk
Client: Mondelēz India
Entrant: Ogilvy India

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#HateIsUnskippable - Cadbury Dairy Milk - Mondelēz India

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Entry Title: #HateIsUnskippable
Brand: Cadbury Dairy Milk
Client: Mondelēz India
Entrant Company: Ogilvy India
Description: Social media acts as a life force for the youth today. There exists a clear link between their online lives and feelings of self-worth. Alarmingly, today out of every 10 teenagers in India 8 are cyberbullied. The platforms that started out as places for people to connect and express themselves, have become hotspots for hateful behaviour. The anguish caused by widespread cyberbullying is hence experienced by a majority of young netizens today, but there exists an almost impenetrable apathy surrounding it.

Cadbury Dairy Milk believes that heartfelt acts of generosity- when people seem most to need it- create the biggest impact. Hence the Hate Is Unskippable campaign launched in 2021 leveraged technology in an unusual but powerful way. We highlighted the consequences of cyberbullying on the victim through AI-enabled interactive videos to showcase in real-time the impact of the viewer’s inaction, hence spurring action.

Our campaign aimed at getting people to feel for others on the internet. Its algorithm was designed to break the fourth wall and turn viewers into real-time bystanders. Digital films showcasing cyberbullying across issues were created and the heart-breaking consequences they had on the victim were highlighted. Depending on the action/inaction of posting a Purple Heart in solidarity with the bullied- multiple instances were generated. If the viewer posted one, they were shown in real-time how deeply comforted the victim felt. If they ignored the message- they were targeted by new and newer instances which showed the mounting anguish the victim felt due to their inaction.
We organized our campaign communications to drive definitive action from bystanders. We tailed bystanders till they broke their silence and stood against cyberbullying. The relief experienced by the victim reinforced for the viewer how good it feels to be a part of the solution.

Company Credits: Ogilvy India
Company Credits: Wavemaker India
Company Credits: MediaMonks India
Company Credits: Meta India
Individual Credits: Kainaz Karmakar - Chief Creative Officer, India - Ogilvy
Individual Credits: Sukesh Nayak - Chief Creative Officer, India - Ogilvy
Individual Credits: Harshad Rajadhyaksha - Chief Creative Officer, India - Ogilvy
Individual Credits: Neville Shah - Senior 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: 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
Individual Credits: Prakash Nair - Associate President & Integrated Brand Team Leader - Ogilvy
Individual Credits: Antara Suri - Senior Vice President - Ogilvy
Individual Credits: Parshuram Mendekar - Client Services Director - Ogilvy
Individual Credits: Manseerat Sethi - Account Supervisor - Ogilvy
Individual Credits: Deeksha Chaturvedi - Assistant Account Executive - Ogilvy
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