KYOORIUS DIGITAL AWARDS - Digital Design & Craft (Content > Personalised Storytelling & Experience)

Secret Messages - Mondelēz India - Cadbury Silk JPG
Secret Messages - Mondelēz India - Cadbury Silk MP4 1m:51s

Secret Messages - Cadbury Silk
Client: Mondelēz India
Entrant: Ogilvy India

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Secret Messages - Cadbury Silk - Mondelēz India

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Entry Title: Secret Messages
Brand: Cadbury Silk
Client: Mondelēz India
Entrant Company: Ogilvy India
Description: In India teenage romances are frowned upon, making most young romances secret romances.

So this Valentine's Day, we decided to help young lovers in India shout out their love for their loved ones and yet keep it a secret from prying eyes. Introducing - Cadbury Silk Secret Messages.

Sender journey:
- Scan Silk pack on their phone
- Fill out their loved one's details on a microsite
- Write a cute love message (or pick from a list of templates)
- Share the link with their loved one

Receiver journey:
- Click on the link
- Point the phone at any Silk ad
- Watch the Silk ad turn into a secret love message

This was done using personalisation of Augmented Reality to turn every Silk hoarding, bus shelter, poster, press ad, and POS materials into a personalised secret message between lovers, which only they could see. So now they could literally proclaim their love from rooftops and yet keep it a secret.
Company Credits: Ogilvy India
Company Credits: Wavemaker, Mumbai
Company Credits: ADSMN Interactive, Mumbai
Company Credits: 8th Wall, Palo Alto
Company Credits: Colonial films, Mumbai
Individual Credits: Kainaz Karmakar, Chief Creative Officer, Ogilvy
Individual Credits: Harshad Rajadhyaksha, Chief Creative Officer, Ogilvy
Individual Credits: Sukesh Nayak, Chief Creative Officer, Ogilvy
Individual Credits: Zenobia Pithawalla, Senior Executive Creative Director, Ogilvy
Individual Credits: Mihir Chanchani, Executive Creative Director, Ogilvy
Individual Credits: Vishal Rajpurkar, Senior Creative Director, Ogilvy
Individual Credits: Rishabh Thapar, Associate Creative Director, Ogilvy
Individual Credits: Yankee Chhabra, Associate Creative Director, Ogilvy
Individual Credits: Akshay Ordiya, Creative Controller, Ogilvy
Individual Credits: Rupal Kalle, Creative Controller, Ogilvy
Individual Credits: Rajneesh Bolia, Innovation Delivery Officer, Ogilvy
Individual Credits: Ganapathy Balagopalan, Head of Strategic 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: Prerna Jetley, Client Services Director, Ogilvy
Individual Credits: Esha Gandhi, Management Supervisor, Ogilvy
Individual Credits: Saket Modi, Senior Account Executive, Ogilvy
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