Kyoorius Advertising Awards
Experience & Activation
Online Experiences
KYOORIUS ADVERTISING AWARDS - Experience & Activation (Online Experiences)
JPG
MP4
2m:12s
Shah Rukh Khan / My-Ad
Brand: Cadbury Celebrations
Client: Mondelēz India
Entrant: Ogilvy 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 |
