In a concept presented by Ogilvy, for the latest Cadbury celebrations advertisement on the occasion of Diwali is more about the small retail outlets who have faced a loss of business during the season pandemic.
The campaign is a joint initiative by Ogilvy, Wavemaker and Cadbury. The campaign collected the data of the small vendors with the help of Facebook and YouTube. By this innovative initiative, the teams are planning to reach a larger audience across the country to spread awareness and help the small businesses, giving these businesses a chance to flourish during this season of festivity.
The season of Covid has proven itself to be vicious for small vendors and business owners. Many of them lost their livelihood due to the lockdown imposed across the world. However, we have seen some bright hopes of humanity and gestures of kindness. Millions of people across the world came together to contribute to the upliftment of the poor during this pandemic and hundreds of brands have tried to reach out to the needy by their marketing campaigns and donations are made to help them overcome the loss of money and livelihood. These efforts have made things a lot better for the people who’s businesses were suffering due to the pandemic.
The advertisement is not just a business campaign for Cadbury but also an opportunity for hundreds of local shops suffering from the loss of livelihood!
The data collected for hundreds of affected shops are used smartly in the campaign and people will see the shops in the advertisement which are in their region or city. For example, a person viewing the advertisement in Delhi will see the affected shops in Delhi. Similarly, a person in Mumbai will be shown the advertisement based on the data collected from Mumbai.
Therefore, the efforts of Cadbury is appreciated as it created hundreds of advertisement using real-time data from various locations. The advertisements are then fed to an algorithm that automatically detects the location of the viewer and presents the advertisement accordingly. To make this great initiative happen, Cadbury collected the data from almost 1800+ affected retail stores, including 250+ pin code locations in the cities of Lucknow, Delhi, Mumbai, Indore, and Pune.
Anil Vishwanathan, Senior Director – Marketing (Chocolates), Insights and Analytics, Mondelez India complemented the initiative by stating
Over the years, Cadbury Celebrations has become synonymous with festivals in India. This year, more than any other, warrants for acts that signify new beginnings and the potential of goodness in an imperfect world, and our recent Celebrations campaign infuse this thought at the back of evoking generosity. With the proposition of ‘Iss Diwali Aap #KiseKhushKarenge’, we are putting our best foot forward to inspire people to do what’s right, this time to remind people to support their local retailers. Through this campaign, we hope to share the warmth of this season with the small businesses as we prepare to celebrate one of India’s biggest festival.
A statement issued by Sukesh Nayak, Chief Creative Officer, Ogilvy India, stated:
The heart of this campaign lies in generosity, especially in these trying times. This data-driven, localized and personalized campaign captures generosity experienced at a local community level, where we featured local retailers & urged people to remember them while gifting this Diwali.
