Cadbury and Shah Rukh Khan Enlist the Help of AI to Promote Hundreds of Small Businesses This Diwali

Mondelez India, the makers and bakers of some of India’s much-loved snacking brands – Cadbury Dairy Milk, Bournvita, and Oreo among others, is all set to take festive celebrations a notch higher with the second edition Cadbury Celebrations’ much loved ‘Not Just A Cadbury Ad’ initiative, part of the ‘Iss Diwali Aap #KiseKhushKarenge?’ campaign, featuring Bollywood superstar, Shah Rukh Khan. Conceptualised by agency partners - Ogilvy India and Wavemaker, for Mondelez India, this campaign was first launched in 2020 to promote local businesses across the country, the current edition takes it a notch up – in addition to the brand films, the local retailers get to make a version of these ads for their stores, using the AI-Powered technology developed by Rephrase.ai. The first-of-its-kind initiative aims to support small businesses, by helping them create unique and scalable avenues of engagement with their consumers. 

Commenting on the launch of the second edition of the campaign, Anil Viswanathan, senior director – marketing, Mondelez India, said: “2020 was whirlwind of a year, followed by an unhurried 2021. The lockdowns proved to be an ambush, especially for small businesses. The launch of the 'Iss Diwali Aap #KiseKhushKarenge' campaign was our way of lending support to those local ventures, helping them build resilience. It is the success of our first edition that inspired us to further take our purpose of generosity at the heart of these businesses and make their 2021 Diwali even more joyful, and we are thrilled to onboard the nation’s most beloved and talented actor, Shah Rukh Khan as the face of the current campaign. We have also partnered with Rephrase.ai who helped us leverage the might of AI, and help local business owners to light up their brands with a special personalized ad. Not only bringing their audiences closer but igniting interest amongst newer ones. Over the years, our products have become an intrinsic part of India’s celebrations. With this effort, we hope for our consumers to not just take home our products, but also live our purpose of small acts of generosity as they welcome the festive fervour with friends and family.”

Sukesh Nayak, chief creative officer, Ogilvy India, said: "The happiness that we generated in 2020 with our first edition of Not just Cadbury ad inspired us to come back with another edition of the idea. We used the power of AI Tech to help numerous small store owners create their very own personalized ads. We hope that this initiative helps boost the sales of small store owners and makes their Diwali sweeter."

Shekhar Banerjee, chief client officer, and head - west, Wavemaker India, said: “The massive success of this effort in 2020 prompted us to take it to the next level in 2021. Consumer and local store outlook is still subdued and we felt it was relevant this year to continue to extend our support to local retailers. True to our philosophy of leveraging data and tech in crafting all consumer experiences, we have pushed ourselves to greater heights and more inclusivity. The existing tech infra was tweaked to build in voice synthesis tech on top of the video and we also expanded the scope from 250 pincodes in 2020 to 500 pincodes this year, reaching 2000+ local retailers. This year we're also adding a way for local stores as well as consumers to create their own personalized ad and promote themselves or to support their local retailers”

Built on the narrative of Kuch Accha Ho Jaaye, Kuch Meetha Ho Jaaye, the AI-powered hyper-personalized ads will feature more than 2000 grocery, retail, consumer electronics, home décor, clothing, furniture, and jewelry stores across the country, highlighted by pin codes across North, East & West Zones. 

The campaign will not only promote these 2000+ stores but also provide access to consumers and shopkeepers alike to make an ad for their favourite local store on notjustacadburyad.com 

The campaign will also be promoted through hyperlocal outdoor ads in different localities with a ticker that displays the names from a specific area.