Cadbury Celebrations has launched its latest campaign #ThisAdIsMyStore ahead of Diwali. As per the company, the pan- India campaign puts the spotlight on thousands of small business owners, giving them the visibility they need to have a bumper Diwali.
The campaign is built around channeling prosperity towards smaller home-based businesses selling varied seasonal Diwali items such as hand painted diyas, kandli, homemade snacks, desserts, candles, jewelry, etc.
Talking about the campaign, Nitin Saini, vice president- marketing, Mondelēz India, said, “With the #ThisAdIsMyStore campaign, we are tapping into this festive spirit by shining the spotlight on one of the least visible sections of the Indian business ecosystem: the seasonal sellers. These businesses are typically operated from home by women for a short duration and don’t have the presence or the resources to expand beyond their immediate localities.”
With #ThisAdIsMyStore campaign, the company aims to provide homepreneurs the platform to shine by turning every Cadbury ad across all formats including billboards, digital outdoors, mobile outdoors, online, print and TV into a shoutout for their business aka ghar ki dukaan.
Additionally, each ad features a QR code that redirects users to their local homepreneur’s WhatsApp for Business chat, where they can discover and shop for homemade items.
The campaign was executed with the help of tech partner Delta X and production partner EarthSky Pictures.
“Extending our brand’s platform of generosity, we decided to shine light on these talented Women Homepreneurs with #ThisAdIsMyStore. We decided to make every Celebrations ad, their ad. We personalised and hyper-localised every Cadbury Ad to showcase these home businesses across their city and increased the reach for ‘Ghar ki Dukaans’ by helping them travel beyond their current social circle and neighbourhood. We conceived and developed a tech-enabled digital platform for these home businesses to register and get their ads in our Celebrations Ads across the city,” Sukesh Nayak, chief creative officer, Ogilvy India, added.