Why the campaign rocks:
Big brands managed to weather the pandemic that struck small firms hard in 2020. ‘Not just a cadbury ad’, starring Shah Rukh Khan, was launched by Mondeléz International to support SMEs. Joining together with Ogilvy India and Rephrase.ai, the campaign sought support for regional businesses and leveraged AI to provide small enterprises with an impressive boost. SRK’s voice and lips coupled with AI produced personalised videos that gave the impression that he personally recommended each local business.
This ad campaign is a standout success. It is not just about selling a product but also about fostering a sense of community. This proved to be extremely meaningful during those challenging times and struck a chord with the audience. The use of data-driven and personalised elements shows a keen understanding of the audience.
The ad truly stands out for its thoughtful approach, community focus, and commitment to authentic storytelling. It’s more than just a Cadbury ad; it’s a celebration of generosity and community spirit.
Campaign: “Not just a Cadbury ad”
Agency: Ogilvy
Brand: Mondeléz International
— As told to Akanksha Nagar