Cadbury Celebrations has rolled out a marketing campaign for the second department of its 2021 initiative ‘Not Simply A Cadbury advert’. Conceptualised by Ogilvy, the advert titled ‘Iss Diwali Aap #KiseKhushKarenge?’ (who will you make pleased, this Diwali) options actor Shah Rukh Khan and urges folks to help native companies throughout the nation. It goals to assist SMEs create distinctive and scalable avenues of engagement with their customers.
Though the initiative started in 2020 with the identical message, the model has now enabled small scale companies and their house owners to make use of Shah Rukh Khan to advertise their native manufacturers, utilizing AI-Powered know-how developed by Rephrase.ai. Within the model movie, Khan is seen taking the names of native shops and telling the viewers that he received his merchandise from these native outlets round him.
The initiative may even present entry to customers and shopkeepers to make an advert for his or her favorite native retailer on notjustacadburyad.com
Anil Viswanathan, senior director – advertising, Mondelez India, stated, “2020 was whirlwind of a 12 months, adopted by an unhurried 2021. The lockdowns proved to be an ambush, particularly for small companies. The launch of the ‘Iss Diwali Aap #KiseKhushKarenge‘ marketing campaign was our method of lending help to these native ventures, serving to them construct resilience. It’s the success of our first version that impressed us to additional take our objective of generosity on the coronary heart of those companies and make their 2021 Diwali much more joyful, and we’re thrilled to onboard the nation’s most beloved and proficient actor, Shah Rukh Khan because the face of the present marketing campaign. We’ve additionally partnered with Rephrase.ai who helped us leverage the would possibly of AI, and assist native enterprise house owners to mild up their manufacturers with a particular customized advert. Not solely bringing their audiences nearer however igniting curiosity amongst newer ones. Over time, our merchandise have turn out to be an intrinsic a part of India’s celebrations. With this effort, we hope for our customers to not simply take house our merchandise, but in addition reside our objective of small acts of generosity as they welcome the festive fervor with family and friends.”
Sukesh Nayak, Chief Inventive Officer, Ogilvy India, stated, “The happiness that we generated in 2020 with our first version of Not simply Cadbury advert impressed us to come back again with one other version of the concept. We used the facility of AI Tech to assist quite a few small retailer house owners create their very personal personalised advertisements. We hope that this initiative helps increase the gross sales of small retailer house owners and makes their Diwali sweeter.”
Shekhar Banerjee, chief consumer officer, and west head, Wavemaker India, added, “The large success of this effort in 2020 prompted us to take it to the following degree in 2021, contemplating Diwali celebrations nonetheless have not returned to pre-covid ranges. Shopper and native retailer outlook remains to be subdued, and we felt it was related this 12 months to proceed to increase our help to native retailers. True to our philosophy of leveraging information and tech in crafting all shopper experiences, we have now pushed ourselves to higher heights and extra inclusivity. We have expanded the scope from 250 pin codes in 2020 to 500 pin codes this 12 months, reaching 2000+ native retailers. This 12 months we’re additionally including a method for native shops in addition to customers to create their personalised advertisements and promote themselves or to help their native retailers.
The marketing campaign shall be promoted via hyperlocal out of doors advertisements in several localities with a ticker displaying names from a selected space.