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SRK turns brand ambassador for small businesses in Cadbury’s Diwali ad

Mondelez India brings back its initiative to help local retailers fight the economic downturn

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MUMBAI: Mondelez India has brought back its Cadbury Celebrations initiative where it advertised not just for itself but also for thousands of small businesses across India through its ‘Not just a Cadbury ad’ campaign. Only, this time it got actor Shah Rukh Khan to be the brand ambassador for all the local shops.

Conceptualised by agency partners - Ogilvy India and Wavemaker, the second edition of the initiative is part of the ‘Iss Diwali Aap #KiseKhushKarenge?’ campaign. “2020 was a 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,” said Mondelez India senior director – marketing Anil Viswanathan.

On the launch of the second edition of the campaign, he said, “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.”

The campaign was first launched in 2020 to promote local businesses across the country. The current edition takes it a step further – 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.

"We used the power of AI Tech to help numerous small store owners create their very own personalised ads. We hope that this initiative helps boost the sales of small store owners and makes their Diwali sweeter," Ogilvy India chief creative officer, Sukesh Nayak said.

Built on the narrative of Kuch Accha Ho Jaaye, Kuch Meetha Ho Jaaye, the AI-powered hyper-personalised 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.

Wavemaker India's chief client officer, and West head- Shekhar Banerjee further added, “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. This year we're also adding a way for local stores as well as consumers to create their personalized ads and promote themselves or to support their local retailers.”

The campaign will not only promote these 2000+ stores but also provide access to consumers and shopkeepers alike to make an ad for their favorite local store on notjustacadburyad.com, said the brand. The campaign will also be promoted through hyperlocal outdoor ads in different localities with a ticker that displays the names from a specific area.

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