Situation:

India is a patriarchal society where male children inherit family businesses while women are actively discouraged from going out and working.

Therefore, many women become home entrepreneurs to gain financial freedom while following cultural norms. However, a lack of resources and marketing limits their reach to their neighborhood.

Brief:

This Diwali, keeping the brand’s purpose of inspiring generous actions at its core, Cadbury Celebrations wanted to share its marketing investments to help countless women home entrepreneurs find new customers.

Media Insight:

During Diwali, brands all over the country spend millions on OOH advertising. It’s one of the most coveted mainstream media channels.

Objective:

Grow Celebrations by helping women home entrepreneurs grow!

Thus, by advancing our purpose of generosity and turning our marketing into an act of unseasonal generosity by gifting reach and discovery to women-run home businesses!

This Ad is My Store - Turn every Cadbury ad into shoppable storefronts for women home entrepreneurs.

This year, Cadbury Celebrations shared its media reach with the homepreneurs by converting all its ads into storefronts for them, expanding the reach of their business and allowing more people to discover and shop from them.

We opened over 25000 stores across India, featuring more than 6000 women homepreneurs.

Each of the billboards featured a woman home entrepreneur along with a unique QR code of their business. People could scan the code and shop directly from them.

They could also list their favorite women-run home businesses on our Cadbury Celebrations #ThisAdIsMyStore platform.

Diwali, India's Christmas, is when families come together to celebrate by exchanging gifts. It's ~$4 Billion worth of economy and contributes to ~50% of Cadbury Celebrations' annual sales. With plenty of food gifting options, including traditional sweets, the competition is fierce.

Over the years, we’ve made a case for chocolate-gifting through our purpose of inspiring generous instincts.

Women home entrepreneurs selling gift items also thrive during this period. However, despite their great potential, they struggle to expand beyond their local area. Unlike big brands, they have limited resources and budgets.

Target Audience: 24-40-year-olds, the most active gift buyers during festivals.

Strategy:

Grow Celebrations by helping women home entrepreneurs grow!

Thus, by advancing our purpose and turning our marketing into an act of unseasonal generosity, by gifting reach and discovery to women-run home businesses!

Creative Idea:

This Ad is My Store: Turn every Cadbury ad into shoppable storefronts for women homepreneurs.

Execution:

We opened over 25000 stores across India, featuring more than 6000 home entrepreneurs. Each of the billboards featured a homepreneur along with a unique QR code of their business. People could scan the code and shop directly from them.

They could also list their favorite women-run home businesses on our Cadbury Celebrations #ThisAdIsMyStore platform.

Timeline: 15th Oct to 15th Nov

Placement: We opened these stores over OOH sites across India, covering major cities and high-traction areas to provide maximum discoverability and reach to the women homepreneurs.

Scale: Over 10000 women registered on the platform, and we promoted 6000+ on traditional channels, and placed ads for many on our digital channels. The homepreneurs whose reach was once limited to their neighborhood, were now famous all over the city.

We converted over 25000 billboards across India into storefronts for more than 6000 women home entrepreneurs, bringing their business into the limelight.

The impact of the campaign was as follows:

- 2.4 billion+ campaign impressions on digital channels

- We generated user traffic of approximately 200,000 on the CadburyThisAdIsMyStore.com platform, expanding the visibility of the 6000 home entrepreneurs exponentially

- 3.6 million+ impressions on MapMyIndia, a navigation platform that helped people connect with over 2800 women home entrepreneurs

- Cadbury Celebrations' brand-level growth went up by 19%

- Brand consideration grew to 82%

- Apart from the big cities, women entrepreneurs from the smallest towns and villages in India also participated

- Stores for multiple categories such as home décor, clothing, jewelry, food, and gifting were available on the platform

- Home décor items had the biggest sales during Diwali