Cadbury Celebrations is a chocolate gift box and Diwali is its biggest

business opportunity. But, India in 2021 was still coming to terms with a post pandemic life and the new normal wasn't very welcoming to the thousands of

small shops and local businesses. While these local stores served as a lifeline

to consumers for all these years, the pandemic had made consumers over

cautious about hygiene and familiar with the convenience of door-to-door

deliveries. Additionally, the big e-commerce giants with their lucrative festive

sales had everyone's attention. Shopping from the reliable small and local

stores was the last thing on people's minds.

We made the biggest celebrity in the world, Shah Rukh Khan, the brand ambassador for thousands of small local neighbourhood stores.

We created a hyper-personalised digital avatar of Shah Rukh Khan by regenerating

his face and voice to replace the local store names in every ad. This was done for

each of the 4 categories of local stores - Fashion, Footwear, General and Electronics in the Cadbury distribution network. The local store owners were also given a platform to create and share their own versions of Shah Rukh Khan-My-Ad where he promotes their individual stores.

Cadbury Celebrations is a chocolate gift box and Diwali is its biggest business

opportunity. But, India in 2021 was still coming to terms with a post-pandemic life and the new normal wasn’t very welcoming to the thousands of small shops and local businesses. Using pin code based data, we mapped local stores of the most impacted categories and cities. The AI enabled system created thousands of permutations for the localised versions of the same ad, making ours the first ever hyper personalised ad. The same ad, featured different local stores and was served on Facebook and YouTube with stores featured closest to the viewer in real time. We created a platform for the local store owners that enabled them to create their own versions of the Shah Rukh Khan-My-Ad, which they could share on social media, thus resulting in more visibility.

The campaign took hyper-personalised brand communication a notch higher as it allowed local small businesses to make India’s biggest brand ambassador their own brand ambassador. We created a digital avatar of Shah Rukh Khan by regenerating his face and voice to replace the local store names in every ad. The AI enabled system created thousands of permutations for the localised versions of the same ad, making ours the first ever hyper personalised ad. This was done for each of the 4 categories of local stores - Fashion, Footwear, General and Electronics in the Cadbury distribution network. The same ad featured different local stores and was served on Facebook and YouTube with stores featured closest to the viewer in real time.

130,000 different versions of the same ad were recreated by small retailers across the country.

Timeline - 23rd October 2021 - 7th November 2021

• 1400+ million impressions

• 94+ million views

• Trending on Twitter with 11000+ mentions

• 130k ads were created

• 33 million Celebrations packs were sold, highest ever seen by the brand

• 0.44 million stores sold Celebrations

• Diwali experienced 30% growth on LY & 11% CAGR

• All price points have grown double digits in Regular and Premium Assorted

• Modern Trade business growth at 69% and Traditional Trade at 29%