The ad beautifully captures an Indian family celebrating the occasion of Diwali where the woman of the house gifts something to every member of the family bought from a local store. Through this campaign, we hope to share the warmth of this season with the small businesses as we prepare to celebrate one of India’s biggest festival.” With the proposition of ‘Iss Diwali Aap #KiseKhushKarenge’, we are putting our best foot forward to inspire people to do what’s right, this time with an intention to remind people to support their local retailers. This year, more than any other, warrants for acts that signify new beginnings and the potential of goodness in an imperfect world, and our recent Celebrations campaign infuses this thought at the back of evoking generosity. In order to execute this multi-platform activation campaign, Cadbury reached out to 1800+ local retailers across 260+ pin codes in Mumbai, Delhi, Lucknow, Indore & Pune.Ĭommenting on the campaign, Anil Viswanathan, Senior Director – Marketing (Chocolates), Insights and Analytics, Mondelez India, said: “Over the years, Cadbury Celebrations has become synonymous with festivals in India. And developed an algorithm that served an ad customized to the viewer based on their geo location. In short, Cadbury custom-designed hundreds of versions of the same ad, with the relevant geo-targeting based on pin codes. Similarly, a person in Mumbai or Delhi, would see the names of the small stores in his vicinity. Therefore, a person viewing the ad in Pune would be guided to small stores in Pune, in their vicinity. The displayed small stores in the ad changed based on the location in which the ad was being viewed. Someone watching in Powai, Mumbai will see this ad: Someone watching in Mahalakshmi, Mumbai will see this ad:.Someone watching in Golf Course Road, Gurgaon will see this ad above.
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