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.

Cadbury Celebrations used generative AI technology and location data to create a hyper-personalised ad featuring Bollywood superstar Shah Rukh Khan. The campaign takes hyper-personalised brand communication a notch higher as it allows local small businesses to make India’s biggest brand ambassador their own brand ambassador. The Al generative technology creates a digital

avatar of Shah Rukh Khan by regenerating his face and voice to replace the

local store names in every ad.

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 store of the most impacted categories and cities. The AI enable 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 social media thus resulting in more visibility.

The AI enabled system created thousands of permutations for the localised versions of the Shah Rukh Khan-My-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.

Placement - OTT platforms, Facebook, Instagram, YouTube, Hotstar

Scale - 1400+ million impressions

94+ million views

Trending on Twitter with 11000+ mentions.

130k ads were created

33 millions 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 & Premium Assorted

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

Cadbury Celebrations is a chocolate gift box with Diwali being its business opportunities, it decided to do something for the small retailers affected by the pandemic.

The same ad, featured different local stores and was served on Facebook and Youtube with stores featured closest to the viewer in real time.

A digital hyper-personalised AI generated video that creates various versions of the same ad based on the local store name and the geo-location of the viewer.

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.

Time line - 23rd October 2021 - 7th November 2021

1400+ million impressions

94+ million views

Trending on Twitter with 11000+ mentions.

130k ads were created

33 millions 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 & Premium Assorted

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