The post pandemic world has disrupted the marketplace like never before. Small businesses have suffered the most. A market leader brand which is about gifting and generosity decided to democratize the advertising itself by providing a free platform for small businesses to get visibility by giving them the power to use the biggest celebrity Shah Rukh Khan in the world and through the use of AI technology make him promote thousands of local stores. This campaign revolutionised advertising like never before affecting small business and customers alike.

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 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 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. We create 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 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%