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Tag: Cadbury Celebrations

  • Cadbury Celebrations launches #CreatingMemoriesNeverClicked campaign

    Cadbury Celebrations launches #CreatingMemoriesNeverClicked campaign

    Mumbai: This Raksha Bandhan, Cadbury Celebrations introduces their heartwarming campaign, #CreatingMemoriesNeverClicked, allowing brothers to turn uncaptured moments into cherished keepsakes. Conceptualized at the heart of the irreplaceable sibling bond – full of unforgettable memories like playful teasing, or saving the last piece of chocolate – this campaign offers siblings a unique chance to express their love.

    With #CreatingMemoriesNeverClicked, the brand has rolled out a user-friendly microsite, where individuals can transform precious, undocumented moments from their memory into realistic photos. On the campaign website-www.cadburycreatingmemories.com, brothers can share their cherished memories that best define their bond with their siblings, along with accompanying photographs. Using cutting-edge technology, including AI and upscaling techniques, a personalized image of the memory is then recreated. Developed by Ogilvy India’s creative tech team, the site features facial restoration, out painting, and de-ageing to ensure a high-quality and enjoyable experience while adhering to ethical standards. Once produced, these images can be personalized and shared with siblings virtually or printed on a specially crafted Cadbury Celebrations box, making for the most perfect surprise on this joyous occasion.

    Mondelez India vice president of marketing Nitin Saini expressed his excitement about the campaign stating, “Each year we aim to capture the essence of sibling love and nostalgia, often focussing on the timeless memories shared between siblings.  Their bond is precious and unbreakable; they may fight, bicker and disagree, but at the end of the day, they care about each other fiercely. Raksha Bandhan celebrates this special connection, bringing siblings together to reflect and cherish what they have. Having shared so much of their lives, their relationship is filled with moments and memories that are wholly and truly theirs. Our effort with #CreatingMemoriesNeverClicked is to continue Cadbury’s tradition of enabling brothers to express their love and do something sweet for their sisters during Rakhi, and through this campaign, we want to help them relive their special moments and grow closer.”

    Ogilvy India chief creative officer Sukesh Nayak said, “There are albums and albums of pictures filled with special memories of siblings growing up together in every household. But still, some of these special memories often go unclicked. At Ogilvy, we believe in creating work that beautifully blends strong cultural insight with new-age technology, making it super relevant. So, this Rakhi we transformed the iconic Cadbury Celebrations box into a canvas that helps brothers create those unclicked moments which we always cherish. Making the Celebrations box almost like a time machine that helps siblings go back in time and create a moment never clicked as the most special gift this Rakhi for every sister.”

    Wavemaker India chief client officer & office head, West, North & East, Shekhar Banerjee said, “The blend of AI and emotions has opened up some great opportunities for us to transform last-minute giftee experience to a thoughtful gesture with the power of media. Leveraging a behaviour-based platform strategy to target brothers and cutting-edge media innovations, we are seamlessly integrating the communication across platforms to encourage brothers to play a more active role in a festival traditionally led by sisters.”

    #CreatingMemoriesNeverClicked builds on the TV commercial ‘Iss Rakhi, Kuch Accha Ho Jaaye, Kuch Meetha Ho Jaaye,’ and embodies Cadbury Celebrations’ commitment to making every occasion special.

  • Ogilvy India wins Global Grand Effie for “Cadbury Celebrations – Shah Rukh Khan My Ad”

    Ogilvy India wins Global Grand Effie for “Cadbury Celebrations – Shah Rukh Khan My Ad”

    Mumbai: The Global Best of the Best Effie Awards crown the most effective campaigns from all the Grand and Gold Effie winners across the globe in the fray.

    The Global Best of the Best Awards 2023 has announced Ogilvy India (with Wavemaker India) as the winner of the Global Grand Effie in experiential marketing for Cadbury Celebrations – Shah Rukh Khan My ad.

    After bagging the coveted Cannes Titanium last year and an Effie APAC this year, Ogilvy India now adds the Global Grand Effie to their cap for the Shah Rukh Khan My Ad campaign.

    A first-of-its-kind Diwali campaign where Ogilvy India and Cadbury Celebrations worked together to extend a helping hand to small businesses across India that were struggling hard to survive the pandemic’s crippling effects.

    How? Through a timely and purposeful mix of data and generative AI, the Cadbury Celebrations Ad featuring India’s biggest brand Shah Rukh Khan doubled up as a personalised ad promoting countless small businesses.

    Ogilvy India deputy chief strategy officer Ganapathy Balagopalan said, “Christmas has arrived early for Ogilvy India, and we are delighted. It’s taken a village to pull this campaign off and we are happy it has made the impact and difference we hoped for.”

  • Cadbury Celebrations launches ‘#ShopsForShopless’ campaign

    Cadbury Celebrations launches ‘#ShopsForShopless’ campaign

    Mumbai: As the country gears up to celebrate Diwali, Cadbury Celebrations has rolled out a new campaign “#ShopsForShopless” to celebrate the power of communities coming together through technology-enabled solutions. The launch will be supported by a 360-degree communication campaign with amplification across media touchpoints.

    The campaign’s goal is to empower and support those who do not own permanent stores.

    After promoting local businesses for the last two years that were impacted by the pandemic, the brand has elevated the festive fervour by extending a helping hand to local hawkers. The brand will be leveraging QR code technology through which users can scan a Cadbury Celebrations pack to identify nearby hawkers and the products sold by them. It’s a seamless interface wherein consumers can also promote and set up a virtual shop for their locally known hawkers by adding simple details like vendor name, phone number, and a few product images onto the website. Once registered, anyone can shop for the products via a phone call, SMS, or even a video call. Thus, enabling hawkers to continue their business without the hassle of finding a new spot every day, through their shop on the internet!

    Weaving purpose into one more heartwarming campaign, this effort will promote thousands of hawkers across the country.

    Speaking about the campaign, Mondelez India vice president of marketing Anil Viswanathan said, “Right from gifting to indulging in sweets, Cadbury Celebrations, over the years, has found its sweet spot across festivities and become an intrinsic part of family celebrations. After our previous “#NotJustCadburyAd,” which was recognised and lauded globally for supporting small business owners, we wanted to take the act of generosity a step further this year. Looking beyond small businesses, we collectively realised how Diwali is an important period for hawkers, but their business is often affected due to having no permanent spot to sell their products. Building on this insight and keeping purpose at the core of our strategy, we conceptualised “#ShopsForShopless,” an effort to give hawkers a permanent virtual store. We hope our latest tech-enabled effort strikes an emotional chord with the audiences, leading them to participate in small acts of generosity for a brighter and sweeter Diwali.”

    Ogilvy chief creative officer Sukesh Nayak added, “Diwali is an important period for hawkers, but their business is often affected due to lack of a permanent spot/shop to sell the products. So, building on our generosity platform, this campaign is going beyond small businesses. It is an effort to give hawkers, who have no space, a permanent virtual spot to sell their products. To execute this idea, Ogilvy partnered with DeltaX to develop a tech platform which can help connect buyers to hawkers near them. We hope this tech-enabled solution connects at an emotional level with millions of our customers, making them scan the box to connect with hawkers near them and help make their Diwali sweeter too.”

    “As OneWPP, we are attempting something very audacious this year during Diwali. This will be a seamless tech platform to connect buyers to the unorganised retail owners, who we often refer to as hawkers or street vendors in this country. This tech infrastructure will not only make our generosity campaign more inclusive, but with the “#ShopforShopless” campaign it can potentially transform the way we shop in the future,” said Wavemaker India chief client officer & office head – West Shekhar Banerjee.

  • SRK turns brand ambassador for small businesses in Cadbury’s Diwali ad

    SRK turns brand ambassador for small businesses in Cadbury’s Diwali ad

    MUMBAI: Mondelez India has brought back its Cadbury Celebrations initiative where it advertised not just for itself but also for thousands of small businesses across India through its ‘Not just a Cadbury ad’ campaign. Only, this time it got actor Shah Rukh Khan to be the brand ambassador for all the local shops.

    Conceptualised by agency partners – Ogilvy India and Wavemaker, the second edition of the initiative is part of the ‘Iss Diwali Aap #KiseKhushKarenge?’ campaign. “2020 was a whirlwind of a year, followed by an unhurried 2021. The lockdowns proved to be an ambush, especially for small businesses. The launch of the ‘Iss Diwali Aap #KiseKhushKarenge’ campaign was our way of lending support to those local ventures, helping them build resilience,” said Mondelez India senior director – marketing Anil Viswanathan.

    On the launch of the second edition of the campaign, he said, “We are thrilled to onboard the nation’s most beloved and talented actor, Shah Rukh Khan as the face of the current campaign. We have also partnered with Rephrase.ai who helped us leverage the might of AI, and help local business owners to light up their brands with a special personalized ad. Not only bringing their audiences closer but igniting interest amongst newer ones.”

    The campaign was first launched in 2020 to promote local businesses across the country. The current edition takes it a step further – in addition to the brand films, the local retailers get to make a version of these ads for their stores, using the AI-Powered technology developed by Rephrase.ai. The first-of-its-kind initiative aims to support small businesses, by helping them create unique and scalable avenues of engagement with their consumers.

    “We used the power of AI Tech to help numerous small store owners create their very own personalised ads. We hope that this initiative helps boost the sales of small store owners and makes their Diwali sweeter,” Ogilvy India chief creative officer, Sukesh Nayak said.

    Built on the narrative of Kuch Accha Ho Jaaye, Kuch Meetha Ho Jaaye, the AI-powered hyper-personalised ads will feature more than 2000 grocery, retail, consumer electronics, home décor, clothing, furniture, and jewelry stores across the country, highlighted by pin codes across North, East & West Zones.

    Wavemaker India’s chief client officer, and West head- Shekhar Banerjee further added, “Consumer and local store outlook is still subdued, and we felt it was relevant this year to continue to extend our support to local retailers. True to our philosophy of leveraging data and tech in crafting all consumer experiences, we have pushed ourselves to greater heights and more inclusivity. This year we’re also adding a way for local stores as well as consumers to create their personalized ads and promote themselves or to support their local retailers.”

    The campaign will not only promote these 2000+ stores but also provide access to consumers and shopkeepers alike to make an ad for their favorite local store on notjustacadburyad.com, said the brand. The campaign will also be promoted through hyperlocal outdoor ads in different localities with a ticker that displays the names from a specific area.

  • Cadbury Celebrations launches its special campaign #MyFirstRakhi

    Cadbury Celebrations launches its special campaign #MyFirstRakhi

    MUMBAI: This Raksha Bandhan, Cadbury Celebrations-the much-loved chocolate brand has decided to celebrate the festival by making a meaningful difference to a child’s life through its special campaign – #MyFirstRakhi.

    Many children with physical disability in the country miss celebrating this festival, among other crucial life experiences. To truly bring a meaningful difference to the lives of these children and help them celebrate this moment of joy in the most fulfilling way possible, Cadbury Celebrations has partnered with Social Hardware- an organisation working towards providing assistive devices and rehabilitation services to underserved communities- to develop a unique sensor-based prosthetic arm that will let these children feel the sense of touch, an integral part of growing up.

    Building on the same sentiment is the campaign film that beautifully captures the story of a sister and her physically disabled older brother, Shubham who yearns to experience the feeling of a Rakhi tied around his wrist. The feeling is brought to life as the brother’s wish is fulfilled with a low-cost sensor enabled prosthetic hand advised by his doctor. The story sees a sweet ending as the older brother enthusiastically prepares to experience his first Rakhi, tied onto his wrist by his equally excited little sister. The brother, for the very first time in his life, is able to actually feel the sensation of the thread symbolising the bond they share, through his sensor-enabled prosthetic arm.

    While these children often opt for prosthetic hands to help them build their lives, the journey for them is a long one, where as the child grows up, the prosthetic arms recommended change, based on various factors. They typically start with basic prosthetic arms which lack the sense of touch, a very important sensation in their formative years. The chocolate brand has pledged to provide these low-cost sensor-based hands to many children across the country by continuing to partner with Social Hardware in the coming year.  

    Mondelez India senior director – marketing, Anil Viswanathan said, “For years now Mondelez India has been an innate part of festivals and occasions like Raksha Bandhan, and has redefined the joy of gifting and shared moments with Cadbury Celebrations. Through #MyFirstRakhi, we wanted to make a meaningful difference to the lives of these kids who don’t get to experience festivals like we do. To celebrate Rakhi you need to feel the touch of its threads and hence we provided a solution to give them a sense of touch. With the focus on spreading happiness and banking on the proposition of ‘Kuch Achha Ho Jaaye, Kuch Meetha Ho Jaaye’, the campaign promises a new start for children who have missed experiencing the joy of celebrating this festival in its truest sense.”

    Commenting on the campaign, Ogilvy India chief creative officer Sukesh Nayak, said, “Raksha Bandhan is a very special festival celebrated across the country. With #MyFirstRakhi we are helping ensure that every brother who has so far missed experiencing the joy of celebrating this festival, can now feel the bonds of this beautiful relationship on his hand.”

    The campaign will be led with a digital film and further amplified through social activations along with innovative OOH advertising.

  • Wavemaker Kinetic India brings alive Cadbury Celebrations Rakhi OOH Campaign

    Wavemaker Kinetic India brings alive Cadbury Celebrations Rakhi OOH Campaign

    Kinetic Worldwide, a WPP entity has established itself as a leading global player in the Out-Of-Home (OOH) media industry and has many success stories. One of the recent additions being Star Sports Marathi collaborating with Kinetic for the Pro Kabaddi League Season 7, that commenced on 20th July 2019.

  • This Diwali should I gift Chocolates or Mithai?

    This Diwali should I gift Chocolates or Mithai?

    All of us know that as Diwali is nearing there is always a debate; should I gift Chocolates or mithai at home, to my friends and my business partners. It’s been a tradition that every part of India celebrates this great festival of lights by sharing joy and happiness with sweets. But over a period of time as the new generation has entered this world there has also been a marginal deviation in the thinking when it comes to gifting and sharing sweets during diwali. This is partially because of the strategy adopted by many chocolate brands (which include homemade chocolate brands and products from the big MNC’s) who have entered this market to capture some share of the mithai market during this great festival across India. Let’s look at some key differentiators between the two.

     

    1.      Traditional & Emotional: Diwali is a festival which has lot of history and tradition which date backs to many years.  Most of them love to preserve the values of traditions connected with sweets made and prepared at home. These traditionally prepared sweets bring in plenty of love and emotional expressions when they are exchanged with your relatives, family members and friends. While the promotional campaigns of many chocolate brands try to bring the emotions through their advertising but they are not able to capture the real essence that a mithai is able to deliver. Every ingredient that goes into a mithai has that warmth and emotional connection with the audience which touches his or her heart.

     

    2.      Wider Choice: There is no limit when you think of preparing mithai. Since mithai is very meticulously prepared by hand the touch of authenticity further enhances its taste, which is missing in chocolates though some brands try to use some special ingredients to come closer to the mithai. The good old parents and grandparents always relish the wider choice that one has when it comes to mithai. The natural ingredients have more positive impression as compared to the artificial flavors.

     

    3.      Pricing v/s Presentation: Mithai’s are still easily affordable as the prices are not so steep. You have a larger choice to pick from. You can taste it at the sweet shop before you decide to buy your preferred mithai.  And when you prepare it at home you can use genuine ingredient to make it healthier, tasty and less expensive. This is not true with Chocolates but when it comes to Corporate gifting due to its attractive packaging and presentation Chocolates scores over the mithai.

     

    4.      Innovative & Delicious: One can experiment lot of innovation while preparing a Mithai and that has been the hallmark of traditional sweets. One of the most popular items that have caught over the years has been the mithai for health conscious audience. This is prepared from quality dry fruits which are preferred over the chocolates by many diabetics as chocolates are perceived to be more rich and sweet. But chocolates have a larger shelf life compared to mithai and therefore it has an added advantage as compared to mithai when gifting to the corporate and sending it out of station through couriers, to far off friends.

     

    Both chocolates and mithais have their merits and demerits when it comes to sharing and gifting during diwali. But with the change in the audience pattern there is a different point of view between the two. While mithai has still stuck to the core values of maintaining the traditional image but the chocolates has wooed the new generation audience with their product and packaging to explore chocolates instead of mithai every diwali and every other festive season.

     

    Let us wait and watch the various marketers in this category are planning and what would be their strategy to woo the mithai audience.

     

    (These are purely personal views of Ganapathy Viswanathan, who is an independent communication consultant with over two decades of experience in branding, communication and public relations, and indiantelevision.com does not subscribe to these views.)

     

     

     

  • Mirchi Kaan Awards 2014 names Scarecrow as Agency of the Year

    Mirchi Kaan Awards 2014 names Scarecrow as Agency of the Year

    MUMBAI: The 11th edition of Mirchi Kaan Awards saw some of the big names of the ad and corporate world such Josy Paul, Pops, Sajan Raj Kurup, Rekha Nigam, Sunil Lulla, Sanjay Tripathi, Gaurav Seth and Sripad Nadkarni present at the awards as the winners were felicitated in front of a packed audience.

     

    Scarecrow Communications emerged as the ‘Agency of the Year’, with a total of 6 awards, including 5 Gold and 1 Bronze. JWT Mumbai bagged 2 gold, 2 silver and 3 bronze awards. Linen- A Lintas Group Company, walked away with a total of 11 awards, including 4 silver and 7 bronze.

     

    Last year’s agency of the year, Ogilvy & Mather, bagged 2 silver and 1 bronze award. Scarecrow Communications also won the ‘Crystal Award’ and ‘Best Radio Creative of the Year – Client’s Choice’ for the Nitco Tiles radio spot captioned ‘Pinkesh’. Kapil Tammal, Manish Bhatt, Raghu Bhat and Sarvesh Raikar walked away with the ‘Radio Writer of the Year’ award.

     

    NITCO was honored with the title of ‘Client of the Year’. Sounds Good Production won ‘Excellence in Production’ while Madison Media Pinnacle won the ‘Best use of Radio as a Medium’ for Cadbury Celebrations – Songs for Sisters campaign. At a regional level, Radio Mango won 2 bronze awards.

     

    The Mirchi Kaan Awards was introduced in 2004 to celebrate creativity in the challenging field of radio advertising. The 11th edition of the awards, centered on the theme of ‘Mute the Clichés’, attracted over 250 entries from 36 agencies across 20 categories.

     

    Commenting on the success of the event, GG Jayanta, National Marketing Head, ENIL (Radio Mirchi), said, “We are extremely delighted to see the turnout of our initiative in acknowledging the potential of radio. The surge in participation is a testament to the acceptance of radio as an important medium in creative communication. This year we have opened the way for regional entries too. We hope to continue our efforts in awarding and showcasing some of the most innovative advertising campaigns on radio. We congratulate all the winners and take this occasion to thank the jury.”

     

    This year’s jury included eminent creative personalities such as Josy Paul, Prathap Suthan, Agnello Dias, Anurag Agnihotri, Priti Nair, Amit Akali, Manohar Nayak, Tista Sen, Rekha Nigam , Prateek Bharadwaj & Tapas Sen.