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Tag: Cadbury silk

  • This Valentine’s Day, Cadbury Silk merges the magic of love and power of AI

    This Valentine’s Day, Cadbury Silk merges the magic of love and power of AI

    Mumbai: This Valentine’s Day, Cadbury Silk, India’s favourite premium chocolate from Mondelez India, plays cupid once again to highlight some unforgettable love stories around us. Elevating the celebration of love to new heights, the brand has introduced an innovative and interactive experience that allows couples to weave their significant moments of love into a heartwarming tale of love and affection, brought to life with cutting-edge generative AI technology.

    To add the cinematic magic to this campaign, Cadbury Silk has joined forces with acclaimed filmmaker Zoya Akhtar who brings in her expertise to help couples craft their cherished moments into beautiful memoirs. Being the curator of contemporary love stories, she will contextualise and breathe life into the special moments capturing the essence of love in its most authentic form. Consumers can simply scan the QR code on Cadbury Silk packs, leading them to an exclusive website where they will need to answer some interesting questions that will help in curating their unique love stories with personalized avatars, which will be featured in the animated movie.  The AI module will seamlessly weave these elements together to craft a visually stunning and emotionally resonant story.

    Speaking about this, Mondelez India VP – marketing Nitin Saini said, ” Cadbury Silk continues to reign as the ultimate curator of Valentine’s Day celebrations. We believe the priceless romantic moments are not always the expensive ones, therefore with this campaign, we wanted to celebrate the everyday magic of a deeper and meaningful love and create a platform for couples to express their unique stories in a truly personal and heartwarming way. The idea was to create an experience that couples could revel in by watching a movie on them, by them and gush over the cute moments that are a testament of their love. The collaboration with Zoya Akhtar adds an extra layer of creativity, ensuring this campaign will be an unforgettable celebration of the diverse and beautiful stories that make each love story unique. Combined with the power of technology, this collaboration will bring love stories to life that is bound to touch hearts.”

    Akhtar added, “I am excited to be part of Cadbury Silk’s Valentine’s Day campaign. Collaborating on this campaign will allow me access to a lot of unique love stories that varied couples share. I will also get to craft these moments into beautifully animated short films through the magic of AI.  It’s fun to be able to capture and share the essence of these special experiences in a new way. I look forward to adding my touch of creativity to make this Valentine’s Day unforgettable for everyone involved.”

    The brand has also launched a new ad film featuring Akhtar embodying the spirit of love that Cadbury Silk is known for.

    Ogilvy India CCOs Kainaz Karmakar & Harshad Rajadhyaksha added, “Where there’s love, there’s a story. And there can’t be a better gift than your story made into your own AI movie. When Akshay Seth came to us with the ‘Story of Us’ we instantly loved it, but the execution was a challenge. It involved a partnership between Cadbury Silk x Zoya Akhtar x AI x Disney+Hotstar x Millions of personal stories! Since this is the first time customized AI video generation at scale is being attempted, it took a lot for all the moving parts to come together but they finally have. The interface, with Zoya Akhtar as your guide nudges you to dig into your story and pull out the best nuggets. Then AI will turn that into a mini movie featuring Avatars of the two of you. The best stories will feature as an anthology on the streaming platform Disney+Hotstar”.

    Wavemaker India chief client officer & office head Shekhar Banerjee said, “Over the years, Cadbury Silk has leveraged technology to create unique and memorable experiences during Valentine’s Day. This year, we are taking it up a notch by transforming everyday moments of love into cinematic experiences, powered by AI and Zoya Akhtar. These AI-curated stories will be amplified through strategic media partnerships and personalized content collaborations with leading OTT and music platforms, as well as brand experience zones. Our ultimate goal is to make every couple’s Bollywood dream come true. As a result, we are excited to collaborate with top industry players to deliver unparalleled romantic experiences that will leave a lasting impression on our audience”.

    Ogilvy India’s Creative Tech Team, led by Rajneesh Bolia, is using a proprietary tool to convert simple text input from the consumer into lovable character animations featuring the consumer. Built in-house to deliver personalized videos of moments shared by consumers, the team has successfully automated this unique AI-driven solution that is probably the world’s first in terms of use-case for a brand, the scale and the way it is automated and implemented.

    Selected videos from the campaign will be featured on the streaming platform Disney+Hotstar, allowing consumers to share their love stories with a wider audience.

  • Smarties India 2023 honours winners shaping the future of marketing

    Smarties India 2023 honours winners shaping the future of marketing

    Mumbai: The 12th edition of MMA Smarties India Awards 2023, one of the most prestigious events in the marketing industry, concluded with great acclaim, recognizing outstanding achievements in the realm of modern marketing. The awards ceremony, which took place on October 5th, 2023 at Taj Santacruz, Mumbai brought together the finest minds and innovators in the field of marketing.

    Smarties India – jury chair & Raymond CEO Sunil Kataria commented, “The 12th edition of SMARTIES™ India 2023 Awards has been an extraordinary celebration of marketing innovation and excellence. This year’s shortlisted nominees showcased the ever-evolving landscape of marketing, with campaigns that have redefined the boundaries of innovation and left an indelible mark on our industry. SMARTIES continues to push the envelope by introducing fresh categories and celebrating campaigns that not only drive business impact but also excel in various aspects of modern marketing. As we celebrate the winners at the gala event, I’m inspired by the ingenuity and creativity that have been showcased, and I look forward to how these campaigns will shape the future of marketing excellence in India.”

    The evening’s most prestigious accolade, the ‘Brand of the Year,’ was deservedly conferred upon Google Search, a testament to their unmatched innovation and substantial impact. Equally deserving, the ‘Advertiser of the Year’ title found its rightful place in the hands of Mondelez India Foods Private Limited, honouring their outstanding contributions and industry leadership.

    Further industry recognition saw Cadbury Silk and Google Search awarded as ‘Grand Prix/Best in Show’; Glance awarded as ‘Enabling Technology Company of the Year,’, alongside notable wins in categories such as ‘Media Agency of the Year’ and ‘Creative Agency of the Year’, by Wavemaker India and Leo Burnett India respectively.

    Amazon Ads was celebrated as the ‘Publisher of the Year’ while the esteemed ‘Most Resilient Brand of the Year’ title was claimed by Lay’s, Pepsico India and Leo Burnett India. Notably, the newly introduced categories also saw Schbang and WPP India excel, with wins in ‘Digital Agency of the Year’ and ‘Holding Agency Company of the Year’ respectively, firmly establishing their positions as trailblazers in their respective domains.

    In an impressive showcase of marketing excellence, a diverse array of brands emerged triumphant at the SMARTIES India 2023 Awards. The category of Personalisation, often regarded as the vanguard of modern marketing, bore witness to the Gold, Silver, and Bronze Awards being secured by Luminous Power Technologies Pvt. Ltd. and Wavemaker; Mondelez India Foods Pvt. Ltd. and Wavemaker and Mondelez India Foods Pvt. Ltd. and Wavemaker respectively. This impressive feat further solidifies their reputation as pioneers in this dynamic field.

    Smarties India – jury chair & Colgate-Palmolive (India) Ltd CEO & managing director Prabha Narasimhan added, “SMARTIES™ India 2023 Awards continue to celebrate creativity, innovation and the strategic acumen behind impactful marketing campaigns. I’m excited to see how these campaigns will continue to inspire and shape the future of marketing excellence in India.”

    All SMARTIES winners are listed and ranked in the MMA Business Impact Index, which uses a proprietary methodology developed in partnership with WARC to recognize the best of the best in the Advertising and Marketing industry. It is the first and only global modern marketing index that identifies, ranks and awards top agencies, advertisers, brands and solution providers driving significant business impact.

    The MMA Smarties India Awards 2023 spotlighted the categories that garnered the highest number of entries, namely Creator/Influencer/Celebrity Marketing, Data Insights/Contextual Marketing, and Brand Experience within the dynamic realm of modern marketing. The awards were presented in various categories, each showcasing remarkable achievements and ground-breaking strategies that have reshaped the industry.

    Smarties India – jury and MMA India county head & board member Moneka Khurana, expressed her excitement about the 12th edition of SMARTIES™ India 2023 Awards by saying, “The SMARTIES India Awards have consistently showcased the ever-evolving landscape of marketing in India. As we embrace digital transformation and witness innovative approaches in marketing, it’s inspiring to see the diverse and impactful campaigns that have made it to the shortlist this year. These campaigns reflect the spirit of innovation that drives our industry forward and sets the bar higher for future marketers. I’m thrilled to be a part of this celebration of excellence, and I can’t wait to see which campaigns emerge as the champions of innovation in marketing.”

    Out of 150 shortlisted entries, representing diverse sectors such as FMCG, OTT, retail, BFSI, technology, and more, a total of 94 metals were handed over at the gala. The winners will also be given digital awards or NFTs which they can claim or prove their contribution to the award and campaign with the information available on the blockchain at any time. The NFT holder will also be eligible to avail of gratifications and access to exclusive assets from MMA Global like events, case studies, seminars, workshops, and more.

    Smarties India – jury & MMA board member and managing director APAC- Rohit Dadwal commented, “The SMARTIES™ India 2023 Awards once again underline the pivotal role of modern marketing in shaping the future of our industry. It’s truly inspiring to witness how brands are continuously pushing the boundaries of creativity and harnessing the power of technology to drive innovation and engagement.”

    In a ground-breaking move, SMARTIES™ India 2023 introduced the inaugural edition of “Smarties Unplugged.”- a unique pre-gala event that brought together marketing thought leaders who shared innovative and creative work designed to benefit tomorrow’s marketers and cater to the changing mindset of consumers.

    Kick-starting the event with a warm welcome by Khurana with Tanya Saihgal as the host. The event featured several informative sessions. In the first segment, top SMARTIES India shortlisters engaged in a gamified conversation on Creativity, Content and partnerships and the second part explored Channels, Data and analytics, with nominees discussing marketing strategies in an insightful and enjoyable manner, facilitated by Saurabh Parmar. Saurabh Parmar, an eminent figure in the marketing landscape, hosted two insightful sessions at “Smarties Unplugged.” Key sessions included “Intelligent Effectiveness: Measuring the ROI of AI on Optimization & Personalization” by Dadwal. Soundsmith of BrandMusiq founder Rajeev Raja delved into “#TheFutureIsSound” and the role of sonic identities in today’s digital world. The event culminated in “Marketing Excellence Unplugged – Navigating New-Age Trends & Tech,” featuring industry leaders like Vikram Pandey, National Creative Director, Leo Burnett India Devika Sharma, VP and GM – India, InMobi; Sidharth Singh, Lead – Countline & Gifting Marketing, Mondelez India and Rohit Dadwal, MMA Board Member and Managing Director APAC, MMA APAC and other speakers, providing actionable insights for adapting and innovating in the dynamic marketing landscape.

     

  • Brands unveil their inner cupid ahead of Valentine’s Day

    Brands unveil their inner cupid ahead of Valentine’s Day

    Mumbai: Love is in the air.. it is on your smartphone screen.. it is on the biggest hoardings, it is everywhere! It is that time of the year when romance takes centre-stage and whether one likes it or not, one cannot escape the blitzkrieg of mushiness coming our way. This Valentine’s Day, brands rekindle the love with their consumers with something for everyone- from singletons to pet parents, and of course, for the lovebirds, as they try to break away from the traditional and clichéd V-day concepts. 

    Here are some that caught our eye:

    Mondelez India

    Recognising the reality that with V-day just around the corner there are going to be two kinds of people – The ones in love and the ones who are sick of the ones in love aka, The singles, chocolate company, Mondelez India’s two major brands have launched campaigns that are at loggerheads too! So, on one hand, we have Cadbury Dairy catering to those in love and on the opposite end, there is Cadbury 5 Star cheering on and backing the singles with two innovative tech-savvy campaigns.

    Cadbury Dairy Milk Silk

    Conceptualised by Ogilvy, Cadbury Dairy Milk Silk’s ‘How Far Will You Go To Make Them Blush’ campaign set to its popular jingle, aims to get young hearts aflutter across the country with a special pack- QR Codes on the Silk Valentines’ Day packs, that lead consumers to a microsite where they can create and share custom messages with their special someone.

    In a first, the brand has introduced real-time personalisation of augmented reality experience with help from its tech partner, 8th Wall, that enables consumers to unlock the advert to see custom messages sent by their loved ones in a fully immersive 360-degree virtual environment. By scanning any Cadbury Dairy Milk Silk hoarding, print advertisement etc with the special AR filter, the receiver will be able to see the secret message come alive on the ad.

    Cadbury 5 Star

    On the other hand, Cadbury 5 Star has launched an innovative campaign that attempts to save singles from the dreaded question – ‘What Are You Doing on Valentine’s Day?’. The brand has planned the perfect getaway for them by crafting ‘The Perfect Alibi’ campaign. For this, the brand has gone to the extent of taking over an island located off the coast of Karnataka and renamed it ‘My Cousin’s Wedding’ – as the perfect alibi for singles looking to get away from the pressure of having a Valentine or of going on a date. Consumers can join the fun by scanning the special Valentine’s Day Cadbury 5 Star packs, which will give them a chance to win a trip to the Island to enjoy a host of ‘Do-Nothing’ experiences.

    Skinn by Titan

    Skinn, a fine fragrance brand from the house of Titan, released a digital film featuring the Bollywood actor Sanya Malhotra and upcoming OTT star Suhail Nayyar on the special occasion. Conceptualised by Ogilvy South, the #BestSaidWithSKINN campaign celebrates imperfectly perfect relationships by capturing the finer nuances of love which are not only about sparks flying in the air but more about the familiarity and deep sense of assurance that comes over a period of time.  

    FreshToHome 

    FreshToHome attempts to give a fresh spin on Valentine’s Day with its #FreshValentines campaign. The online brand in fresh fish and meat e-commerce seeks to break the V-Day stereotype by replacing traditional and cliched ways of proposing with newer, quirky ways of expressing love. The brand’s V-Day spot showcases a sea-food-loving couple that find ways to ‘keep it fresh.’ The film has the foodie protagonist proposing with a twist- calamari rings, instead of with a regular ring. It also got food blogger Influencers to replace a bouquet of roses with a bouquet of skewered kebabs.

    Mobilla

    The Lifestyle and mobile accessories brand in India announced its latest brand campaign ‘Tale of Two- Trilogy’ ahead of Valentine’s day. Conceptualised by the brand’s internal creative team, and featuring digital creators Virti Vaghani and Samkit Shah the digital marketing campaign consists of three slice of life films created around light-hearted everyday moments. 

    PokerBaazi.com

    Homegrown online poker platform from the house of Baazi Games is celebrating the season of love with its unusual campaign “Don’t Be Single, Be The Golden Single.” For this, the gaming platform added the age-old question- “What To Do on Valentine’s Day When You Are Single?” to its FAQs section and made it rewarding with a fun integration on the application. Players stand a chance to win a free ticket to the Golden Rush Tournament at the National Poker Series 2022 to be held in March.

    Wiggles.in

    For all the pet parents out there, the D2C preventive pet care brand has launched #LoveIsInTheCare, a digital marketing campaign dedicated to feline love ahead of Valentine’s Day, in a bid to encourage pet parents to never give up on caring for their pets. Crafted around the core thought that the ultimate form of love is care, the campaign brings to light different aspects of pet care. 

     

     
     
     

     
     
     
     
     

     
     

     
     
     

     
     

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