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Tag: Mondelez India

  • Cadbury Dairy Milk honours off-screen heroes with #ThankYouFirstCoach

    Cadbury Dairy Milk honours off-screen heroes with #ThankYouFirstCoach

    Mumbai: Cadbury Dairy Milk pays homage to the unsung heroes behind the success of our beloved cricket stars with its #ThankYouFirstCoach campaign. Through a 2-part series of heart-touching films, the campaign shines a spotlight on the mentors aka our beloved cricketer’s first coaches who were the first ones to recognize and nurture their talent from grassroots to grandeur.

    Echoing the brand’s purpose of generosity, Cadbury Dairy Milk’s #ThankYouFirstCoach campaign features the coaches of celebrated cricketers Surya Kumar of Mumbai Indians (MI) and KL Rahul of Lucknow Super Giants (LSG), depicting their heartfelt tributes to their first coaches, who played pivotal roles in shaping their careers. From the vibrant streets to the electrifying stadiums, these films capture the profound gratitude and emotion exchanged between players and mentors. The campaign also encourages fans to participate by expressing gratitude to their own first coaches, highlighting the transformative power of appreciation in nurturing talent and fostering aspirations.

    Over the years, Cadbury Dairy Milk has built on its core guiding principle of evoking generosity by regularly shining a spotlight on often unnoticed or unacknowledged people in society. As #ThankYouFirstCoach sweeps across the nation, Cadbury Dairy Milk invites everyone to share in the sweetness of gratitude and recognize the profound impact of first coaches in shaping the future of cricket.

    Commenting on the campaign, Mondelez India VP of Marketing Nitin Saini said, “Over the past few years, the marriage between cricket and generosity at the back of impactful story-doing has driven strong consumption growth and saliency for our brand. And the aim is to only accelerate this journey in 2024 with Cadbury Dairy Milk’s #ThankYouFirstCoach campaign epitomizing the brand’s purpose of ‘generosity’. Through this emotional odyssey, we not only celebrate the transformative power of gratitude but also champion the profound impact of these guiding lights in shaping dreams and fostering talent- the first risk-takers, the first believers, the first mentors. As we honour the silent architects behind cricket’s success stories, we invite everyone to join us in this heartfelt tribute, embracing the sweetness of appreciation and the joy of acknowledging those who paved the way for greatness.”

    Ogilvy India chief creative officer Sukesh Nayak added “Cadbury Dairy Milk has been using the biggest cricketing event in the country, IPL, to shine the spotlight on those important aspects of the game that don’t get the due recognition. This year it’s the first coaches of the stars of cricket. Our starting point was a simple question, when fans cheer for the players every time they play their famous shots, do they really know who would have helped them develop that shot before they become popular? We simply wanted to acknowledge these GURUs of the game and nudge the country to thank them for their contribution towards the game, moreover towards turning our favourite players into stars.”

    Wavemaker India chief client officer & office head, West, North & East Shekhar Banerjee mentioned “Cadbury Dairy Milk’s latest campaign stands as a testament to the often overlooked heroes behind our cricketing legends—their first coaches. Through this campaign across multiple touchpoints and unique partnerships, we are dedicated to bringing in the limelight to these unsung heroes who shaped our cricket stars. Watch out as we unveil this heartfelt tribute to the first coaches during this highly anticipated IPL season.”

    As part of the campaign, special jerseys are being designed for these mentors, honoured with the names of their star pupils from Mumbai Indians and Lucknow Super Giants.  In addition to this, Cadbury Dairy Milk has introduced special packs that allow fans to join the #ThankYouFirstCoach movement, serving as a tangible symbol of gratitude for their own mentors. Furthermore, as a gesture of appreciation, the brand is extending an exclusive invitation to the first coaches of every IPL player to join them in the family box during matches. Here, cricketers will have the opportunity to publicly acknowledge and thank their coaches, symbolically bowing to them in recognition of their invaluable contribution to their journey. This unique experience not only celebrates the unsung heroes of cricket but also fosters a sense of connection and gratitude within the sporting community.

  • “Our Erase Valentine’s Day campaign secured a reach of 108 million along with 300Mn impressions”: Mondelez’s Nitin Saini

    “Our Erase Valentine’s Day campaign secured a reach of 108 million along with 300Mn impressions”: Mondelez’s Nitin Saini

    Mumbai: Cadbury 5 Star’s ‘Erase Valentine’s Day’ campaign has achieved remarkable success this Valentine’s Day, featuring a daring mission to eliminate the mushy celebrations within a single minute. The brand introduced a time-travel vessel set to cross the international date line on 14 February, spearheaded by content creators Tanmay Bhat and Samay Raina from the control room in Mumbai.

    The exciting journey was streamed live on YouTube, inviting viewers to witness the volunteers navigate through the Samoan seas and erase Valentine’s Day from existence. As the vessel approached the date line, Bhatt and Raina led a countdown, marking the successful completion of the mission. The campaign resonated deeply with the brand’s core target group i.e the Gen Z demographic.

    Indiantelevision.com caught up with Mondelez India’s CMO Nitin Saini where he shared the idea and the kind of strategy that was used to implement this campaign.

    Edited excerpts

    On the idea of using Cadbury 5Star to erase Valentine’s Day come about

    Cadbury 5 Star, through its brand communication over the years, has become synonymous with easy going indulgence and the philosophy of Do Nothing. The brand, through all its campaigns has taken a counter-culture stance. It has stood as a playful reminder that in today’s world defined by ‘hustle’ culture, it is important to “chill” and savour the free moments.

    Even for the occasion of Valentine’s Day, Cadbury 5Star has consistently supported individuals/singles who feel disenchanted with the ‘Day of Love’ and prefer to spend the occasion doing nothing. The decision to launch the Valentine’s Day campaigns every year for Cadbury 5 Star was driven by comprehensive market research, which underscored the enduring significance of chocolates during this occasion. The brand has consistently used Valentine’s Day as an occasion to drive relevance and engagement through clutter-breaking campaigns and limited-edition packs. By showcasing the idea of ‘doing nothing’ as a valid and enjoyable option through campaigns like ‘Erase Valentine’s Day’, we provide support to those seeking an alternative Valentine’s Day experience.

    Building on the success of last year’s endeavor to help escape the mush, the brand along with its volunteers introduced the world’s first ever ‘time travel vessel’, a ship named F.N.S. Cringe Vinash, with a mission to Erase Valentine’s Day. The ship was sent to cross the International Date Line between American Samoa and Samoa at exactly 11:59 pm on 14 February 2024 (American Samoa Time), thereby crossing the 24-hour threshold and setting foot into 15 February, 12:00 am – the local time on the other side of the International Date Line thus, skipping 24 hours of Valentine’s Day in a single minute. To add a layer of laughter and entertainment, we got Tanmay Bhat and Samay Raina to helm the mission in the control room in Mumbai. This live event was a rollercoaster of laughs and personal stories, as we witnessed the brave volunteers cross the International Date Line— erasing Valentine’s Day for all those who want to skip the day. Viewers even got in on the action, voting for the cringiest things they have witnessed, while the volunteers on the ship dialed in the stream via a live video call and spoke about their own personal anecdotes adding an extra layer of hilarity to the mix.

    On sharing insights into the creative process behind developing the storyline for this campaign

    The concept for this year’s Cadbury 5 Star campaign stemmed from a quest to take unconventional celebrations to new heights and embrace the counter-culture. The objective was to challenge the standard norms of Valentine’s Day by offering an escape from the day entirely for singles who feel disenchanted with the ‘Day of Love’ and prefer to spend the occasion doing nothing. Collaborating with Ogilvy and bringing legendary space scientist Nambi Narayanan on board, we devised a creative narrative involving a ‘time travel vessel’ to skip 24 hours of Valentine’s Day in a single minute. Every ‘Do Nothing’ campaign on 5 Star has been loved by audiences and this year’s campaign has received a lot of love as well.

    On the decision to involve Tanmay Bhat and Samay Raina as hosts for the commentary booth

    The vibrant energy and cheeky humor of Tanmay and Samay which was perfectly tethered by their comedic camaraderie fit in well with the playful spirit of our brand. By involving Tanmay and Samay as hosts for the commentary booth, we wanted to infuse our campaign with an extra layer of entertainment and laughter, ensuring that viewers have a memorable and enjoyable experience as they witness this groundbreaking mission unfold.

    On the challenges did the whole team faced during its journey through time

    During the live stream on February 14th (India time), the ship’s captain mentioned to the hosts – Tanmay Bhat and Samay Raina that they were running 60 seconds behind schedule due to strong currents from the West near Samoa, requiring efforts to stabilize the vessel. Nevertheless, the ship successfully crossed the 24-hour threshold, arriving on February 15th, 12:00 am thus erasing Valentine’s Day as planned.

    On Cadbury planning to measure the success of this marketing campaign

    We evaluate the effectiveness of marketing campaigns by monitoring various key metrics. These include metrics related to consumer engagement, such as reach, engagement, and ad viewing duration on digital platforms. Overall, our campaign was received very well with 99% positive sentiments from audiences. Across social media platforms, our Erase Valentine’s Day campaign secured a reach of 108 million along with 300Mn impressions. Further, as on Google, the campaign garnered a 174MM reach, 866 MM impressions and 114 MM+ views.
    The YouTube livestream with Tanmay and Samay on 14th February was received extremely well, reaching over 65 Million people. The live stream garnered more than 1.6 million views, 35k+ concurrent viewers, and over 15,000 comments— with 70% of the viewers being within our core target group of 18-34 year old individuals.

  • 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.

  • Archies and Mondelez India unite for unforgettable moments

    Archies and Mondelez India unite for unforgettable moments

    Mumbai: Archies, the gifting brand, has joined hands with Mondelez India, makers and bakers of iconic brands like Cadbury Dairy Milk, Oreo, Bournvita, etc. Together, they are set to redefine the gifting experience, just in time for the Valentine’s season.

    Archies, with its rich legacy in the gifting industry, has always been synonymous with spreading love and joy. The partnership with Mondelez India aligns seamlessly with Archies’ commitment to offering unique and heartfelt gifting solutions for every occasion. Mondelez India, the force behind Cadbury, has been instrumental in establishing chocolates and biscuits as integral components of gifting traditions across India for several decades. This collaboration aims to enhance and expand the “Meetha” occasions in millions of households by offering a delectable range of customised Mondelez gift hampers.

    “We are excited about the possibilities this collaboration brings,” expressed Archies executive director Varun Moolchandani. “Mondelez’s reputation for crafting delightful and high-quality chocolates perfectly complements our mission to provide customers with an array of choices that symbolize affection and thoughtfulness. This Valentine’s season is just the beginning, and we look forward to creating countless sweet moments for our customers together. By coming together in this partnership, customers visiting stores, whether online or in-person, will now be able to explore Mondelez India’s thoughtfully curated collection of gift hampers. Be it for birthdays, anniversaries, Valentine’s Day, or any other special event.

    Mondelez India – VP of sales Desmond D’Souza added, “We are excited to offer our differentiated gift hampers across Archies India’s stores and website. We look forward to jointly building a compelling gifting proposition for Indian shoppers, and to entrench our products as a gift item across multiple occasions, both large and small.”

    The collaboration officially kicks off with an exclusive line-up of Mondelez India’s gift hampers will be available at Archies stores, promising a perfect blend of sweetness and sentiment. Whether it’s expressing love, celebrating milestones, or simply indulging in the joy of giving, Archies and Cadbury invite everyone to explore the art of gifting in a truly delightful way.

  • Mondelez India and McCann Worldgroup India win big at The Advertising Club’s EFFIE India Awards 2023

    Mondelez India and McCann Worldgroup India win big at The Advertising Club’s EFFIE India Awards 2023

    Mumbai: The Advertising Club hosted the latest edition of the coveted ‘EFFIE India AWARDS 2023’ with Celebrity Cricket League as the Associate Sponsor, Craving Digital as the Imagination Partner, Diageo India as the Celebration Partner, and Heineken Silver Beer as the Beverage Sponsor. Mondelez India was judged the EFFIE India Client of the Year, while McCann Worldgroup India was named EFFIE India Agency of the Year. The coveted Grand EFFIE was won by Enormous for Jaquar’s campaign ‘Unimaginable Brand Extensions.’

    Announced at a celebratory event at Taj Lands’ End, Mumbai, the awards acknowledged the impact of success through work done by agencies and clients that set new benchmarks in effectiveness in marketing and advertising communication. Setting a new milestone, EFFIE India garnered a record-breaking 1276 entries this year, the highest in its 23-year history, with participation from 79 agencies.

    Speaking at the EFFIEs, The Advertising Club president Rana Barua said, “The EFFIEs stand as a testament to the power of impactful storytelling and strategic brilliance in our industry. My heartfelt gratitude to the advertising fraternity for their unwavering support, making these awards a celebration of creativity and effectiveness. Congratulations to all the winners for crafting campaigns that not only captivate but also leave a lasting impact on our audiences. Your creativity continues to shape the future of our industry. Here’s to another year of pushing boundaries and inspiring innovation in the world of advertising.”

    Elaborating on the awards, EFFIE India chairperson Mitrajit Bhattacharya said, “EFFIE India continues to showcase its unwavering commitment to celebrating excellence in advertising, honouring both exceptional work and the talented individuals behind it. I’d like to extend my gratitude to the esteemed judges who dedicated their time and expertise to assess a remarkable 1276 entries, setting a new record. Their commitment is truly commendable. A heartfelt thank you also goes out to our sponsors, the entire Ad Club managing committee, the EFFIE committee, EFFIE New York, and The Ad Club secretariat for their tireless efforts in making it a resounding celebration of creativity and innovation in the advertising industry.”

    EFFIE India co-chairpeson Pradeep Dwivedi added, “In yet another splendid year of the EFFIE India Awards, what stands out is how agencies and brands continue to put in their hard work. Their meticulous contributions in ideation, flawless execution, and the art of brand-building are truly commendable. EFFIEs has always added and will continue to add a profound insight into the concept of advertising awards. A big congratulations to all the winners and the participants.”

    EFFIE INDIA 2023 RESUTLS CLICK HERE

    EFFIE INDIA 2023 CLIENT OF THE YEAR CLICK HERE

    EFFIE INDIA 2023 AGENCY OF THE YEAR CLICK HERE 
     

  • Cadbury Dairy Milk unveils heartwarming tale in second Generosity journey installment

    Cadbury Dairy Milk unveils heartwarming tale in second Generosity journey installment

    Mumbai: Cadbury Dairy Milk released its new brand film as a part of its ongoing Generosity campaign. It is the second installment for the new dimension of the Generosity platform that was introduced in 2022 with a touching film depicting a generous moment between a politician and his bodyguard.

    With the new film, the brand continues to encourage consumers to melt the power barriers and treat everyone equally while wholeheartedly engaging in their happy moments. Over the years, Cadbury Dairy Milk has been spotlighting the social asymmetry and aims to bridge the gap between the haves and have-nots in our society– one heartfelt story at a time thus, evolving the brand’s narrative of ‘Kuch Accha Ho Jaye, Kuch Meetha Ho Jaye’.

    Commenting on the new film, Mondelez India VP- marketing Nitin Saini said, “As we unveil another heartwarming chapter in our Generosity campaign, we continue to believe in the transformative power of shared happiness. Cadbury Dairy Milk remains dedicated to breaking down societal barriers, urging everyone to actively participate in the celebrations of others. In doing so, we hope to inspire a world where kindness and generosity redefine the way we connect, one sweet moment at a time.”

    Ogilvy India chief creative officer Sukesh Nayak added, “We announced the new chapter in the brand’s Generosity story in 2022 with the Politician film. The follow-up to that needed to be sweeter and grander. We thought to ourselves – what’s better than a wedding situation to show melting of the power distance between an employer and an employee. It beautifully underlines the happy occasion and the action that the campaign intends to drive. So, the next time we are at a wedding we not just attend but wholeheartedly participate in the celebrations, keeping aside all societal divides.”

    This heartwarming film unfolds against the backdrop of a wedding procession in a seemingly small town in rural India. A man in a suit stands out as he dances exuberantly with the locals in the baaraat, clearly representing urban India amidst the local attendees.  As the story progresses, it is revealed that the dancing man is the employer of the groom, who is overjoyed to be present in the happiest moment of his colleague’s life. The film then cuts to a beautiful moment of the employer and groom sharing a Cadbury Dairy Milk while everyone dances away to glory, yet again underlining the emotive thought of ‘Kisi Aur Ki Khushi Mein Shaamil Ho Kar Dekhiye’. The campaign’s soundtrack accompanies the film, driving the message of looking beyond one’s reality and being a part of others’ happiness.

  • Cadbury 5 Star’s “Do Nothing” philosophy highlighted in ‘Elevator’ ad

    Cadbury 5 Star’s “Do Nothing” philosophy highlighted in ‘Elevator’ ad

    Mumbai: Cadbury 5 Star, India’s beloved chocolate brand, and Ogilvy India have come together to launch yet another quirky “Do Nothing” campaign, elevating the brand proposition with a funnier take on keeping things light. Over the years, the chocolate brand in partnership with Ogilvy, has built on this proposition through many innovations like hijacking Google Assistant with a ‘Do Nothing Mode’, riding the crypto trend with ‘Nothingcoin’, creating the most visible ad campaign for a budget amounting to ‘nothing’, and more recently, a ‘Nothing University’ to train people for an AI-powered future where humans can finally upskill themselves in the art of ‘Doing Nothing’ and embrace AI instead of fearing it.

    The new ad titled ‘Elevator’ tells the story of a person whose phone rings at the most inappropriate time, but he’s too absorbed in enjoying his Cadbury 5 Star to do anything about it. It has been directed by Prasoon Pandey (Corcoise Films) and conceived by Ogilvy India.

    Speaking about this, Mondelez India VP- marketing Nitin Saini said, “Cadbury 5 Star has always been synonymous with indulgence and joy. With the new TVC we wanted to recapture that feeling of pure indulgence, where even the most insistent interruption can’t break the spell of enjoying a delicious 5 Star. This campaign is a playful reminder that in a world obsessed with doing more, slowing down and savoring the simple pleasures can be the ultimate act of chilling. We’re confident that this dramatic and quirky ad will connect with chocolate enthusiasts nationwide, further enhancing the distinct identity of Cadbury 5 Star as the champion of ‘Doing Nothing.”

    Ogilvy India chief creative officer Sukesh Nayak said, “5 Star is back with another crazy interpretation of ‘Do Nothing’. Over the years, the brand’s counter-culture stance has resonated strongly with the youth, with each piece adding to the campaign’s massive popularity. We hope our latest avatar continues to surprise and entertain people.”

  • Join 5Star’s Nothing University to become future-ready by acing the art of ‘Doing Nothing’

    Join 5Star’s Nothing University to become future-ready by acing the art of ‘Doing Nothing’

    Mumbai: Cadbury 5Star, India’s beloved chocolate brand, has always stood out as an advocate for taking time in our fast-paced lives to Do Nothing. Currently, as technology continues to evolve, a lot of work in future will be done by AI. With a lighter and fun take on this trend, the brand is adding a spin to how people will have more time to chill in their office because of which the art of ‘Do Nothing’ will become an essential skill. Therefore, to help people become future-ready and set themselves apart in the corporate setting, Cadbury 5Star has taken an unconventional route to navigate the trend by introducing the Nothing University, where those who sign up can learn the art of “Doing Nothing” and get a certification. As long-time champions of ‘Doing Nothing’, the brand has declared that we should welcome AI instead of fearing it.

    Speaking about this unique approach on Cadbury 5Star’s long-standing brand identity, Mondelez India VP- marketing Nitin Saini said, “Cadbury 5Star’s Do Nothing ideology has stood as a proud and humorous counter to the modern culture of living life on-the-go. Currently, the advent of AI is taking the industry by storm and making everyday job easier thus, leaving more room for people to ‘Do Nothing’, and as the cultivators of this ethos we want to help people ace it. The introduction of Nothing University is a cheeky take on this concept and our attempt to help everyone upskill in ‘Doing Nothing’. This will not only elevate the brand’s purpose but also establish an unforgettable and fun experience for the consumers of today.”

    Ogilvy India chief creative officer Sukesh Nayak added “With AI dominating the news almost every day, there is a lot of debate and speculation about the impact it will have on every industry. In its signature irreverent style, Cadbury 5 Star has taken a crazy dig at it by celebrating the prospect that when AI does most of our work, we’ll get a lot of time to chill and do nothing. We have conceived and crafted the Nothing University and developed an entire curriculum around doing nothing efficiently in the future workplace, complete with interactive video lectures and a diploma.”

    Wavemaker India chief client officer & office head, West, North & East Shekhar Banerjee said “In the era of AI, 5Star’s Nothing University is revolutionizing norms with a witty curriculum on ‘Doing Nothing.’. In collaboration with top comedians, influencers, and brand partnerships, we aim to amplify the delight of ‘Do Nothing’, with a counterculture narrative. From enrolment to graduation, our media campaign is brimming with playful essence, embarking on a journey into the art of doing nothing, reshaping skill development with a touch of humour across multiple media touchpoints”

    The innovative campaign was launched with a humorous and relatable digital film envisioning a future where while AI does its job, humans can embrace the art of doing nothing.

    People can participate and experience this one-of-a-kind course online through the microsite 5staruniversity.com which hosts interactive video sessions. Once registered, people can take courses in modules taught by corporate employees turned comedians Atul Khatri and Rahul Subramanian, equipping people to become future-ready and focus on the exciting possibility of AI making people’s jobs easier and leaving more room to enjoy Doing Nothing in the midst of getting ready for an AI-powered future workspace. At the end of the course, students will also get a certification as a fun take on the completion of this activation. That’s not all! Cadbury 5Star will also set up a physical campus for a short duration for people to experience the course on-ground through workshops, practice labs, research facilities for researching techniques in Doing Nothing while also being able to join the completion ceremony and collect their certificates.

  • Discover goosebumps with Choclairs Halloween Haunt!

    Discover goosebumps with Choclairs Halloween Haunt!

    Mumbai: The feeling of shivers running down your back while entering a dark room or the slight frisson of fear when you hear a noise from under the bed – Cadbury, one of Mondelez India’s best-known and loved brands, plays on these familiar everyday scares to make this Halloween season even spookier with the Choclairs Halloween Haunt!

    With Halloween gaining popularity in the country over the last few years, the brand has been building up the occasion with different product and pack activations and aims to continue tapping such pop culture occasions to drive resonance with today’s consumer.

    The month-long, multichannel spookfest allows fans to engage in scary shenanigans across digital, social, and on-ground platforms. The fun begins with scanning the QR code on the special edition Cadbury Choclairs pack to enter the microsite and unlock the Ghost Cam. Halloween lovers can then use the Ghost Cam to explore their homes and familiar places to find the haunted visuals and share their scary adventures with their friends and loved ones on social media with #CadburyHalloweenHaunt!

    Within the first two weeks of its launch, the campaign witnessed over 3.5 lakh site visits.

  • Cadbury Celebrations’ #ThisAdIsMyStore to brighten Diwali for homepreneurs

    Cadbury Celebrations’ #ThisAdIsMyStore to brighten Diwali for homepreneurs

    Mumbai: Diwali is a time of celebration and festivities, of sharing joy and happiness with one another. It is this spirit of generosity that Cadbury Celebrations, India’s most loved chocolate gifting brand, is championing once again with its latest campaign, #ThisAdIsMyStore. The heartwarming pan-India campaign puts the spotlight on thousands of small business owners, gifting them the visibility they need to have a bumper Diwali.

    This year, Cadbury Celebrations’ latest campaign is built around channeling prosperity towards smaller home-based businesses selling varied seasonal Diwali items such as hand-painted diyas, kandli, homemade snacks, desserts, candles, jewelry, etc. While such businesses primarily cater to the festive season’s prosperous demand cycle, they often can’t optimally capitalize on it as they lack the resources and presence required to reach out to new prospects and get more business.

    With #ThisAdIsMyStore, this time Cadbury Celebrations is giving talented homepreneurs the platform to shine by turning every Cadbury ad across all formats – including billboards, digital outdoors, mobile outdoors, online, print, and TV – into a shoutout for their business aka ghar ki dukaan. Each ad features a unique QR code that redirects users to their local homepreneur’s WhatsApp for Business chat, where they can discover and shop for homemade items.

    The Cadbury Celebrations campaign is complemented by a moving and uplifting TVC that showcases what such an intervention means to small local business owners. It opens with a shot outside a house in a brightly lit colony, where Beena, a woman who owns a homemade diya business is busy packing her customers’ orders. A group of youngsters then visit her home and cajole her into coming with them, even as she frets about fulfilling orders for the entire colony. The group then shows Beena her own #ThisAdIsMyStore billboard, informing her that she won’t be fulfilling orders just for their colony but the entire city before wishing her a Happy Diwali with a Cadbury Celebrations pack. An emotional Beena hugs the group before the ad cuts to more #ThisAdIsMyStore billboards showcasing women entrepreneurs who sell seasonal items out of their homes.

    Speaking on the campaign, Mondelēz India VP marketing Nitin Saini said, “One of the biggest pulls about Diwali is the ever-present sense of generosity and a sense of share and care between communities during the festive season. With the #ThisAdIsMyStore campaign, we are tapping into this festive spirit by shining the spotlight on one of the least visible sections of the Indian business ecosystem: the seasonal sellers. These businesses are typically operated from home by women for a short duration and don’t have the presence or the resources to expand beyond their immediate localities. We wanted to change this dynamic by giving them the platform to reach out to customers all over their city and benefit from the demand cycle. Everyone deserves more happiness, more prosperity, more joy in their lives and, this Diwali, we are glad to be the enablers of prosperity for the small business owners who have signed up for the campaign.”

    Ogilvy India chief creative officer Sukesh Nayak added, “Diwali is the time for all businesses to thrive. But unfortunately, there are a few businesses that don’t fully benefit from the festive demand. Women Homepreneurs despite having the best talent and offerings manage to do business near their homes only. Their reach stays limited to their immediate neighbourhood.

    Extending our brand’s platform of generosity, we decided to shine light on these talented women homepreneurs with #ThisAdIsMyStore. We decided to make every celebrations ad, their ad. We personalised and hyper-localized every Cadbury Ad to showcase these home businesses across their city and increased the reach for ‘Ghar ki Dukaans’ by helping them travel beyond their current social circle and neighbourhood.

    We conceived and developed a tech-enabled digital platform for these home businesses to register and get their ads in our Celebrations Ads across the city. To ensure a simple and seamless buyer experience, we made each #ThisAdIsMyStore a shop front to scan and buy directly from these home businesses. So, this Diwali Ghar ki Dukaan se bhi kuch Achcha ho jaaye, kuch meetha ho jaaye.”

    Wavemaker India chief client officer & office head, West, North & East Shekhar Banerjee said “This year, we intend to make Diwali even more special for every Homepreneur. As a team, we encountered two significant challenges: developing an intuitive and user-friendly technology and ensuring deep and seamless integration across various platforms and media touchpoints. To truly make an impact, we focused on enabling three key segments to easily access this technology: Homepreneurs, their close connections, and festive shoppers. It is crucial for festive shoppers to perceive this as a valuable alternative for their holiday shopping needs. With this campaign we are gratified to be enablers of prosperity for these hardworking individuals and look forward to seeing their businesses thrive”

    This campaign was executed with the help of tech partner Delta X and production partner EarthSky Pictures.