One of the biggest festivals of India, Diwali, is around the corner. But this festive season is not the same as every other time.
Usually a week or so before the festival, you’d see the markets and streets filled with people buying everything from basic household items to the more expensive and fancy ones like gadgets, jewellery, and more.
The coronavirus pandemic has not only brought about a new type of disease but also affected our life and lifestyle in an unimaginable way.
With social distancing measures strictly in place, you would not see more than a handful of people at any one place. All this in turn has affected our economy, especially the small businesses of India that are not yet on the digital sphere.
That was why the new Cadbury ad caught my eye, and learning more about it just made it more interesting.
What Did Cadbury Do?
During this time of the pandemic, several brands have risen to occasion to help out other communities even if it means taking a hit on their own profits.
And now with the festive season upon us, brands are as usual coming out with campaigns meant to strike the emotional cord of people and get them to buy their products.
But it seems that Cadbury India’s parent company, Mondelez India, has taken an interesting path to not just sell their own product but others’ too.
Their ad campaign called ‘Iss Diwali Aap #KiseKhushKarenge?’ for Cadbury Celebrations reached out to local businesses and retailers across various cities in India and promoted them.
Using artificial intelligence (AI), the company managed to create the first hyper-personalised ad of India. In this campaign, they reached out to over 1800+ local retailers from cities including Mumbai, Delhi, Pune, Indore, Ahmedabad, and Lucknow.
Using this AI to collect over 260+ pin codes, the video ad changes from person to person depending on where they are watching the particular ad.
The ad is very simple in itself, where an Indian family is shown celebrating Diwali and the mother goes around giving a gift to each family member. The father gets reading glasses, the daughter gets jewellery, the help gets a new sari, and so on.
But the kick in all this is that with the AI using different pin codes, the same ad will have different store names depending on where a person is watching it from.
A person watching the same ad in Delhi will see different store names for the same products from someone sitting in Mumbai or Lucknow.
You can watch the ad here:
This Is How To Promote Local Businesses
To be honest, whenever I see celebrities or influencers preaching about supporting local businesses or buying Indian products, it always irks me that they never really give the name or any other details of the shop they bought their item from.
Sure posting aesthetic photos on social media with that particular product gets a lot of attention, but it does not really reach the business that needs it the most.
A campaign like this where you can outright see the name of the shop and locality and then Google it if you want is something that can actually give the small businesses some much-needed attention.
Image Credits: Google Images
Find the blogger: @chirali_08
This post is tagged under: cadbury ad, cadbury ad ai, coronavirus pandemic, coronavirus pandemic india, indian economy, indian small businesses, cadbury festive ad, cadbury festiva campaign, cadbury celebrations, artificial intelligence, Cadbury New Ad