In 2020, the COVID-19 pandemic dealt a heavy blow to smaller businesses in India. Ogilvy and Wavemaker, in collaboration with Cadbury Celebrations, joined forces for the #NotJustACadburyAd campaign, extending support to those affected and showcasing solidarity, alongside the impactful Ogilvy Cadbury Shah Rukh Khan-My-Ad initiative.
Ogilvy and Cadbury Shah Rukh Khan-My-Ad
Impact of COVID-19 on Businesses:
During the COVID-19 pandemic, smaller businesses in India faced significant challenges. In response, Ogilvy and Wavemaker, in collaboration with Cadbury Celebrations, launched the #NotJustACadburyAd campaign in 2020 to provide assistance.
Revamped Campaign in 2021:
In 2021, the campaign underwent a transformation. Utilizing machine learning technology, Ogilvy and Wavemaker partnered with Cadbury and enlisted the support of Shah Rukh Khan, Bollywood’s renowned actor and Cadbury’s brand ambassador.
Creation of Hyper-Personalized Ads:
Ogilvy took charge of producing ads featuring Shah Rukh Khan, encouraging consumers to shop locally for Diwali. These ads, powered by AI, showcased over 2,000 small businesses spanning various sectors, including grocery, retail, electronics, and more.
Strategic Media Planning:
Wavemaker spearheaded the media planning, collaborating with Google and YouTube to maximize the ads’ reach and engagement. Ads were meticulously targeted based on consumers’ geolocation, ensuring promotion of nearby small businesses.
Empowering Small Business Owners:
Recognizing the limitations in covering all businesses nationwide, the team devised a solution. A microsite was created, allowing small business owners to generate personalized ads featuring Shah Rukh Khan, which could be easily shared on social media and other platforms.
Campaign Success:
The concerted efforts resulted in the creation of 130,000 ads, showcasing 2,000 stores and accumulating a staggering 94 million views across YouTube and Facebook platforms.
Conclusion
In conclusion, the collaborative efforts of Ogilvy, Wavemaker, and Cadbury Celebrations, bolstered by the endorsement of Shah Rukh Khan, exemplify a powerful fusion of creativity, technology, and compassion. From the inception of the #NotJustACadburyAd campaign to its evolution in 2021 with data-driven, hyper-personalized ads, the initiative not only provided vital support to struggling Indian businesses during the COVID-19 pandemic but also demonstrated the potential of innovative marketing strategies in driving positive social impact. Through strategic media planning, empowerment of small business owners, and the creation of impactful content, this campaign serves as a testament to the industry’s capacity to navigate challenges and inspire change, fostering resilience and community spirit in the face of adversity.
