Based on inputs by Meeta K
Cadbury has used AI and technology to create create a location based personalised ad to reach millions of customers. Every time the advertisement is seen by a user in cities such as Mumbai, Delhi, Pune, Indore, Ahmedabad and Lucknow, it shows local stores around that specific pincode against the product category, prompting the viewer to buy from a local store.
This generous step will help over 1,800 local retailers, across 260 pin codes, whose businesses is being promoted locally through the campaign.
The ad shows an Indian family rejoicing the occasion of Diwali wherein the woman of the house gifts something to every member of the family which is bought from the local stores. The advertisement ends with a message ‘When all of us support our local stores, all of us can have a Happy Diwali’. The gifts show the name of local sellers of each product based on the pincode where the advertisement is being watched..
Anil Viswanathan, senior director, marketing (chocolates), insights and analytics, Mondelez India, owner said “This year warrants for acts that signify new beginnings and the potential of goodness in an imperfect world, and our recent Cadbury Celebrations campaign infuses this thought at the back of evoking generosity. Banking on the proposition of ‘Iss Diwali Aap #KiseKhushKarenge’, we are putting our best foot forward to inspire people to do what’s right this time by acknowledging people who helped us in difficult times”