India’s first hyper-personalized ad, promoting local retailers
The festival of lights, sweets, and happiness, Diwali is around the corner. People celebrate the return of Lord Rama to Ayodhya after he defeated Ravana by lighting rows of clay lamps and distributing sweets to each other. It’s a five-day celebration that includes good food, fireworks, colored sand, and special candles and lamps.
A week before Diwali, people usually buy everything from basic household items to fancy ones like vehicles, jewelry, and more. But this time it is not the same because of the coronavirus pandemic. The coronavirus pandemic has not only affected the lifestyle of people but has also adversely strained the local vendors.
As we all know that our economy has adversely declined ever since covid had hit us. Only a handful of businesses that have a good digital presence are able to survive in this situation. On the contrary to it, all our local business or small scale businesses are going unheard and unseen.
Big brands make the campaign at this time that hits the emotional value of their potential target audience. But unlike the usual campaign Cadbury India, parent company, Mondelez India, has done something interesting.
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-personalized ad in 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 film showcases 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. And her entire family gives her a box of Cadbury celebration. 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.
The film ends with the message – ‘When all of us support our local stores, all of us can have a Happy Diwali’.
This generous move by Cadbury India has not only set up an example for other big brands but has given the important message of brotherhood and how as a community we can support small/local business groups.
Let’s support our local businesses!!