Ogilvy & Wavemaker: #NotJustACadburyAd

Diwali is the festival of lights, but last year the festivities were dimmed as the pandemic adversely affected the Indian economy. Everyone needed a little help to get back on their feet, especially the small local stores, so Ogilvy and Wavemaker helped Cadbury launch #NotJustACadburyAd. The brand didn’t just advertise itself, but thousands of small businesses too. The agencies mapped local stores across India through their pin codes and geo-targeted customised ads to promote the stores in their areas. Using AI the agency created thousands of hyper-personalised versions of the same ad, prompting viewers to support their local stores, and making everyone’s Diwali happier and sweeter.

The campaign drove 35 million total impressions of #NotJustACadburyAd with 9.4 million video views, an expected 20% sales increase, 14.4% uplift in ad recall and 5.9% uplift in consideration.