Ogilvy & Wavemaker: #NotJustACadburyAd

Cityscape picture with text "Not just a Cadbury ad"

Ogilvy & Wavemaker: #NotJustACadburyAd

The brand didn’t just advertise itself, but thousands of small businesses too

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.

Close message

Privacy Policy

We have updated our Privacy Notice for this website. Please review our Privacy Policy.

Go to Privacy Policy