London International Awards
2022 Winners and Finalists
Regional Production Company of the Year: Asia
The Pack, Mumbai
Gold
Non-Traditional
Best Use of Real Time Advertising
Entrant: | Ogilvy India, Mumbai |
Brand: | Cadbury Celebrations |
Title: | "Shah Rukh Khan-My-Ad" |
Corporate Name of Client: | Mondelez |
Media Company: | Wavemaker, Mumbai |
Media Company Chief Client Officer and West Head, Chief Client Officer and West Head: | Shekhar Banerjee |
General Manager - Media Company: | Brajesh Dwivedi |
Agency: | Ogilvy India, Mumbai |
Chief Creative Officers: | Kainaz Karmakar/Sukesh Nayak/Harshad Rajadhyaksha |
Executive Creative Director: | Neville Shah |
Senior Creative Director: | Sagar Jadhav |
Group Creative Director: | Hemant Sharma |
Copywriters: | Sukesh Nayak/Neville Shah/Hemant Sharma/Sagar Jadhav |
Art Director: | Sagar Jadhav |
Associate President & Integrated Brand Team Lead: | Prakash Nair |
Senior Vice President : | Antara Suri |
Senior Agency Account Executive: | Parshuram Mendekar |
Agency Group Account Director: | Smita Sodhia |
Head of Strategic Planning: | Ganapathy Balagopalan |
Agency Planning Director: | Bhakti Malik |
Vice President Planning: | Bhakti Malik |
Agency Planners: | Prasidh Dalvi/Anushka Mukherjee |
Production Company: | The Pack, Mumbai |
Post-Production Company: | Rephrase.AI, Bengaluru |
Technology Partner Company: | Delta X, Bengaluru |
Description:
While these local stores served as a lifeline to consumers for all these years, the pandemic had made consumers over cautious about hygiene and familiar with the convenience of door-to-door deliveries.
Additionally, the big e-commerce giants with their lucrative festive sales had everyone's attention. Shopping from the reliable small and local stores was the last thing on people's minds.
We made the biggest celebrity in the world, Shah Rukh Khan, the brand ambassador for thousands of small local neighbourhood stores. We created a hyper-personalised digital avatar of Shah Rukh Khan by regenerating his face and voice to replace the local store names in every ad.
The AI enabled system created thousands of permutations for the localised versions of the same ad, making ours the first ever hyper personalised ad. This was done for each of the 4 categories of local stores - Fashion, Footwear,
General and Electronics in the Cadbury distribution network. The same ad, featured different local stores and was served on Facebook and Youtube with stores featured closest to the viewer in real time.
The local store owners were also given a platform to create and share their own versions of Shah Rukh Khan-My-Ad where he promotes their individual stores.