India in 2021 was still coming to terms with a post-pandemic life and the new normal wasn't very welcoming to the thousands of small shops and local businesses.

How can a brand step in and re-change the behaviour of people which was changed by the pandemic? How can it help the local stores stay afloat against the big online stores?

Idea Cadbury Celebrations is a chocolate gift box and Diwali is its biggest business opportunity. But, India in 2021 was still coming to terms with a post-pandemic life and the new normal wasn't very welcoming to the thousands of small shops and local businesses.

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.

The campaign takes hyper-personalised brand communication a notch higher as it allows local small businesses to make India’s biggest brand ambassador their own brand ambassador.

We create a 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. We created a platform for the local store owners that enabled them to create their own versions of the Shah Rukh Khan-My-Ad, which they could share social media thus resulting in more visibility.