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.

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.