Cadbury - not just an ad - again in 2021!

Last year Cadbury experimented with generating visibility for local businesses (Mom-and-Pop or Kirana shops) and I referred to it in this blog.

This year things have got even more interesting. There is some Deep Fake thrown in and also some opportunity for local businesses to register and get their names mentioned by the brand ambassador.

I takeaway two things from this experiment - Usage of tech in helping small businesses promote themselves and the response to that from the small business community (sort of confirming the need).

The campaign was the first ever truly hyper-localised work, which was relevant to each targeted individual promoting the local stores in their very own locality. These thousands of customised versions of the same ad were immediately relevant for the specific targeted individual using their geo location. This tech-innovation utilised the digital media platforms like never before achieving mass media numbers while being uniquely relevant for individual viewing these targeted ads. This was a media-tech innovation that has opened up channels to reach customers with utmost effectiveness. The media deployment that resulted in 35 million impressions was a landmark achievement.

source: here

Found the interview below on NDTV useful too..