CLIENT
Mondelēz India
1. Vinay Pingle - Senior Brand Manager, Gifting, Chocolates
2. Sidharth Singh - Senior Manager, Gifting & Countlines
AGENCY
1. Hirol Gandhi - President & Head of Office, Mumbai & Kolkata - Account Management
2. Parshuram Mendekar - VP - Account Management
3. Sukesh Nayak - Chief Creative Officer (Ogilvy India)
4. Harshad Rajadhyaksha - - Chief Creative Officer (Ogilvy India)
5. Kainaz Karmakar - Chief Creative Officer (Ogilvy India)
6. Ganapathy Balagopalan - Head of Strategic Planning (Ogilvy Mumbai)
7. Maninder Bali - Associate President - Account Management
Wavemaker Mumbai
1. Naina Shewakramani - General Manager
SUMMARY
How might Cadbury motivate its seasonal demand for Diwali gifting when people were unsure of celebrating amidst the pandemic?
For Cadbury Celebrations, the breakthrough was to turn its campaigns and marketing budgets into the most unlikely Diwali gift. It moved its marketing investments to promote struggling small retailers and hawkers—the lifeline of festive bazaars—with hyper-personalized MarTech, creating a world’s first in shared-value marketing. These enabled thousands of small businesses get discovered through personalized promotions and virtual shops, thereby uplifting Cadbury Celebration’s consideration and Diwali sales.
