Mondelez India continues to champion the cause of small businesses in its Diwali campaign this year. Moving from retailers and vendors without shops whom it supported in its past campaigns, the focus now is on home-based small business owners selling seasonal items for Diwali. The brand is amplifying such businesses on all its advertisements across all media, and on www.CadburyThisAdIsMyStore.com.
Ogilvy was the creative agency and Wavemaker the media agency on the campaign, executed with tech partner Delta X and production partner EarthSky Pictures.
Promoting the initiative #ThisAdIsMyStore is a film by Ogilvy that features one such home business owner, who is surprised to see herself on a Cadbury hoarding. The kids in her locality have done the good deed of enlisting her shop on the Cadbury platform, dovetailing with the brand’s ‘Kuch Achcha Ho Jaaye’ stance.
The case video is here:
The inventory used includes billboards, digital outdoors, mobile outdoors, online, print and TV. Each ad features a QR code that redirects users to their local homepreneur’s WhatsApp for Business chat, where they can discover and shop for homemade items.
Nitin Saini, Vice President- Marketing, Mondelēz India, said, “One of the biggest pulls about Diwali is the ever-present sense of generosity and a sense of share and care between communities during the festive season. With the #ThisAdIsMyStore campaign, we are tapping into this festive spirit by shining the spotlight on one of the least visible sections of the Indian business ecosystem: the seasonal sellers. These businesses are typically operated from home by women for a short duration and don’t have the presence or the resources to expand beyond their immediate localities. We wanted to change this dynamic by giving them the platform to reach out to customers all over their city and benefit from the demand cycle. Everyone deserves more happiness, more prosperity, more joy in their lives and, this Diwali, we are glad to be the enablers of prosperity for the small business owners who have signed up for the campaign.”
Sukesh Nayak, Chief Creative Officer, Ogilvy India, added, “Diwali is the time for all businesses to thrive. But unfortunately, there are a few businesses that don’t fully benefit from the festive demand. Women homepreneurs despite having the best talent and offerings manage to do business near their homes only. Their reach stays limited to their immediate neighbourhood. Extending our brand’s platform of generosity, we decided to shine light on these talented women homepreneurs with #ThisAdIsMyStore. We decided to make every Celebrations ad, their ad. We personalised and hyper-localised every Cadbury ad to showcase these home businesses across their city and increased the reach for ‘Ghar ki Dukaans’ by helping them travel beyond their current social circle and neighbourhood. We conceived and developed a tech-enabled digital platform for these home businesses to register and get their ads in our Celebrations ads across the city. To ensure a simple and seamless buyer experience, we made each #ThisAdIsMyStore a shop front to scan and buy directly from these home businesses. So, this Diwali Ghar ki Dukaan se bhi kuch achcha ho jaaye, kuch meetha ho jaaye.”
Shekhar Banerjee, Chief Client Officer & Office Head, West, North & East, Wavemaker India, said, “This year, we intend to make Diwali even more special for every homepreneur. As a team, we encountered two significant challenges: developing an intuitive and user-friendly technology and ensuring deep and seamless integration across various platforms and media touchpoints. To truly make an impact, we focused on enabling three key segments to easily access this technology: Homepreneurs, their close connections, and festive shoppers. It is crucial for festive shoppers to perceive this as a valuable alternative for their holiday shopping needs. With this campaign we are gratified to be enablers of prosperity for these hardworking individuals and look forward to seeing their businesses thrive.”
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