Cadbury gives 2,000 small shops their own Shah Rukh Khan ads — Diwali sales +35%

Generative AI gives 2,000 local stores their own Shah Rukh Khan ad; 130,000 ads, 94M views, +35% Diwali sales

Cadbury (Mondelez International)

创意是什么Let every local shop own Bollywood's biggest star: AI recreates Shah Rukh Khan's face and voice so he names each store in its own ad伤筋动骨

当时的题目

Small traders drove over 80% of Cadbury Celebrations sales and 95% of its business was offline, yet they had no way to advertise during the pandemic-era Diwali.

它是怎么成立的

For Diwali 2021, Cadbury Celebrations faced a structural mismatch: the small neighbourhood stores that drove more than 80% of its sales could not afford to advertise, while big brands could. With 95% of the business offline and chocolate category sales down almost 60% during each lockdown, the brand's festive revenue depended on traders who had no voice.

Ogilvy India and Wavemaker answered by giving every shop its own superstar. Machine learning recreated Shah Rukh Khan's face and voice so he could personally name individual stores in tailored ads. A self-serve microsite let any shop owner generate their own version; geotargeted delivery on YouTube and Facebook showed each consumer only ads for nearby stores.

The result was personalisation at scale: 130,000 ads for 2,000 stores, 94 million views, and 35% growth in Celebrations sales during Diwali. The idea — sharing the brand's most expensive asset with its smallest sellers — turned the distribution channel into the campaign's cast and its loudest promoters.

妙在哪

Brand and channel interests were identical: helping small traders sell directly protected Cadbury's own festive revenue.
One celebrity shoot became thousands of distinct ads, so scale cost almost nothing extra.
Geotargeting made each ad actionable — viewers saw only stores they could actually visit.
Store owners who made and shared their own ads became unpaid distributors of the campaign.
The award trail — Cannes Grand Prix, Global Grand Effie, WARC's #1 effective campaign — proved the commercial result was real and durable.

做出来什么

130,000 ads across 2,000 stores, 94 million views, 35% sales growth during Diwali, and a hand to 200,000 small stores — then the Cannes Creative Effectiveness Grand Prix and Global Grand Effie.

可以借走的

Give your most valuable brand asset to the weakest link in your distribution chain — the campaign works only when the store, not the brand, is the hero.

后来

The campaign won the Cannes Lions 2023 Creative Effectiveness Grand Prix and the Global Grand Effie for Experiential Marketing, then ranked first in the WARC Effective 100 for 2023. It built on the 2020 predecessor #NotJustACadburyAd, and its hyperlocal AI template became a reference for celebrity personalisation in India and the Middle East.

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