Mumbai: Diwali is a time of celebration and festivities, of sharing joy and happiness with one another. It is this spirit of generosity that Cadbury Celebrations, India’s most loved chocolate gifting brand, is championing once again with its latest campaign, #ThisAdIsMyStore. The heartwarming pan-India campaign puts the spotlight on thousands of small business owners, gifting them the visibility they need to have a bumper Diwali.
This year, Cadbury Celebrations’ latest campaign is built around channeling prosperity towards smaller home-based businesses selling varied seasonal Diwali items such as hand-painted diyas, kandli, homemade snacks, desserts, candles, jewelry, etc. While such businesses primarily cater to the festive season’s prosperous demand cycle, they often can't optimally capitalize on it as they lack the resources and presence required to reach out to new prospects and get more business.
With #ThisAdIsMyStore, this time Cadbury Celebrations is giving talented homepreneurs the platform to shine by turning every Cadbury ad across all formats – including billboards, digital outdoors, mobile outdoors, online, print, and TV – into a shoutout for their business aka ghar ki dukaan. Each ad features a unique QR code that redirects users to their local homepreneur’s WhatsApp for Business chat, where they can discover and shop for homemade items.
The Cadbury Celebrations campaign is complemented by a moving and uplifting TVC that showcases what such an intervention means to small local business owners. It opens with a shot outside a house in a brightly lit colony, where Beena, a woman who owns a homemade diya business is busy packing her customers’ orders. A group of youngsters then visit her home and cajole her into coming with them, even as she frets about fulfilling orders for the entire colony. The group then shows Beena her own #ThisAdIsMyStore billboard, informing her that she won’t be fulfilling orders just for their colony but the entire city before wishing her a Happy Diwali with a Cadbury Celebrations pack. An emotional Beena hugs the group before the ad cuts to more #ThisAdIsMyStore billboards showcasing women entrepreneurs who sell seasonal items out of their homes.
Speaking on the campaign, Mondelēz India VP marketing Nitin Saini 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.”
Ogilvy India chief creative officer Sukesh Nayak 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-localized 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.”
Wavemaker India chief client officer & office head, West, North & East Shekhar Banerjee 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”
This campaign was executed with the help of tech partner Delta X and production partner EarthSky Pictures.
