Shah Rukh Khan-My-Ad | Clapboard Ad Archive

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Shah Rukh Khan-My-Ad (case study) - Cadbury, Mondeléz | Clapboard Ad Archive

Cadbury’s 2023 Shah Rukh Khan-My-Ad campaign, crafted by Ogilvy Mumbai for the confectionery category, confronts the pressing challenge of reviving brand penetration amid the socio-economic strains of post-pandemic inflation, reduced consumer spending, and fewer gifting occasions that threatened the fastest-growing gifting segment, especially during Diwali, which accounts for nearly half of Cadbury Celebrations’ annual revenue. Rooted firmly in Cadbury’s foundational ethos of generosity, the campaign strategically counters the pandemic-fueled culture of self-centeredness by reigniting empathy and community spirit as the brand’s renewed purpose. The insight driving this approach recognizes that during the height of the Covid crisis, collective adversity catalyzed a surge in mutual aid and solidarity, with individuals helping each other secure vital resources, thereby fostering a deeper sense of connection. Translating this human truth into brand action, the campaign ingeniously repurposes the entire advertising budget and the stature of Shah Rukh Khan, Cadbury’s iconic celebrity ambassador, to champion small local businesses struggling under economic pressure. Employing advanced data analytics, AI, machine learning, and geo-targeting, Ogilvy Mumbai engineered hyper-personalized video ads featuring SRK endorsing tens of thousands of neighborhood stores across more than 500 pin codes, delivering tailored messages on YouTube and Meta platforms that encouraged consumers to shop locally. This unprecedented scale of personalized endorsement not only elevated the perceived credibility of these small businesses through SRK’s trusted persona but also transformed conventional brand advertising into a platform for unexpected generosity and social impact. Recognizing the impossibility of covering every store through paid media, the campaign extended its reach with NotJustACadburyAd.com, a digital platform empowering users to create and share their own customized ads supporting local shops via WhatsApp and social channels, thereby fostering a participatory culture of kindness and community support. The campaign’s innovative fusion of celebrity-led storytelling, cutting-edge technology, and social purpose earned it the Creative Effectiveness Grand Prix at Cannes Lions 2023 and a Clapboard Campaign Score of 83/100. What this campaign demonstrates to the advertising industry is that brands in the confectionery and snacks category can reclaim relevance and deepen consumer engagement by leveraging technology and celebrity influence to create hyper-localized, socially resonant narratives that elevate community support as a core brand value.

Credits

Client

Cadbury, Mondeléz

Agency

Ogilvy, Ogilvy Mumbai

Production House

Pack Films Mumbai, Deltax Bangalore, Rephrase.AI Bangalore

Media

Wavemaker

Executive Creative Director

Sukesh Nayak., Kainaz Karmakar., Harshad Rajadhyaksha., Neville Shah.

Creative Director

Hemant Sharma.

Creative Director Art

Sagar Jadhav.

Strategic Planner

Ganapathy Balagopalan., Bhakti Malik., Prasidh Dalvi., Anushka Mukherjee.

President

Prakash Nair.

President And Head Of Office

Hirol Gandhi.

Senior Vice President

Antara Mitra.

Account Management

Parshuram Mendekar., Smita Sodhia.

Category Mind Map

48%

The campaign for Cadbury Celebrations, titled "Shah Rukh Khan-My-Ad," addresses the challenge of reviving brand penetration amid socio-economic difficulties caused by pandemic-induced inflation, reduced opportunities, and lower incomes. Rooted in Cadbury’s foundational value of generosity, the campaign aims to counteract a growing societal self-centeredness by rekindling a sense of community and empathy. The brand proposition centers on generosity as a revitalizing force, positioning Cadbury not just as a confectionery product but as an enabler of kindness and shared support during challenging times. The market strategy leverages a deeply human insight: during crises, collective adversity fosters heightened empathy and a stronger sense of togetherness. This was particularly evident during the Covid-19 outbreak when communities came together to help each other. To translate this into brand action, the campaign reimagines traditional advertising by redirecting the entire ad budget and the influence of celebrity ambassador Shah Rukh Khan to directly promote small, local businesses. This approach uses data-driven hyper-personalization, AI, and machine learning to create tens of thousands of customized ads targeting consumers in over 500 pin codes, encouraging them to shop at neighborhood stores. Simultaneously, the campaign empowers consumers through a digital platform to create and share personalized ads for local businesses, fostering a participatory culture of generosity. This strategy not only elevates the brand’s relevance during socio-economic headwinds but also strengthens community ties through a shared message of empathy and support, making Cadbury Celebrations a platform for meaningful social connection rather than just a product.

FORMAT#8 ONGOING CHARACTERS OR CELEBRITIES — Uses a recurring personality or celebrity for brand recall. This campaign most clearly fits the “Ongoing Characters or Celebrities” format because Shah Rukh Khan, Cadbury’s longtime celebrity ambassador, is at the creative heart of the communication. Rather than telling a conventional narrative or focusing on product demonstration, the core idea leverages SRK’s iconic, recurring persona to endorse not only Cadbury but thousands of individual local shops. The format is rooted in the continued, direct association of the Cadbury brand with a beloved, recognizable celebrity figure to drive empathy, recall, and mass engagement—elevated here by the precision and reach of digital personalization. While there are elements of generosity and community, the campaign's unique selling power and memorability stem from SRK’s consistent role as the campaign’s central advocate and symbol of credibility for small businesses. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

1. Amul – Market Positioning Amul leverages its strong heritage as a trusted Indian cooperative brand known for purity, quality, and affordability. Its extensive distribution network and diverse dairy and confectionery offerings emphasize freshness and local relevance, appealing to value-conscious consumers while fostering nationalistic pride and emotional connectivity. 2. Nestlé India – Market Positioning Nestlé India positions itself as a global leader offering premium-quality, nutritious confectionery and snacks with an emphasis on health and wellness. Their brands prioritize taste innovation, trusted quality, and a balanced lifestyle, targeting both urban and semi-urban consumers through a broad portfolio including chocolates, wafers, and biscuits. 3. Britannia Industries – Market Positioning Britannia leverages its reputation for quality bakery and confectionery products with a focus on health, nutrition, and convenience. The brand targets families and working professionals by promoting wholesome ingredients and trusted manufacturing standards across snacks, biscuits, and confectionery, creating a blend of tradition and modernity. 4. Hershey India – Market Positioning Hershey India positions itself as a premium global chocolate brand emphasizing indulgence, innovation, and superior taste. Its focus on experiential consumption caters mainly to the urban youth and affluent consumers, using international brand heritage and trendy marketing to stand out in the competitive confectionery segment. 5. ITC Foods (Fabelle) – Market Positioning ITC’s Fabelle brand occupies the premium artisan chocolate niche, combining craftsmanship with luxury. It targets discriminating consumers seeking superior quality and exclusivity, positioning itself at the intersection of Indian tradition and international gourmet chocolate trends, often focusing on gifting and premium occasions.

Q: What is Shah Rukh Khan-My-Ad (case study) about? A: Shah Rukh Khan-My-Ad (case study) is a 2023 campaign created by Ogilvy Mumbai for Cadbury and Mondeléz in India. It addresses the challenge of reviving Cadbury Celebrations’ brand penetration amid socio-economic difficulties caused by the pandemic’s second wave, including inflation and reduced incomes. The campaign leverages the brand’s core value of generosity by redirecting its entire advertising budget and celebrity ambassador Shah Rukh Khan’s influence to promote small local businesses. Using AI, machine learning, and geo-targeting, it produced hyper-personalized ads featuring SRK endorsing thousands of neighborhood stores, fostering community empathy and support during challenging times. Q: What creative device does Shah Rukh Khan-My-Ad (case study) use? A: Shah Rukh Khan-My-Ad (case study) employs the creative format classified by Clapboard as FORMAT#8 ONGOING CHARACTERS OR CELEBRITIES. This format uses a recurring personality or celebrity for brand recall and emotional connection. Here, Shah Rukh Khan, Cadbury’s longstanding brand ambassador, is central to the campaign’s communication, endorsing not only Cadbury but thousands of local stores through hyper-personalized digital ads. The campaign’s memorability and reach stem from SRK’s iconic persona combined with advanced data-driven personalization, creating a unique blend of celebrity influence and community engagement. Q: What is the campaign proposition for Shah Rukh Khan-My-Ad (case study)? A: The campaign proposition for Shah Rukh Khan-My-Ad (case study) positions Cadbury Celebrations as more than just a confectionery brand; it is an enabler of kindness and shared support during difficult times. Targeting consumers affected by pandemic-related socio-economic challenges, the campaign revives the brand’s foundational value of generosity to counteract rising self-centeredness. By fostering empathy and community spirit through personalized endorsements of local businesses, Cadbury aims to strengthen emotional connections and maintain relevance in the gifting segment, particularly during Diwali when gifting contributes significantly to its revenue. Q: How does Shah Rukh Khan-My-Ad (case study) rank in Clapboard's archive? A: Shah Rukh Khan-My-Ad (case study) holds a Clapboard Campaign Score of 83/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s global ad archive. The rating underscores the campaign’s innovative use of technology, celebrity influence, and empathetic storytelling to address socio-economic challenges while revitalizing brand engagement. Q: Who are the competitors in Cadbury's category? A: Cadbury competes with several key players in the confectionery and snacks category. Amul leverages its cooperative heritage and local relevance to appeal to value-conscious consumers with a focus on purity and affordability. Nestlé India positions itself as a global leader offering premium, nutritious products emphasizing health and wellness. Britannia Industries targets families and working professionals by promoting quality bakery and confectionery items with a blend of tradition and modernity. Hershey India focuses on indulgence and innovation, catering mainly to urban youth and affluent consumers. ITC Foods’ Fabelle brand occupies the premium artisan chocolate niche, combining craftsmanship with luxury for discerning buyers.