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SOCIAL FIRST
Cadbury Dairy Milk's
Purple Heart Campaign
One Show Asia Showcase, Kyoorius, Effies.
While social media connects people, it can also become a playground of slander, cruel trolling, and hate.
Friendship Day was the perfect occasion for CDM to reinforce what it has always stood for, recognizing the goodness within us, and encouraging people to stand up for their friends.
We uncovered the ‘Bystander Effect’, a psychological phenomenon that inhibits people from standing up for others. We started a social movement by instigating behavioral change in the youth to move from being ‘bystanders’ to standing up for their friends, by using the Purple Heart emoji as a creative device to #HeartTheHate.
We deployed our strategy across various touch points across social media, college campuses, and OTT etc., using popular celebrities and influencers who face trolling themselves to become ‘Purple’ ambassadors and talk about their experiences. Showing in effect how hate can be drowned, one purple heart at a time.
The campaign has overall delivered 352 million impressions, 52.6 million views, and 25 million engagements/1.7 million clicks. Fans of South Korea’s Bangtan Boy Band (BTS) discovered and widely endorsed the campaign, giving its message global recognition.
With this initiative, CDM increased its value share by 1pt, but more importantly, it proved that sometimes all it takes is an emoji to become a symbol of friendly support.
AI-LED, CREATIVE TECH
Tata Tea Premium's Lohri De Tappe Campaign
For centuries, Lohri has been celebrated with the same folk songs, called Tappe, sung around a bonfire with family and food. Specifically though, it's about celebrating new marriages and newborn babies in the family for the year.
When TTP wanted to connect with Punjabis across and establish itself natively, I asked why not disrupt by becoming more inclusive?
We used the celebrity Shenaaz Gill, a much-loved singer and actor from Punjab, to create first-of-its-kind tapas. Music videos celebrating other occasions like a farmer's crop yield, the son's first dastaarbandi, a daughter buying her first home, and more.
We broke a centuries-old tradition but started a new one. We used AI and Rephrase to create tappas that were hyperpersonalised, both by name and occasion.
This reached lakhs. Thousands organically created their tappas, and then, sent them as WhatsApp Lohri greetings.
It soon became a benchmark campaign for Tata Tea Premium in their hyperlocal initiatives.
FILM-LED
Cadbury Dairy Milk's Global Campaign
Tastes so chocolatey, even the aliens love it.
Adapted and released in 15 countries, including Canada, South Africa, Egypt, Saudi Arabia, UAE, Pakistan, and some countries in Southeast Asia.
FILM + 360°
AMAZON FASHION. HAR PAL FASHIONABLE.
For the second year of its campaign, we used Ananya Pandey and her then-boyfriend Adita Roy Kapoor for the film and a series of shorties, which later extended into other social assets, OOH, and other touchpoints. We leveraged their relationship and used their inside jokes, banter, and comfort with each other as a conversational and relatable way to show our "Wear It With Suggestions" IP.
LAUNCH CAMPAIGN
FILM + SOCIALS
CADBURY DARK MILK
When it came to launching Dark Milk with a higher % of cocoa, giving it a richer, darker flavour, we knew it would not be for everyone. In fact, we knew it was only for grown-ups. Launched with a film with Aishwarya, we created the world of Dark Milk with hyper-contextual always-on pieces for occasions and events for their platforms. Jaipur Lit Festival, travel, brunches, books, stock market, music, cricket matches, and more. We used these pieces to drive home our point of being exclusive to grown-ups who could handle it.
REGIONAL, AI-GENERATIVE ART
Tata Tea Premium for Desh Ka Garv
Tata Tea Premium pays tribute to the nation through its Desh Ka Garv proposition every year. This time around, they dropped limited-edition packs celebrating India's native regional handlooms. What better way to celebrate #DeshKeDhaage than by draping iconic landmarks like Worli Sea Link, India Gate, Charminar, and more with their respective handlooms of Paithani, Resham, and Poochampalli. We trained AI to build a custom model for us to bring alive the handwoven-texture as close to reality as possible.
ACTIVATION
Cadbury Celebrations
Surajchand Ki Diwali
Surajchand, the village that makes diyas for our country, spent their days in darkness, with most homes not having running electricity. For Diwali, we brought light to those who bring light to us.
RADIO + CHANNEL INNOVATION
HBO REPEATS
Years ago, when many dedicated movie channels started springing up, HBO suddenly had intense competition to sustain its viewership.
To attract more viewers, channels promote their biggest movies, which play during prime time. HBO did the same. And a little more. The truth is that people love to watch their favourite movies over and over again.
So, as the end credits of movies rolled, people heard the protagonist being asked to repeat everything they just did in the film. Viewers soon realize that he is being asked to do so because the film is going to be re-telecast
Results: Viewership went up by 27% during the repeat telecasts.
SOCIAL-FIRST
Cadbury Celebrations' Badi Family, Badi Diwali Campaign
Kyoorius Elephant
Diwali used to be a full family affair. Unfortunately, it's now reduced to forwarding WhatsApp greetings. Cadbury Celebrations wanted to remind everyone how a big Diwali is best celebrated with a big family. We dropped a film, which we soon followed with a nationwide contest. Have the biggest Diwali family photo? Star in our OOH Diwali campaign. The campaign went viral and had thousands of participants, winning us a Kyoorius.
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