By Our Staff
The year: 2023.
The date: June 23.
The tally of metals so far: 23.
Just a coincidence on twenty-three, no significance.
But the big breaking news is that Ogilvy has bagged a Grand Prix.
Now we now that a Grand Prix is one of the biggest accolades an entrant can get at Cannes Lions.
But it’s also in the category that is valued most. Creative Effectiveness. Which means an a creative (as in an ad) which has bee found to be effective for an advertiser.
So it’s not for a creativity that’s just a cool ad, but also a creative that has helped the business of the client.
It’s the Shah Rukh Khan-My-Ad campaign made for Mondelez’s Cadbury Celebrations. Notes a communique on the Ogilvy website: “It was created in the wake of the pandemic, as local businesses in India struggled to fight back from economic hardship compared to big brands with deep pockets. Together, Ogilvy Mumbai and Cadbury Celebrations helped make Shah Rukh Khan – the world’s biggest movie star – a brand ambassador for thousands of small businesses, using machine learning to recreate the real-world Bollywood celebrity’s face and voice to use in ads for local shops, bringing more power to the people.”
This is what Ogilvy India Chief Creative Officers Kainaz Karmakar, Harshad Rajadhyaksha, and Sukesh Nayak have said: “We are overjoyed and humbled to be given the Grand Prix for Creative Effectiveness for “Shah Rukh Khan-My-Ad.” This is a result of the dedication and effort of our fabulous teams at Ogilvy and Mondelez. We also thank Rephrase and Wavemaker for their valuable role in making our idea a reality. This Lion is the biggest acknowledgment of how this campaign has helped over 200,000 small stores across India through a tough time. This is personalisation at scale and more importantly, generosity at scale.”
Btw, we didn’t miss the line: for their valuable role in making our idea a reality. So clearly, the folks at Ogilvy have said that it’s their idea. Of course sibling Wavemaker (both O and W are owned by WPP).
Meanwhile, we asked the Ogilvy to send us a list of the various awards it has won for the SRK add, and here’s a list. And, mind you, this is not exhaustive. There are a few YouTube awards that aren’t a part of the list. Note Ogilvy doesn’t participate in the Abby awards. It does of course participate in the Effie.
YEAR 2021
SMARTIES APAC AWARD 2021
Gold- Cadbury Celebrations ‘Not Just A Cadbury Ad’ in the ‘Location Targeting’ category
Bronze – Cadbury Celebrations ‘Not Just A Cadbury Ad’ in the ‘Video Advertising’ category
LONDON INTERNATIONAL AWARDS 2021
Silver – Creative Use of Data – Data-Led Targeting for Cadbury Celebrations titled ‘#NotJustACadburyAd’
Bronze – Creative Use of Data – Real-Time Data for Cadbury Celebrations titled ‘#NotJustACadburyAd’
Bronze – Evolution – Best Use of Real Time Advertising for Cadbury Celebrations titled ‘#NotJustACadburyAd’
EFFIE AWARDS INDIA 2021 – WINS 4 AWARDS
Gold – Cadbury Celebrations – Not Just A Cadbury Ad in Interactive Marketing Category
Gold – Cadbury Celebrations – Not Just A Cadbury Ad in Experiential Marketing/ Brand Experience: Product Category
Gold – Cadbury Celebrations – Not Just A Cadbury Ad in The Disruptive Differentiators Award: Product Category
Silver: Cadbury Celebrations – Not Just A Cadbury Ad in Food Category
I-COM DATA CREATIVITY AWARDS 2021
Ogilvy’s ‘Not Just a Cadbury Ad’ was a winner in the ‘Overall’ and ‘Location Based Category’
WARC AWARDS FOR ASIAN STRATEGY 2021
Ogilvy India wins Grand Prix + The E-Commerce Excellence Award + The Early Adopter Award for Cadbury Celebrations ‘Not Just A Cadbury Ad’
APAC EFFIE AWARDS 2021
Bronze – Mondelez’s ‘Not Just A Cadbury Ad’ wins a in Crisis Response / Critical Pivot – Products category
AD STARS 2021
Bronze – Mondelez – Not Just A Cadbury – Data Insights category
Bronze – Mondelez – Not Just A Cadbury – Mobile category
Crystal – Bronze – Mondelez – Not Just A Cadbury – Direct category
YOUTUBE WORKS AWARDS 2021
Mondelez along with Wavemaker & DeltaX and Ogilvy India, bag the Grand Prix for its ‘Not Just A Cadbury Ad’
Mondelez along with Wavemaker & DeltaX and Ogilvy India, bag the Ruby for its ‘Not Just A Cadbury Ad’
CANNES LIONS 2021
Bronze in Creative Data Lions category – #NotJustACadburyAd for Mondelez under Data-driven Targeting sub-category
KYOORIUS AWARDS 2021
Black Elephant: Best Of Show – #NotJustACadburyAd – Cadbury Celebrations
Blue Elephants: Kyoorius Advertising Awards – Direct – Digital & Online – #NotJustACadburyAd – Cadbury Celebrations
Blue Elephants: Direct – Targeted Video – #NotJustACadburyAd – Cadbury Celebrations
Blue Elephants: Topical Advertising – Digital Media – #NotJustACadburyAd – Cadbury Celebrations
Blue Elephants: Topical Advertising – Integrated Campaign – #NotJustACadburyAd – Cadbury Celebrations
Blue Elephants: Creative Use Of Data – Targeting – #NotJustACadburyAd – Cadbury Celebrations
Blue Elephants: Technology – Activation By Location – #NotJustACadburyAd – Cadbury Celebrations
ONE SHOW 2021
Mondelez #NotJustACadburyAd – Craft – Data-Driven Personalization category
THE ONE SHOW ASIA SHOWCASE 2020
Mondelez India #HeartTheHate in Public-Service & CSR | Corporate category
Mondelez ‘The Cadbury Unity Bar in Design’ | Packaging Design category