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Tag: Cadbury Celebrations

  • To personalise birthday songs on the big screen in theatres

    PVR Inox partners with Mondelez

    By Our Staff

     

    PVR Inox has joined hands with Mondelez India’s Cadbury Celebrations brand to introduce its campaign #MyBirthdaySong, which leverages a new-to-market tech to personalise birthday songs.

     

    Speaking about the partnership, Gautam Dutta, Co-CEO, PVR Inox said: “At PVR Inox, we are constantly exploring ways to elevate the moviegoing experience for our patrons. Our partnership with Cadbury Celebrations is a testament to the power of data and technology which we have been using effectively to scale data-driven marketing and build hyper-personalized experiences for our consumers. It is further a step forward in bringing about evolution in cinematic experience and we believe that this will usher in a new era of personalized and immersive experiences for customers and make every visit to PVR INOX cinemas an unforgettable one.”

     

    Added Nitin Saini, Vice President, Marketing, Mondelez India: “Our partnership with PVR Inox will add yet another leg to personalize the birthday experience for every consumer. It seamlessly aligns with our brand proposition of making every occasion special, and with #MyBirthdaySong we will be able to do that throughout the year. We hope this partnership will help our consumers to elevate birthday celebrations and make the surprise larger than life. We are super excited to see how this turns out.”

     

  • Campaign Created by Ogilvy India

    Cadbury Celebrations rolls out campaign for Raksha Bandhan

    By Our Staff

     

    Cadbury Celebrations rolls out campaign for this Raksha Bandhan with a hashtag #BrothersWhoCare. The campaign brings the time-tested bond back into focus by inviting brothers across the country to show their appreciation for their sisters in a unique and heartwarming way.

     

    Speaking on the campaign, Nitin Saini, VP- Marketing, Mondelez India, said: “Romantic relationships often take the spotlight away from other deep relationships, such as that between siblings. Built on a lifetime of shared memory, mutual growth, support, and love, these bonds form the foundations of who we are and deserve their own moments where care and appreciation are expressed through mindful gestures. With the #BrothersWhoCare campaign, we want to encourage brothers to express their affection for their sisters just as they do in their romantic relationships. With Raksha Bandhan approaching, it is an opportunity to remind every brother the moments they share with their sisters are just as precious and invite them to rekindle the timeless connection they share with their siblings through quality time spent together. This Rakhi, we aim to redefine sibling love – where strength meets sentiment, and caring knows no bounds.”

     

    Sukesh Nayak, Chief Creative Officer, Ogilvy India, added: “Our starting point was to put the spotlight on the reality of the brother-sister dynamic that plays out during Rakhi. Every brother loves his sisters but unfortunately this love doesn’t translate into effort in making her feel special on a day that is meant to celebrate this special bond. But the same brothers leave no stone unturned with their wives, fiancées and their girlfriends. Our attempt was to nudge boyfriends, fiancés, husbands who are also brothers to plan a day with their sisters by putting equal effort as they would for their partners on Valentine’s day. We conceived and built the #BrothersWhoCare platform that will help remind the brothers to make time for sisters and celebrate this special bond in most magical manner.”

     

    Shekhar Banerjee Chief Client Officer & Office Head, North, West and East, Wavemaker India, said: “Our strategy is to disrupt how brothers behave. For all the grand gestures men make for the women in their life, they often reduce the gesture to an envelope with cash for their sisters during Rakhi. With this unconventional route we reminded brothers to plan something special for their sisters. Every time someone sets out to plan a romantic gesture for their loved ones, our campaign is designed to remind them about the gift they need to plan for their sisters.”

     

    For the multichannel campaign, Cadbury Celebrations has activated multiple touchpoints to encourage siblings to spend more quality time with each other. Working on the concept of #BrothersWho Care , the campaign’s TV thematic, scheduled to run for three weeks, reinforces the brand message of ‘Iss Rakhi, Kuch Accha Ho Jaaye, Kuch Meetha Ho Jaaye’. This will be followed by multiple digital brand films which subvert the established romantic tropes by highlighting the role played by sisters behind the scenes during the highs and lows of their brothers’ love stories. The brand will also enable brothers to plan a day for their sisters. On scanning the QR code on the Cadbury Celebrations pack, users will be lead to a microsite www.cadburybrotherswhocare.com  where they can plan a movie day with their sisters in select PVRs in select cities.

     

  • Brands have a tremendous opportunity to access and leverage new-age technology to to connect with audiences, writes Sanjeev Kotnala

    Customising birthday greetings, the Cadbury way

     

     

     

    By Sanjeev Kotnala

     

    Sanjeev KotnalaI finished playing around with the lyrics and genre of the birthday song for a friend at https://cadburymybirthdaysong.com and am more than happy with the result. I am not surprised at this new initiative by Cadbury Celebrations with its partners Ogilvy and Wavemaker to get Artificial Intelligence (AI) to work for the masses and create a personalised ‘Happy Birthday’ song. They have done this in the past. The personalised greeting, the Diwali selling and more.

     

    In effect, the last few initiatives are as different as one Bond movie from another. There is a pattern, and strategic thinking helps keep the result in sight.

    It must be effortless, effective, and efficient for the user.

    It must use technology that is easily affordable, accessible, and available.

    It must be easy. Maybe just the fingertips and mobile should do the magic.

    It must awe the audience and create an appreciable debate.

    It should be something the audience would really desire, and that would delimit their constraints in more ways than one.

    #MyBirthdaySong is just such a campaign.

    Now no longer, the birthday song will be the same. Anyone can create a customised birthday song. Making the recipient feel more wanted, adored and special. Think if the person is not aware of this tool created by Cadbury, how impressed the person would be. As one would not understand and imagine the labour, time and effort that would go into creating anything remotely similar without AI.

     

    The persons who made and gifted it to the birthday person feels positive about themselves. See themselves as creative and contributing. A memory of a different type. If not to the party, this person surely carries a Cadbury Celebration pack in mind. The brand association and engagement through such a device are ideal and long-term. Maybe ere performance marketing meets the brand-building efforts.

     

    The song is unique as it allows you to harness the power of AI and generate lyrics, choose the music style, and bingo have a unique birthday song served in no time.

     

    I must ask you to go to https://cadburymybirthdaysong.com and playfully try the same. Don’t worry if the birthday is not near or already gone. Its downloadable output that one can proudly send, display, or sing along at the event making that occasion memorable as it should be. I usually do not refer to the contributing parties, but this one must get the credits. After the details have been placed, lyrics are created by Uberduck’s Generative AI engine and sung by GanAI custom-created vocal models – mixed and mastered with Uberduck’s AI-generated music that makes the song unique.

     

     

    In the past, Cadbury has been at the forefront of pathbreaking work. The ‘SRK Support Local retailer’ sale, ‘Not just a Cadbury ad’  and the ‘Support the Hawker nearby’  were on similar lines, based on scalability and ease of use of technology.

     

     

     

    Net-Net

    Brands have a tremendous opportunity to access and leverage new-age technology to take that additional steps to connect and work with the audience. Brand-building can happen with performance marketing. I must also remind you to watch the HP ad ‘Thodi Si Jagh bana lo’ – which also showed how to easily use technology with a human face for a technology company.

     

     

  • The brand encouraged people to share portraits of those special moments spent with their big family on social media

    Cadbury looks to get families together with #BadiFamilyBadiDiwali

    By A Correspondent

     

    This Diwali, Cadbury Celebrations has launched its ad campaign titled #BadiFamilyBadiDiwali. Commenting on campaign, Anil Viswanathan, Director – Marketing (Chocolates), Mondelez India, said: “Over the years, Cadbury Celebrations has become synonymous to festivities in India. With an aim to reinstate the joy of gifting, we are encouraging the audience to celebrate festivals and share delightful moments with their loved ones because happiness shared is happiness multiplied. In this era of technology, through our campaign we are promoting that the true spirit of Diwali lies in celebrating with family. Linking in with the Cadbury Dairy Milk Generosity Campaign, the campaign and the digital film, brings alive the acts of generosity through family togetherness, that makes our festivals full or warmth and renewed good feelings amongst relationships far and close”

     

     

  • This new Diwali campaign stems from the thought of Cadbury Celebrations enabling to 'Bring the celebration with you'

    Cadbury Celebrations unveils campaign for Diwali 2016

    By A Correspondent

     

    Contract Advertising has created a new film for Cadbury Celebrations with the aim to bring to life the joy of togetherness, a feeling that gets heightened during festivities.

     

    Cadbury Celebrations, the chocolate gifting brand in the Mondelez portfolio, operates across the premium and mass premium segments with the Rich Dry Fruit Collection (RDFC), being the growth driver catering to the premium end. This new Diwali campaign stems from the thought of Cadbury Celebrations enabling to ‘Bring the celebration with you.’

     

    Said Kapil Mishra, executive vice-president and executive creative director, Contract Advertising: “This advertisement was driven by the idea that festivals have become very monotonous and a mere ritual. While parents wait for this occasion for the entire family to be together, younger generation is too occupied in their life and routine. By this campaign we aim to reinvigorate the festive feeling among the youth, emphasizing on emotions of togetherness, fun and family bonding.”

     

    The film opens on the son and his family coming back to their ancestral home getting decked for the Diwali festivities. The Diwali party swells, with another son trooping in with his family and what ensues are charming little stories of what the four walls of the house have been witness to. As the stories keep coming out and the togetherness grows on each other.

     

    At such a juncture, the elder son asks his father as to if he is serious about selling the house where they all grew up. It is at this point that the father breaks into a half complaining, half naughty mood to tell that now that everybody is home, he is not going to sell it. The children get the fact that he was playing a prank and the family rejoices in celebrating their togetherness this Diwali.

     

  • This year the brand has taken it upon itself to take a closer look at festivals, and what they mean to us today

    Contract rolls out new campaign for Cadbury Celebrations

    By A Correspondent

     

    Contract Advertising’s latest campaign for Cadbury Celebrations urges people to bring the festivities with them this Diwali season. This year the brand has taken it upon itself to take a closer look at festivals, and what they mean to us today.

     

    “Gifting is an intrinsic part of Diwali celebrations. But these days, the act of gifting has become more of a chore and its role in adding to the celebratory nature of the festival has been diminished. We wanted to rekindle this true joy of Diwali gifting. There is a tradition of people going back to their parents during Diwali. Our story is one, where parents decide to surprise their son at his workplace on Diwali,” says Ashish Chakravarty, National Creative Director, Contract Advertising.

     

    Cadbury Celebrations recognized that festivals that were meant to be fun and filled with festivity had become mundane and ritualistic. Therefore the need of the hour was to bring back some enthusiasm and set the tone of change. The campaign thought came about, when one realised it is important to change a festival into a celebration where joy and energy flow unlimited, where we are truly in the moment, connected and fuelling the festivity. And what better way to do this than to make all the good things we know come together to spring the festival back to life.

     

    Contract has partnered Mondelez to bring this powerful thought to life through a launch TVC, as well as help create 360 impact.

     

    Cadbury Celebrations, the chocolate gifting brand in the Mondelez portfolio, operates across the premium and mass premium segments with the Rich Dry Fruit Collection (RDFC), being the growth driver catering to the premium end.