Cadbury Celebrations has rolled out a marketing campaign #ShopsForShopless to rejoice the ability of communities coming collectively by technology-enabled options.
Conceptualised by Ogilvy, the movie goals to empower small occasions enterprise house owners who don’t personal everlasting shops. It opens with a person in search of his native hawker who wasn’t current at his common promoting spot for a few days. On being noticed and enquired about his whereabouts, the hawker emphasises the volatility of his enterprise. The protagonist then items him a Cadbury Celebrations pack and makes use of the QR code on the pack to arrange the hawker’s very personal digital store, leaving the hawker and his son teary-eyed.
Anil Viswanathan, vp – advertising and marketing, Mondelez India, mentioned, “Proper from gifting to indulging in sweets, Cadbury Celebrations, through the years has discovered its candy spot throughout festivities and change into an intrinsic a part of household celebrations. With our earlier #NotJustCadburyAd getting recognised and lauded globally for supporting small store house owners, this yr we needed to take the act of generosity a notch increased. Trying past small companies, we collectively realised how Diwali is a crucial interval for hawkers, however their enterprise is commonly affected as a consequence of no everlasting spot/store to promote the merchandise. Constructing on this perception and maintaining function on the core of our technique, we conceptualised #ShopsForShopless; an effort to provide hawkers a everlasting digital retailer. We hope our newest tech-enabled effort strikes an emotional chord with the audiences, main them to take part in small acts of generosity for a brighter and sweeter Diwali.”
Sukesh Nayak, chief artistic officer, Ogilvy India added, “Diwali is a crucial interval for hawkers, however their enterprise is commonly affected as a consequence of no everlasting spot/store to promote the merchandise. So, constructing on our generosity platform, this marketing campaign goes past small companies. It’s an effort to provide hawkers; one’s with no house, a everlasting digital spot to promote their merchandise. To execute this concept, Ogilvy partnered with DeltaX to develop a tech platform which can assist join consumers to hawkers close to them. We hope this tech-enabled resolution connects at an emotional stage with thousands and thousands of our prospects, making them scan the field to attach with hawkers close to them and assist make their Diwali sweeter too.”
Shekhar Banerjee, chief shopper officer and workplace head – West, Wavemaker India, mentioned, “As OneWPP we try one thing very audacious this yr throughout Diwali. This can be a seamless tech platform to attach consumers to the unorganised retail house owners who we frequently confer with as hawkers or road distributors on this nation. This tech infra won’t solely make our generosity marketing campaign extra inclusive however with the #ShopforShopless marketing campaign it may doubtlessly remodel the way in which we store in future.”