Diwali is a time to celebrate and enjoy time with friends and family. Cadbury Celebrations this time to promote this joy through the #ThisAdIsMyStore campaign. The campaign focuses on small business owners and empowers them to have a successful Diwali. So this Diwali Cadbury Celebrations tune is “Ghar ki dukan se vi Kuch Accha Ho Jai, Kuch Mitha Ho Jai.”
This year, Cadbury Celebration’s latest campaign is geared toward prosperity towards small home-based businesses that sell Diwali items like hand-painted diyas, homemade snacks, desserts, candles, jewelry, clothes, etc. There is more demand during the festive season but they often don’t capitalize on it optimally because they lack the resources and presence needed to reach new prospects and get more business.
So Cadbury Celebrations is giving talented homepreneurs a platform to shine through “#ThisAdIsMyStore” – across all formats including Billboard, Digital Outdoor, Mobile Outdoor, Online, Print and TV Cadbury will promote this ad to their business aka “Ghar Ki Dukan” (Ghar Ki Dukan) turns into Each ad contains a unique QR code that redirects users to the WhatsApp Business Chat for their local homepreneur’s business, where they can sell homemade items. The campaign was executed with the help of tech partner Delta X and production partner EarthSky Pictures.
The Cadbury Celebration campaign is accompanied by an emotional TV commercial that highlights what such a campaign means to small business owners. The ad opens with a shot of a brightly lit neighborhood house, where Veena, a woman who owns a home-made diya business, is busy packing orders for her customers. Then a group of young men visit her house and convince her to come with them, although she is worried about fulfilling orders for the whole neighborhood.
The group then shows Veena her own #ThisAdIsMyStore billboard, telling her that she will fill orders not just for their neighborhood, but for the entire city. The group wished her a Happy Diwali and gave her a Cadbury Celebration Pack, featuring women entrepreneurs who sell seasonal items outside their homes.
Nitin Saini, Vice President – Marketing, Mondelez India said about the campaign, “The biggest draw of Diwali is that with the #ThisAdIsMyStore campaign, we are spotlighting the least visible parts of the Indian business ecosystem. These businesses are usually run by women from home for a short period of time and do not have the resources to expand beyond their immediate areas We are giving them platform to reach customers in all cities. Everyone deserves more happiness, more prosperity, more joy in their lives. So this Diwali, we are delighted to be the Prosperity Activist for Small Business Owners for the campaign.”
Sukesh Naik, Chief Creative Officer, Ogilvy India, said, “Diwali is a time of growth for all businesses. But unfortunately, there are some businesses that don’t fully benefit from the demand of the festival. Despite having the best talent, women homemakers can only do business close to their homes. This effort is only for them.”
Shekhar Banerjee, Chief Client Officer & Office Head, West, North & East, Wavemaker India said, “This year, we want to make Diwali even more special for every home based business owner. Through this campaign, we are pleased to be a catalyst for prosperity for these hardworking individuals and look forward to growing their businesses.”