#NotJustACadburyAd

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On Diwali, Rephrase.ai created a digital avatar of India's biggest celebrity - Shahrukh Khan - for Mondelez International.

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We executed the campaign in two parts:

• 500 ads were created and targeted to specific PIN codes on Facebook and YouTube. Each video referred to local stores in that area
• We built a microsite where shopkeepers across the country could enter their store’s names and receive a personalized video of Shahrukh Khan endorsing their store. These shopkeepers were encouraged to use the videos to promote their stores across social media

Results

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• Mondelez built a close relationship with thousands of local stores across the country
• The campaign delivered 22% higher VTRs and 18% higher CTRs
• 105k users logged on to NotJustACadburyAd.com to create their version of the ad
• A total of 130k versions of the ad were created, which were circulated through WhatsApp and across social media
• The campaign earned PR worth over USD 1.5 million
• Cadbury Celebrations delivered a bumper Diwali with a 29% growth over LY (highest ever Diwali delivered on the brand)
• The Confederation of All India Traders (CAIT), which represents millions of traders across India, reported a whopping 74% increase in Diwali sales - clocking the highest sales in a decade

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Final thoughts

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This case study is widely regarded as not only the best campaign for Diwali but also a stellar example of how media, creativity, and tech come together to create meaningful connections with brands. It has opened up enormous possibilities for Al-based innovations that other brands are trying to leverage only now.