Ogilvy takes GP for local-targeted spots

OGILVY Mumbai has won the Creative Effectiveness Grand Prix for ‘Shah Rukh Khan My Ad’, an ingenious personalised campaign for Mondelez’s Cadbury Celebrations.

In this campaign, Ogilvy found a way to provide hyper-local businesses with big star endorsements by creating a customisable ad featuring the Bol - lywood movie star. Local shops could create a version of the AI/ machine learning-powered ad that swapped their name into the narrative and was then available to view in their own post code area. 130,000 different versions of the ad were created — boosting businesses that got involved while also providing exposure for Cadbury Celebrations.

Devika Bulchandani, global CEO, Ogilvy said the campaign ticked both the ‘creative’ and the ‘effectiveness’ boxes. “It was innovative, it had a cultural impact, it delivered sales results and was an example of personalisation at scale.”

Creative Effectiveness is a unique category where all entrants are examples of work that have won Lions at the previous year’s Festival. This campaign won India’s first ever Titanium Lion in 2022. There were also three Gold Lions in Creative Effectiveness 2023 for Canada, Brazil and Spain.