Experiential Marketing

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2023 GLOBAL GRAND

My SRK Ad

How does a brand become a lighthouse for its battered franchise with action, not just ads? For Cadbury Celebrations, the breakthrough was to turn its campaign into the most unlikely Diwali gift. Faced with Covid-third wave, dampened Diwali festivities and sales, the ‘NotJustaCadburyAd 2.0’ platform brought together the star-power of Shah Rukh Khan (SRK) and hyper-personalization martech, creating a world-first in shared-value marketing. It enabled thousands of small retailers to create personalized ads with SRK as their ambassador, driving a 7.3% uplift in consideration and an unlikely 35% sales growth.

Brand: Cadbury Celebrations
Client: Mondelez India Pvt. Ltd.
Agency: Ogilvy India Group
Language: English

2023 GLOBAL GRAND

Changing the education system to keep girls in school

Every year 23Million girls drop out of school in India. One chapter could save them. But this chapter was never printed in schoolbooks because of a taboo against menstruation. For the first time, we wrote the Missing Chapter explaining the biology behind periods. This chapter was read out in our film, through news readers on TV, by citizens on social media. We painted the chapter on school walls. We launched a petition to include it in schoolbooks. Key state governments have finally committed to add this chapter in schoolbooks.

Brand: Whisper
Client: P&G India
Agency: Leo Burnett
Language: English

2022 GOLD

Resetting The Fundraising Game

The Donation Dollar is $1 coin and legal tender but not like any other. It is a coin created to act as its own message, with a call-to-action to give not spend, improving the fortunes of all charities and causes at once. With up to 53% of Australians donating a Donation Dollar when found, a commitment to creating 25 million Donation Dollars, and each coin staying in circulation for for 30 years, this idea will continually prompt Australians to give more to charities, more often, for decades to come.

Brand: The Royal Australian Mint
Client: The Royal Australian Mint
Agency: Saatchi & Saatchi Melbourne
Language: English