During Diwali 2021, small businesses across India were still reeling from the pandemic’s economic impact. Cadbury, known for its emotional storytelling, decided to do more than advertise—it wanted to empower. With “Shah Rukh Khan – My Ad”, Cadbury used deepfake technology to let local shopkeepers create personalized ads featuring India’s biggest celebrity, Shah Rukh Khan, promoting their store by name. It wasn’t just innovative—it was intimate.
Campaign Overview
Developed by Ogilvy India, “My Ad” launched as part of Cadbury Celebrations’ Diwali campaign. Using machine learning and deepfake technology, Cadbury created a platform where shopkeepers could generate ads featuring Shah Rukh Khan saying their store’s name and category—like “Visit Ramesh Footwear in Pune” or “Support Meena’s Saree Shop in Jaipur.”
The campaign was supported by a hero film, social media rollout, influencer amplification, and a microsite where users could create their own personalized ad.
Campaign Objective
Cadbury aimed to:
Support small businesses during the festive season post-COVID
Reinforce its brand positioning as a community ally and emotional connector
Use cutting-edge tech to democratize celebrity endorsement
Drive engagement and goodwill through personalized storytelling
The goal was to turn a national campaign into thousands of local ones—powered by AI and empathy.
Execution
Deepfake Personalization: Shah Rukh Khan’s likeness was used to generate thousands of unique video ads promoting local stores.
Microsite Activation: Shopkeepers could enter their store name and category to receive a customized video ad.
Hero Film: A touching ad showed Shah Rukh Khan acknowledging that he couldn’t endorse every small business—but with AI, he could.
Social Media Rollout: Personalized ads were shared by shopkeepers and communities, creating viral local engagement.
Influencer & PR Push: Celebrities and media outlets praised the campaign’s innovation and impact.
Brand Impact
“My Ad” positioned Cadbury as a brand that doesn’t just celebrate festivals—it celebrates people. It resonated with consumers, small business owners, and tech enthusiasts alike. The campaign also elevated Cadbury’s role from advertiser to enabler—one that uses its platform to uplift others.
Results
The “Shah Rukh Khan – My Ad” campaign by Cadbury was a groundbreaking initiative that combined technology with emotion to empower local businesses during Diwali. The campaign generated over 100,000 personalized ads across India, reaching millions of small shop owners nationwide. With 1.3 billion impressions across digital platforms, it became one of Cadbury’s most impactful festive campaigns.
It won the Cannes Lions Titanium and Creative Effectiveness Grand Prix, and was featured in BBC, Fast Company, and The Economic Times. The campaign drove a significant surge in brand sentiment and festive season sales, reaffirming Cadbury’s position as a brand that celebrates generosity and community spirit.
Lessons Learned
“My Ad” teaches us that personalization is power. The campaign also shows the potential of ethical deepfake technology—when used with consent and purpose, it can amplify voices. And finally, it proves that brands can be bridges—connecting celebrity, community, and commerce.
