Abstract

The case study ‘Mondelez India’s AI Powered Hyper-Personalized Ad Campaign’ describes the hyper-personalized, artificial intelligence-based ‘Iss Diwali Aap#KiseKhushKarenge?’ (Who do you plan to bring joy to this Diwali?) campaign of Mondelez India, launched during the 2020 Diwali festival. Through the campaign, Mondelez India took its ‘generosity’ brand proposition to the next level by promoting over 1,800 local, small businesses for free. The digital campaigns were carried out through ‘Not Just a Cadbury Ad, but the Most Generous Ad’ and the ‘#TheSweetestDiwali’ social media campaign that promoted Cadbury Celebrations gift box containing Cadbury Dairy Milk chocolates. The campaign underscored Mondelez India’s ‘Kuch Achha Ho Jaye, Kuch Meetha Ho Jaye’ (Let something good happen, let something sweet happen) brand proposition introduced in 2018. Next, the case touches upon the conception, objectives, and the technology-based execution of the ad campaign. It focuses on the appreciation the campaign received from marketing professionals projecting the Cadbury brand as a truly responsible, inclusive brand that believed in sustainable growth. The case ends with a note on Mondelez India’s plans to significantly increase the investment in digital and the future prospects of digital marketing and hyper-personalized ads and their growing popularity to build an emotional connect with consumers through positive aspects such as generosity, compassion, and empathy.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Understand the importance of having a brand proposition and designing marketing content around the brand proposition.
• Become aware of hyper-personalized advertisements and the use of geo-targeting technology and artificial intelligence.
• Learn how companies build responsible brands with the help of innovative marketing campaigns.
• Understand the benefits of socially responsible marketing campaigns and inclusive brands based on the values of generosity, togetherness, and compassion.
• Understand the importance of brand personality

Keywords

Hyper-personalized Advertising; Brand Communications; Brand Personality; Designing Ad Campaigns; Inclusive Brands; Responsible Marketing; Geo-targeting; Brand Proposition; Advertising Objectives; Brand Management; Social Media Marketing