Mondelez India launches festive branding campaign with Shah Rukh Khan

The ‘Not Just A Cadbury Ad’ initiative, which is part of the “Does Diwali Aap #KiseKhushKarenge? “ The campaign is a continuation of the company’s festive advertising launched a year ago to support small businesses in the wake of the coronavirus pandemic.

A series of videos uploaded to the video streaming platform YouTube, highlight the plight of the country’s small traders while incorporating India’s “biggest brand ambassador”, a reference to Khan, as an ambassador of the brand for small local stores. In the ad, Khan pushes viewers to buy from various local stores.

“First launched in 2020 to promote local businesses across the country, the current edition is taking it a step further – in addition to branded films, local retailers can create a version of these ads for their stores, by using AI-based technology. developed by Rephrase.ai. The one-of-a-kind initiative is envisioned to support small businesses by helping them create unique and scalable avenues of engagement with their consumers, ”said the company.

Last year Mondelez incorporated selected store names whose businesses were promoted through Cadbury Celebrations advertising. Mondelez continued to build on the campaign for the second year in a row, although it was amplified by the hiring of a celebrity such as Khan to support it.

This year’s campaign will feature more than 2,000 food, retail, consumer electronics, home decor, clothing, furniture and jewelry stores across the country, highlighted by PIN codes in the north, east and west areas.

Interestingly, the timing of the campaign is not hard to miss.

The festival campaign comes at a time when controversy over the Khan brand has peaked over the arrest of his son Aryan in a drug-related investigation.

Actor’s 23-year-old son Aryan Khan is currently in court custody for suspected drug use and conspiracy under the Narcotic Drugs and Psychotropic Substances Act (NDPS) as part of an investigation by the Narcotics Control Bureau (NCB).

The controversy polarized public opinion; The brands, endorsed by the actor, have also reacted.

As a result of NCB’s investigation, online tutoring platform Byju’s reportedly suspended some ads while they were back on Star Sports during the Indian Premier League.

mint previously reported that the investigation against Khan’s son could temporarily threaten brands featuring the actor. Campaigns could be delayed or put on hold as the mega star overcomes the crisis. Most branding consultants mint spoke, however, said the impact will be short-lived.

Khan supports several major brands in the country. The actor was ranked as India’s fourth most popular celebrity in 2019, with a brand value of $ 51 million according to a 2020 Duff & Phelps (Kroll) Celebrity Brand Valuation report.

Granted, brand campaigns and approvals take months of work. As a result, the campaign featuring Khan has reportedly been in the works for weeks.

However, the company’s decision to go ahead amid the drug probe controversy reflects “strength” and “backbone,” advertising experts have said.

“It sends a message of resilience around the Shah Rukh Khan brand,” said Ahmed Aftab Naqvi, CEO and co-founder of Gozoop Group, an integrated marketing agency. mint.

Naqvi said negative social media chatter is usually short-lived and, contrary to popular belief, it doesn’t always influence public opinion as a whole. “While we see that the audience can be divided on the internet, I think this is based on a lot of talk from one part of the Twitter universe, which is not necessarily the sentiment of the general public,” he said. he declared.

More recently, brands have come under scrutiny as campaigns draw attention to social media platforms for being either progressive or dismissive of preserving self-imposed cultural boundaries. Social media trolls who analyze brands for their ads urge them to be cautious.

The Mondelez campaign, however, represents the company’s ability to not give in to cyberbullying, Naqvi said.

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