"Not Just a Cadbury Ad Campaign" is one of the most brilliant advertisement campaigns I have seen this year. When Marketing, Technology, Brand Building, Humanity, everything has aligned in the same line with an equal proposition, in this Advertisement.
The ad starts with a statement regarding the small business affected by covid-19, so Cadbury came with a new idea to develop.
Every small business owner can have Bollywood star Shah Rukh Khan as their brand ambassador. This will be an excellent opportunity for small Footwear, Fashion, Electronics, Grocery store owners to boost their business.
When they say brand ambassador, it does not just have his photo. Shah Rukh Khan will himself say each and every business name with audio and video. Just imagine the excitement level of small business owners when Bolyhood starts himself saying their business name from his mouth, "Ganapathy Electricals," "RVM Footwear," etc...
How do they do this?
Cadbury team has developed with AI machine learning model. This model comes under the deep learning section of Artificial Intelligence, and it is also called has Deep Fake. You can make a person pronounce any word or a sentence with perfect expression even that person has not said this word. The only thing which you want to have is a large amount of dataset of the person.
Small business owners are provided with a small form to enter their business information. They will automatically get a video of an advertisement where Shah Rukh Khan appears and says their name.
Why do we need to appreciate the Team?
The idea of making this kind of campaign is very creative. And the Team behind this should be definitely appreciated. We in Grids and Guides used to develop Machine Learning Models for our clients and do many Research and Development for Tech Products. We have been going through many research papers to do that. It's an infrequent scenario that Marketing, Technology, Brand Building, Humanity comes together all time.
When we see this kind of Scenario aligned up so that everyone can be in a Win-Win Situation for all Small Business Owners, Marketing, Brand. From the perspective of small business owners, this is an excellent opportunity. From the standpoint of Cadbury's Marketing Team its definitely improve the sales. The Goodwill of the brand is also increasing. We can see many positive tweets about this initiative.
As a tech person, I am thrilled to see where we can see how technology impacts society.