Mondelez India`s AI Powered Hyper-Personalized Ad Campaign

Case Code: CLMM152 Case Length: 5 Pages Period: 2018-2020 Pub Date: 2020 Teaching Note: Available

Price: Rs.200 Organization: Mondelez India Foods Private Limited Industry: Food & Beverage Countries: India Themes: Marketing Communication, Branding Strategy, Cause-Advertising & Promotion, Technology in Marketing

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.

Issues

• 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

Introduction

Mondelez India, the Indian business arm of Mondelez International Inc, a US-based confectionery, food, beverage, and snack food multinational, launched a marketing campaign ‘Iss Diwali Aap #KiseKhushKarenge?' (Who do you plan to bring joy to this Diwali?) in November 2020. The primary aim of the hyper-personalized campaign was to encourage consumers to support local businesses across categories and across different cities during the 2020 Diwali festival period that extended from September to January. The 'Iss Diwali Aap #KiseKhushKarenge?' marketing campaign was in line with Mondelez India's brand proposition of 'Kuch Achha Ho Jaye, Kuch Meetha Ho Jaye' (Let's have something good, let's have something sweet) that Mondelez India unveiled in 2018 to commemorate its 70th year of doing business in India. Mondelez India made 'generosity' its brand proposition and reframed the concept of chocolate consumption from an indulgent 'me' moment to a 'feeling' that had to be shared with others. The idea was to celebrate the spontaneous acts of kindness and goodness that were inherent to a human being and highlight how these acts, irrespective of their magnitude, led to strong human relationships.

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

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