MUMBAI, INDIA – In today’s social media world where algorithms are designed to favor only popular pages, a lot of other relatable happy and good moments go unnoticed. Adding a sweet twist, Cadbury Dairy Milk unveiled one of its kind algorithms that mines videos with happy hashtags to filter and create a bank of the ones with low views and like counts automatically as a part of its #HeartTheHappiness campaign. Through this effort, the brand has leveraged its Instagram guide section, allowing consumers to acknowledge the happiest moments of 2022 and end the year on a meetha note.
As a stepping stone towards activating the new dimension of the generosity campaign “Kissi Aur Ki Khushi Mein Shaamil Ho Kar Dekhiye,” the brand has partnered with DeltaX to up the ante on story-doing. The core idea is brought alive through a small video:
Nitin Saini, vice president – marketing, Mondelez India, said, “Over the years, Cadbury Dairy Milk has created and celebrated indefinite moments of kindness through an array of purposeful storytelling. This includes some well-celebrated efforts of acknowledging the unacknowledged during the cricket season and adding meethas to everyday relationships by melting power distances. Adding yet another dimension to the existing generosity narrative, with #HeartTheHappiness we aim to look beyond what’s popular and what the platform’s AI wants to show you, and guide people to channel their inner acchai and partake in others’ not-so-popular happy moments.”
Sukesh Nayak, chief creative officer, Ogilvy India, said, “We believe that digital has the power to create new experiences that bring us closer together in the most real and heartfelt ways. With our latest initiative #HeartTheHappiness, we engineered a transformative social experience that beats the algorithms and puts the power of discovery back in people’s hands. What’s beautiful about this idea is that it leverages technology to enable every Indian to be a part of real and heartfelt moments of others’ happiness, which otherwise remain hidden. These are India’s happiest reels – moments of happiness that never made it to mainstream media or news.”
Apart from the digital film, the campaign will be amplified through print media and influencer engagement to amplify the year-end celebration of all meetha moments.
CREDITS
Ogilvy:
Sukesh Nayak, Neville Shah,Yogesh Pradhan, Minal Phatak, Saurav Das, Chirayu Palande
Pranav Sawant, Hirol Gandhi, Maninder Bali, Antara Mitra, Parshuram Mendekar
Manseerat Sethi, Deeksha Chaturvedi, Ganapathy Balagopalan, Bhakti Malik
Nikhil Chinnari, Anushka Mukherjee
Delta X
Wavemaker: Harsh Desireddy, Ravi Sharma, Aniket Ghanwatkar
