Cadbury: Fill In The Thanks, 4

Credits & Description:

Client: Cadbury
Agency: Ogilvy India
Chief Creative Officer: Piyush Pandey
Chief Creative Officer: Sukesh Nayak
Chief Creative Officer: Kainaz Karmakar
Chief Creative Officer: Harshad Rajadhyaksha
Creative team: Sukesh Nayak
Creative team: Neville Shah
Creative team: Minal Phatak
Creative team: Chirayu Palande
Creative team: Archana Singh
Account Management: Prakash Nair, Antara Suri, Neha Shah, Manseerat Sethi, Deeksha Chaturvedi
Planning: Ganapathy Balagopalan, Bhakti Malik, Prasidh Dalvi
Media Agency: Wavemaker India
Published: August 2020
Country: India
Synopsis:
In today’s world, when digital is increasingly becoming the media of preference for brands, Cadbury and Ogilvy India gave a refreshing twist to a classic way to reach out to 3.2 million people with a full page print ad that gave each reader a chance to fill in their personalized Thank You, for each person who makes their lives easier each day. The print ad plays on the insight that everyone has their own unique heroes who make their lives smooth and easy but usually go unnoticed. The copy takes the reader through a typical day in their lives and the people in it. The maids and cooks who pack their dabba, the rickshaw wala who’s a friend now and doesn’t say no to them, the office admin staff who organizes their desk and heats everyone’s dabbas, the society watchman who keeps a close eye on the kids playing around, leaving the blanks for the readers to add the names of the ones who play these roles in their lives, making each ad personal for each reader. The ad was released in 5 languages in 7 publications.