Cadbury Celebrations takes hyper-personalised brand communication a step further by allowing small local businesses to make India's biggest celebrity – Shah Rukh Khan – their own brand ambassador. The AI generative technology creates a digital avatar of Shah Rukh Khan by recreating his face and voice, one for each of the four types of shop in the Cadbury distribution network: fashion, footwear, general and electronics. The local store owners were also given a platform to create and share their own versions of Shah Rukh Khan-My-Ad where he promotes their individual stores.
What did the judges have to say?
"I’m immediately touched by this new form of digital charity – such a degree of generosity for someone of such stature to provide free copyrights for small-scale shops to use. With malicious activity going on today, such as Deepfakes, I’m proud to see this brand using modern technology in the right way. I think it’s beautiful, touching and brilliant."Giant Kung, Chief Creative Officer & Writer, Ogilvy Taiwan
"The generosity of the work with the stores that sell the product."Ingrid Lira, General Creative Director, Puerto