Mumbai: As the country gears up to celebrate Diwali, Cadbury Celebrations has rolled out a new campaign "#ShopsForShopless" to celebrate the power of communities coming together through technology-enabled solutions. The launch will be supported by a 360-degree communication campaign with amplification across media touchpoints.
The campaign's goal is to empower and support those who do not own permanent stores.
After promoting local businesses for the last two years that were impacted by the pandemic, the brand has elevated the festive fervour by extending a helping hand to local hawkers. The brand will be leveraging QR code technology through which users can scan a Cadbury Celebrations pack to identify nearby hawkers and the products sold by them. It’s a seamless interface wherein consumers can also promote and set up a virtual shop for their locally known hawkers by adding simple details like vendor name, phone number, and a few product images onto the website. Once registered, anyone can shop for the products via a phone call, SMS, or even a video call. Thus, enabling hawkers to continue their business without the hassle of finding a new spot every day, through their shop on the internet!
Weaving purpose into one more heartwarming campaign, this effort will promote thousands of hawkers across the country.
Speaking about the campaign, Mondelez India vice president of marketing Anil Viswanathan said, "Right from gifting to indulging in sweets, Cadbury Celebrations, over the years, has found its sweet spot across festivities and become an intrinsic part of family celebrations. After our previous "#NotJustCadburyAd," which was recognised and lauded globally for supporting small business owners, we wanted to take the act of generosity a step further this year. Looking beyond small businesses, we collectively realised how Diwali is an important period for hawkers, but their business is often affected due to having no permanent spot to sell their products. Building on this insight and keeping purpose at the core of our strategy, we conceptualised "#ShopsForShopless," an effort to give hawkers a permanent virtual store. We hope our latest tech-enabled effort strikes an emotional chord with the audiences, leading them to participate in small acts of generosity for a brighter and sweeter Diwali."
Ogilvy chief creative officer Sukesh Nayak added, "Diwali is an important period for hawkers, but their business is often affected due to lack of a permanent spot/shop to sell the products. So, building on our generosity platform, this campaign is going beyond small businesses. It is an effort to give hawkers, who have no space, a permanent virtual spot to sell their products. To execute this idea, Ogilvy partnered with DeltaX to develop a tech platform which can help connect buyers to hawkers near them. We hope this tech-enabled solution connects at an emotional level with millions of our customers, making them scan the box to connect with hawkers near them and help make their Diwali sweeter too."
"As OneWPP, we are attempting something very audacious this year during Diwali. This will be a seamless tech platform to connect buyers to the unorganised retail owners, who we often refer to as hawkers or street vendors in this country. This tech infrastructure will not only make our generosity campaign more inclusive, but with the "#ShopforShopless" campaign it can potentially transform the way we shop in the future," said Wavemaker India chief client officer & office head – West Shekhar Banerjee.
