To bring the spirit of Diwali to the UAE, Cadbury Arabia, with Memac Ogilvy, has launched a campaign to highlight the core values of Diwali through immersive storytelling, with what it calls a ‘one-of-a-kind pack-tivation’.
Using augmented reality (AR), the brand has created an immersive storytelling experience that customers can interact with on its seasonal Diwali packaging.
By scanning the QR code printed on each box, consumers can immerse themselves in these Diwali stories, narrated in both English and Hindi.
The stories were created with intricate hand-drawn illustrations, made by an Indian illustrator, in an effort to capture the essence of Diwali. The variety of illustrations aim to make the boxes stand out amongst other brands as well.
Lisa Roberts, Marketing Lead for Gulf & Developing Markets at Mondelez Middle East & Africa FZE said: “The Cadbury Miniatures’ Diwali Story Boxes will be available throughout the UAE this festive season, encouraging everyone to share in the values of togetherness, inclusivity, and light that make Diwali special.”
Cadbury Arabia sought to bring the joy of family time and togetherness to the Indian community living far from their homes, while also extending the festival’s warmth to the broader population of Dubai.
“Having recently moved to Dubai from India, the warmth and nostalgia of Diwali hits differently,” said Brinda Singala, Art Director, Memac Ogilvy. “With this campaign, we wanted to bring Diwali closer not only to the Indian community but also to everyone who is part of this beautiful, multicultural country. Diwali is a celebration of light, love, and inclusivity, and we want everyone to be a part of it.”
The agency said each story is told from a different perspective – from a grandmother preparing a festive feast with immense joy for her family, an expat experiencing her first Diwali celebration, a young boy discovering how loved ones bring the brightest light into our lives, to a girl who learnt how sharing is the biggest gift of all time.
Jean-Pierre De Villiers, Creative Director, Memac Ogilvy said, “The team poured their hearts into this meaningful campaign, super proud of them for spreading the joy of the festival throughout the UAE. We’re really grateful to our wonderful client for trusting us with this vision to celebrate and share the stories of Diwali.”
The interactive experience aims to make Cadbury Miniatures’ Diwali Story Boxes the perfect gift for Diwali, whether for friends, family or colleagues, adding a personal touch to the festive season.
CREDITS
Agency: Memac Ogilvy Dubai
Hadi Ballout – Managing Director, Advertising – UAE
Gautam Wadher – Chief Creative Officer
Ishana Tolani – Business Director, Advertising
Jean-Pierre De Villiers – Creative Director
Brinda Singala – Art Director
Faraz Khan – Associate Creative Director
Lakshmy Nair – Copywriter
Aya Ramadan – Graphic Designer
Antonio Geagea – Head of Animation
Eliane Kaydouh – Senior Motion Designer
Hussein Krayem – Head of Content and Production
Juan Encarnado – Senior Content Creator
Ahmed Elbeshbishy – Content Creator
Firas Bedaywi – Associate Account Director
Laura Karam – Sr. Account Manager
Bhaskar Bateja – Head Of Strategy
Nadia Miranda – Strategy Director
Jaison George – Studio Manager
Sharath Krishnan – Finalizer
Client: Mondelez Middle East & Africa FZE
Lisa Roberts – Marketing Lead for Gulf & Developing Markets at Mondelez Middle East & Africa FZE
Aninda Gosh – Marketing Manager chocolates for Gulf & Developing markets
Mohamed Hady – Brand Manager Chocolates for Gulf & Developing markets
Emeel Bishay – Corporate & Government Affairs, Middle East
SPARK
Amine Al Adem – Business Lead
Sarah Eid – Associate Business Director
Sai de Villeres – Media Manager
Maria Najjar – Senior Media Executive
Yasmine Saab – Associate Business Director – Social Content
Shrouk Badawy – Manager – Content
Haya El Koussa – Executive – Content
Tech Partner: Ogilvy India
Rajneesh Bolia – National Head, Creative Technology
Dishant Malik – Client Services Director – Creative Technology
Vaishali Mange – Management Supervisor, Creative Technology