This year has been unprecedented on many levels including the way we observe festivals. Even in a country like India where festive spirit usually persists throughout the year, the coronavirus pandemic has completely changed that. For brands, 2020 has been the year that enabled them to be quirkier than ever in terms of ads and campaigns. Where normal Diwali campaigns were launched, this time, they had to go an extra mile to stay relevant and tell their consumers that ‘they care’.
Taking this into consideration, Brandzwatch has listed some of the top companies that have gone above and beyond in launching festive campaigns this year.
Cadbury – Amid the horrors of the pandemic, everyone has realised or embraced the idea of checking in on our loved ones every once in a while. In this regard, Cadbury launched a Diwali campaign that took the idea of togetherness and inclusiveness to a whole another level. Through the use of AI, it created a personalised ad to reach out to almost 2000 local shopkeepers across 260 pin codes whose businesses were promoted through the campaign. Each time the ad was seen by a user, it showed local stores around the specific pin code, thus encouraging the viewer to buy from a local store.
The ad film showcased an Indian family celebrating Diwali wherein a lady of the family bought gifts for every family member from local stores. The message was clear – To support our local stores.
Cadbury, formerly Cadbury’s and Cadbury Schweppes, is a British multinational confectionery company wholly owned by Mondelez International (originally Kraft Foods) since 2010. It is the second largest confectionery brand in the world after Mars. Cadbury is internationally headquartered in Uxbridge, west London, and operates in more than 50 countries worldwide. It is known for its Dairy Milk chocolate, the Creme Egg and Roses selection box, and many other confectionery products. One of the best-known British brands, in 2013 The Daily Telegraph named Cadbury among Britain’s most successful exports.
Aegon Life Insurance – Aegon Life insurance, on the other hand, launched a campaign #TensionSeAzaadi that expressed various emotions of freedom embraced by people during uncertain times like today. Rolled out during India’s Independence Day, the campaign reflected the digital insurance brand’s essence of providing a secure future with effective insurance solutions. In the film, the meaning of ‘Azaadi’ is juxtaposed with the importance of our day-to-day essentials such as financial security. In the end, it conveyed the message that even though the need to fulfil our desires and wants may never cease, a financially safe and secured future is something that should never be compromised.
Aegon Life Insurance Company (formerly known as Aegon Religare Life Insurance Company) is an Indian life insurance company, founded in 2008 with headquarters in Mumbai, India, offering individual and group insurance online and offline.
It is a joint venture between Dutch Aegon N.V., a multinational insurance, pensions and asset management company, and The Times Group (also called Bennett Coleman & Co. Ltd), one of India’s largest media conglomerates.
Aegon Life Insurance’s distribution channels include banks, individual agents, brokers, and corporate agents, bancassurance partners, among others. The company offers term insurance plans, savings and investment plans, child plans, and unit-linked insurance plans (ULIPs). In May 2018, the company launched the ‘iTerm’ plan, which offers insurance cover up to 100 years. It launched a new version of its ‘iTerm’ Insurance Plan in November 2019 that provides regular monthly income after the age of 60.
Great Learning – Amid the pandemic, the role of e-learning apps has become more pronounced. Therefore, earlier in November, ed-tech company Great Learning launched #NewBeginning Diwali campaign for its learners. As a part of the campaign, this online learning platform had been offering free career counselling opportunities to the students and professionals alike. With the pandemic compelling companies to lay off their employees, the move by Great Learning was in its bid to help people land better job opportunities.
Great Learning offers career-relevant programs from world-class universities in the most in-demand domains. With best in class completion rates, learner satisfaction and career transitions, when you learn from Great Learning, you #PowerAhead.
Pepperfry – The new marketing campaign by furniture and home marketplace Pepperfry sought to encourage Indians to celebrate Christmas all the while changing consumers’ mind-set with regards to the way Christmas is being celebrated conventionally. Based on the theme ‘Christmas is for everyone’, the campaign film captured a tender relationship between an elderly mother and her son and how Pepperfry furniture serves as a catalyst in their emotional narrative.
Pepperfry is an online furniture and home decor marketplace based in India. Founded by former eBay executives Ambareesh Murty and Ashish Shah in 2011, the company’s headquarters is located in Mumbai, India and has presence in 28 cities in India including Bengaluru, Mysore, New Delhi, Chandigarh, Pune, Noida, Gurugram, and others.
In May 2019, Pepperfry was named among the ‘top 10 start-ups’ by Entrepreneur (magazine).
The year sure has been turbulent but it is commendable how brands have been doing their best in washing away the negativities with their quirky adverts. With the year nearing an end, here is Brandzwatch wishing business across all spheres of industries a very Happy New Year!
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