Diwali, one of India's most widely celebrated holidays which falls this year on October 31, brings families together in celebration, and Cadbury sought to bring this joy closer to the Indian community living far from their homes, while also extending the festival’s warmth to the broader population of Dubai.
Bringing the spirit of Diwali to the heart of the UAE, Cadbury Arabia in collaboration with Memac Ogilvy Dubai is launching a unique campaign designed to highlight the core values of Diwali (togetherness, inclusivity, light, sharing) through distinct stories, with a one-of-a-kind ‘pack-tivation’.
Using Augmented Reality (AR), the agency created an immersive storytelling experience, bringing Diwali stories to life with a creative twist.
By scanning a QR code printed on each box, consumers can immerse themselves in these Diwali-themed stories, narrated in both English and Hindi, bringing the nostalgic warmth of this festival to life.
These stories were created with intricate hand-drawn illustrations, made by an Indian illustrator, to capture the essence of this important religious festival that takes place annually and lasts for five days, marking the start of the Hindu year.
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.
Being a time to have fun with friends and family, people exchange gifts and sweets, enjoy delicious feasts, watch firework displays and wear new clothes.
Therefore this interactive experience contributes to promoting Cadbury Miniatures’ Diwali Story Boxes as the perfect gift for Diwal. Indeed, each box holds a significant illustration printed on it, making the packaging stand out amongst other brands as well.
"Having recently moved to Dubai from India, the warmth and nostalgia of Diwali hits different,” said Brinda Singala, Creative on this project, at 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.”
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.”
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.”
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
