Campaign India Team
Feb 16, 2022

Cadbury jumps into cancel-culture debate

With Ogilvy and Wavemaker, the brand used AI to insert 'disclaimers' before popular YouTube videos, making fun of the concept of 'cancel culture' while promoting its Perk brand.

Mondelez India’s Cadbury Perk has rolled out a clever campaign titled, 'Cadbury Perk Disclaimers’ to highlight the overly sensitive nature of online culture.

With Ogilvy India and Wavemaker India, the brand creaed a collection of preroll ads that appear to be 'disclaimers' about the YouTube film a user is about to view. 

One example, appearing before a cooking video warns of "graphic violence against carrots". Another, placed before a video about a game of checkers, warns about "disturbing scenes of discrimination based on colour". 

In line with the Perk product, which is light and airy, the campaign aims to encourage people to lighten up, which aligns with the brand’s proposition of ‘Take it light’.

According to Sukesh Nayak, chief creative officer at Ogilvy India, the team created disclaimers for the most trending videos and top video searches and then used back-end automation to "further customize them for countless videos".

"To give the campaign scale, we needed to find the content most watched by the youth," added Shekhar Banerjee, chief client officer at Wavemaker India. "Since this could mean a massive number of videos, we leveraged the power of AI and automation to create custom ad versions and deployed them against the video[s] which suited [them] the most." A custom API created with Google helped to get a pulse on the most trending videos on YouTube, he added.

Campaign India

Related Articles

Just Published

2 hours ago

Creative Minds: Charlene Chua on architecture, ...

From once being suspended at school to traveling the world for inspiration, Charlene Chua's "fairytale start" as a creative has turned into a lifelong pursuit for growth, underscored by fantasy and passion.

3 hours ago

New SkillsFuture campaign encourages Singaporeans ...

Created in partnership with Fiftyfull, the timely film and adjacent assets shine a spotlight on the significance of overcoming learning barriers in a precarious economic climate, and giving yourself and your family a chance at a better future.

8 hours ago

Woes for Woolies: Woolworths CEO Brad Banducci ...

Australian supermarket Woolworths found itself in the midst of a reputational blitz this week, as CEO Brad Banducci walked out of a major Australian interview when pressed on unfair pricing tactics, then announced his retirement days after.

8 hours ago

TBWA Thailand appoints Wolf BKK co-founder as group CEO

Effective immediately, Phannika Vongsayan, an Ogilvy and Wolf BKK veteran, will work with the existing executive leadership to drive the transformation of TBWA Thailand.