This Diwali, Mondelez India lights up lives of diya makers

Mondelez India celebrates the spirit of Diwali with another heart-warming instalment of ‘Kuch Achha Ho Jaaye, Kuch Meetha Ho Jaaye.’ With its spirited campaign conceptualised by Ogilvy & Mather, the brand wants to brighten the lives of those who have been lighting ours all these years. Just like no festival is complete without celebrations, Diwali cannot be revered in its true sense without illuminating our homes with diyas.

The film showcases Surchand in Rajasthan, a village famously known as the village of diya makers. While they have been lighting up our lives for 50 years, they themselves continue to live in darkness. Mondelez India has decided to install solar panels at their homes, ensuring that Diwali, the festival of lights, holds true for every house in Surchand.

Anil Viswanathan, Director, Marketing (Chocolates), Mondelez India, said, “Cadbury is a brand built on the founding principle of goodness and generosity. The initiative reminds us of how any act of kindness, however small, can bring joy to people around you, thereby building on our strong proposition of ‘Kuch Achha Ho Jaaye, Kuch Meetha Ho Jaaye’. This Diwali, we hope to celebrate the generosity in everyone, showcasing how such moments strengthen human relationships.”

Neville Shah

Neville Shah, Executive Creative Director, Ogilvy & Mather, said, "Brand speak is no longer enough. If you really want to be a brand that matters, you have to be a brand that does. Cadbury has always had generosity at its core. So when Diwali came around, we discovered this village that makes diyas for a living, but doesn’t have electricity for most of the day. The irony was obvious and the solution too was. What if we could light up their lives, the way they light up ours? From there it was only getting it done that was the hard part. And their reactions were totally worth the hard work."

The campaign:

Credits:

Client: Modelez India

Creative Team:  Sukesh Nayak, Neville Shah, Hemant Sharma, Manas Thorat

Planning Team:  Ganapathy Balagopalan, Jasmeeta Mehta

Account Management: Prakash Nair, Neha Shah, Navika Jain, Manseerat Sethi

Production House:  Rising Star

Director (film):  Ali Shabbir

Producer:  Nasir Khan

Ground Partner: The Reach

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