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Ogilvy Global CEO Devika Bulchandani on Ogilvy Mumbai’s Creative Effectiveness Grand Prix

The winner of India’s first ever Titanium Lion in 2022, Ogilvy Mumbai’s “Shah Rukh Khan My Ad” for Cadbury won the Creative Effectiveness Grand Prix this year

As Ogilvy Mumbai picked up the first Grand Prix for India this year at Cannes Lions 2023 in Creative Effectiveness category, the jury chair Devika Bulchandani, Global CEO, Ogilvy, Global, walked out of the room when the Grand Prix was being discussed.

“I had to walk out of the room and the jurors briefed me on why they picked it,” Bulchandani said.

Announcing the Creative Effectiveness Grand Prix on Day-4 of the Cannes Lions 2023, Bulchandani said, “So the Grand Prix was for Cadbury, which won a Titanium for India last year, and it's the Shahrukh Khan My Ad.”

Bulchandani detailed about what worked in the favour of ad.

“They used AI before there was big conversation all over the place and all over the world about AI. Sales results were undeniable. It fed the ecosystem of economic value because it did bring in small business into it. And it had massive cultural impact. And the last thing I'd say is we always talk about personalisation and scale and this ad was a classic example of personalisation and scale done in an interesting manner, as opposed to, in a creative manner, I might say, as opposed to just a pure data-led story.”

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