This Diwali, Cadbury and Memac Ogilvy UAE launched a campaign blending Augmented Reality (AR) and storytelling to capture the festival’s heart. By scanning a QR code on each Cadbury box, consumers unlocked beautifully illustrated Diwali tales in both English and Hindi, brought to life through the intricate, hand-drawn artwork of an Indian artist. This experience aims to evoke nostalgia, immersing the Indian community in Dubai in the warmth of Diwali traditions, while also sharing the festival’s spirit with the wider UAE audience.
Each box features unique, carefully crafted illustrations, making every piece of packaging a memorable keepsake designed to bridge cultural connections and bring the joy of Diwali to all.
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 learned how sharing is the biggest gift of all time.
“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.”
“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,” added Lisa Roberts, Marketing Lead for Gulf & Developing Markets at Mondelez Middle East & Africa FZE.
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
