The pandemic has had a crippling effect on the economy, particularly smaller businesses. Big brands, with their deep pockets and ad spends are more equipped to fight back, but local businesses and stores do not have that luxury. Ogilvy India and Cadbury Celebrations worked together to lend a helping hand to small businesses struggling during the pandemic. The data-driven campaign created advertisements that doubled as ads for Cadbury and thousands of local businesses—depending on where the viewer was located, they would see an ad for a local business that they could support.
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