Cadbury Arabia and Memac Ogilvy Celebrate Diwali in the UAE through a Unique Storytelling Experience

Oct. 29, 2024

Bringing the spirit of Diwali to the Heart of the UAE, this Diwali, Cadbury with Memac Ogilvy is launching a unique campaign, highlighting the core values of Diwali through unique stories, with a one-of-a-kind pack-tivation.

Using Augmented Reality (AR), team created an immersive storytelling experience, bringing Diwali stories to life with a creative twist.

By scanning a QR code printed on each box, consumers can immerse themselves in these Diwali stories, narrated in both English and Hindi, bringing the nostalgic warmth of this festival to life. These stories were created with intricate hand-drawn illustrations, made by an Indian illustrator, to capture the essence of Diwali. Additionally, each box also has a significant illustration printed on it, making the boxes stand out amongst other brands as well.

Diwali brings families together in celebration, and Cadbury sought to bring this joy closer to the Indian community living far from their homes, while also extending the festival’s warmth to the broader population of Dubai.

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 learnt how sharing is the biggest gift of all time.

This interactive experience makes Cadbury Miniatures’ Diwali Story Boxes the perfect gift for Diwali, whether for friends, family, or colleagues, adding a personal touch to the festive season.

Brinda Singala, Creative on this project, at Memac Ogilvy said:

"Having recently moved to Dubai from India, the warmth and nostalgia of Diwali hits different. 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.”

 

Lisa Roberts, Marketing Lead for Gulf & Developing Markets at Mondelez Middle East & Africa FZE said:

“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.”