Cadbury Celebrations’ latest campaign allows birthday gifters to create a customized #MyBirthdaySong specially woven with likings and shared memories.
Popular chocolate gifting brand Cadbury Celebrations is making birthdays even more special by targeting one of the most important aspects of the occasion: the “Happy Birthday” song.
This campaign was conceptionalized with agency partners Ogilvy and Wavemaker along with technology partners Gan Studio and Uberduck. Through it, Cadbury Celebrations wishes to highlight how the jingle that’s the same in every language can also capture the uniqueness of the person being celebrated.
To bring forth its goal of customized, heartwarming birthday songs, Cadbury Celebrations has introduced new-to-market tech which uses four types of AI tools to ‘personalize b’day songs’. These types include: AI-generated lyrics, AI-composed music, AI generated vocals and real-time generation of personalized songs.
To transform this dream to action, Cadbury Celebrations has created a microsite, a custom platform created by ADSMN Interactive Pvt Ltd, in order for their users to share information about what makes their person so special to them, including heartwarming details like nicknames and prized memories. The digital tool does the rest, creating heartwarming birthday songs full of these special details. What’s more, users can set the song to their preferred music genre, including several options like rap, classical and hip-hop. They can also download it as a video with the lyrics playing in sync with the vocals in the video, which will make it easy for them to sing along. Sounds fun, right?
Nitin Saini, Vice President, Marketing, Mondelez India, expressed heartfelt delight for this campaign, saying that in every culture and language, the lyrics and tune of the “Happy Birthday” song have remained the same for over 120 years. However, since each person is special in their own way, the core message of the campaign is to make people feel more valued and cherished on their birthday.
Sukesh Nayak, Chief Creative Officer, Ogilvy India, was similarly enthusiastic about making birthday gifting and celebrations more personalized and delightful than ever before. By engineering a transformative AI and machine-learning-aided technology, people will be able to create 8+ billion birthday songs for a planet of 8+ billion people. Nayak strongly believed that AI-enabled human idea will allow people to express how much their loved ones mean to them.
Shekhar Banerjee, Chief Client Officer & Office Head – West, Wavemaker India, commented that birthdays are the biggest gifting occasions, they only come once a year and are very personal. Cadbury Celebrations therefore had to have a different approach for birthdays, and anchored their solution to create a thoughtful gifting experience. This was aided by tech and data, which helped them create an exclusive gift every year.
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