In support of small businesses that suffered during covid, Cadbury helped local owners by using India's biggest brand ambassador, Shah Rukh Khan, alongside deep machine learning to show the actor saying names of local stores and brands.

Deepfakes were used to recreate Khan's face and voice to take the local store names in the ads. Different versions of the same ad with local store names were targeted as per the pin code of the viewer, showing them only nearby stores. People were able to create their own version of the ad, allowing any small business owner to promote their stores on social media pages and apps such as WhatsApp.

During Diwali, Not Just A Cadbury Ad gave 'power to the people' to create their own business with the Bollywood star turning into a personal brand ambassador for more than 85,000 struggling retailers using deepfake technology to help local business grow. The campaign yielded unprecedented results such as delivering 22% higher VTRs and 18% higher CTRs. More than 105,000 users logged on to the website to create their own version of the ad. A total of 139k versions of the ad were created which were circulated through WhatsApp and other social media. The personalised campaign won a Titanium Lion award at Cannes Festival.

Who created the deepfake?

Cadbury
Rephrase.ai
Wavemaker
Ogilvy

Was the content disclosed as a deepfake?

Yes

Was the deepfake consensual?

Yes

How was the deepfake created?

Deepfake Software
Video Editing
Rephrase.ai
Wavemaker