Cadbury Celebrations wanted to do its bit and created a data driven campaign platformed by 'Not Just A Cadbury Ad' to highlight the spirit of generosity in action.

Conceptualized by Ogilvy, Cadbury Celebrations' latest Diwali campaign provides an advertising platform to local retailers, whose businesses would have been impacted by the pandemic. Cadbury Celebrations, Ogilvy and Wavemaker come together to put this campaign into action. Facebook & YouTube helped drive this hyper local data driven campaign that reached out to a large set of audience.

The brand designed a truly unique real-time data experience in a Cadbury ad where it advertised not just for itself but also for thousands of small businesses across India.

The displayed small stores in the ad changed based on the location in which the ad was being viewed. Therefore, a person viewing the ad in Pune would be guided to small stores in Pune, in their vicinity. Similarly, a person in Mumbai or Delhi, would see the names of the small stores in his vicinity.

In short, Cadbury custom-designed hundreds of versions of the same ad, with the relevant geo-targeting based on pin codes. And developed an algorithm that served an ad customized to the viewer based on their geo location. In order to execute this multi-platform activation campaign, Cadbury reached out to 1800+ local retailers across 260+ pin codes in Mumbai, Delhi, Lucknow, Indore & Pune.

Commenting on the campaign, Anil Viswanathan, Senior Director - Marketing (Chocolates), Insights and Analytics, Mondelez India, said: "Over the years, Cadbury Celebrations has become synonymous with festivals in India. This year, more than any other, warrants for acts that signify new beginnings and the potential of goodness in an imperfect world, and our recent Celebrations campaign infuses this thought at the back of evoking generosity. With the proposition of 'Iss Diwali Aap #KiseKhushKarenge', we are putting our best foot forward to inspire people to do what's right, this time with an intention to remind people to support their local retailers. Through this campaign, we hope to share the warmth of this season with the small businesses as we prepare to celebrate one of India's biggest festival."

The ad beautifully captures an Indian family celebrating the occasion of Diwali where the woman of the house gifts something to every member of the family bought from a local store. It ends on a celebratory note urging people to support local stores and add sweetness to everyone's Diwali this year.

Sukesh Nayak, Chief Creative Officer, Ogilvy India, said, "The heart of this campaign lies in generosity, especially in these trying times. This data-driven, localised and personalised campaign captures generosity experienced at a local community level, where we featured local retailers & urged people to remember them while gifting this Diwali.

Customer relationship management (CRM)is a helpful tool for any business aimed to manage all your company's relationships and communications with customers and potential clients. CRM analyzes cusomers data and generate reports building a strong relationship between an organization and customers .

Differenttypes of CRM

solutions help to cope with different business tasks and achieve different business goals. Before making your choice, take into account your business strategy, company's format and type of the product you offer.

Here are four general types of CRM for any business needs:

1. Operational CRM

Operational CRM is the most widespread type with more complex functionality structure among other similar software. The main purpose of operational CRM is generating new leads and it is focused on customers and the direct interaction with them. Its functions are divided into three large categories:

Sales force automation(it is easily integrated with the CRM, and includes the customer contacts tracking system and the system that detects new potential customers);

Marketing automation(it is a complex of solutions focused on the best ways to offer products and approach potential customers). They generate the information beneficial to further business activity, development of new products, promo campaigns, loyalty programs, etc.);

Support automation(it is basically an automated technical support providing the best customer service). If your customers experience any problems with the product, the special feature of the CRM redirects them to the proper person, chatbot or an interactive voice response system.

2. Strategic CRM

Strategic CRM is the best solution for the companies with flexible marketing strategy. It is focused on the cooperation with big clients, who can bring a significant profit to your business without the need to boost the business' performance too much.

3. Collaborative CRM

Collaborative CRM is aimed to provide the streamlined interaction between several business establishments at once offering a set of tools that allow communication support between your business' separate departments. This type of CRM creates efficient strategy of the product, service promotion and presentation to potential clients.

The most popular Collaborative CRMs areSugar CRM,SAP 360 Customer,Microsoft Dynamics CRMandSage CRM.

4. Analytical CRM

Analytical CRM is aimed to collect and analyse the marketing data helping your business acquire new target audiences and retain the old ones. It analyzes customer data, coming from different sources, to get better insights about company's current position on the market. This type of CRM encourages a customer who came across your product or service to become engaged with it evaluating all the advantages of the purchase. One of the most advanced analytical

Question:What is CRM tool used in this campaign explain it in detail