MAM
SRK turns brand ambassador for small businesses in Cadbury’s Diwali ad
MUMBAI: Mondelez India has brought back its Cadbury Celebrations initiative where it advertised not just for itself but also for thousands of small businesses across India through its ‘Not just a Cadbury ad’ campaign. Only, this time it got actor Shah Rukh Khan to be the brand ambassador for all the local shops.
Conceptualised by agency partners – Ogilvy India and Wavemaker, the second edition of the initiative is part of the ‘Iss Diwali Aap #KiseKhushKarenge?’ campaign. “2020 was a whirlwind of a year, followed by an unhurried 2021. The lockdowns proved to be an ambush, especially for small businesses. The launch of the ‘Iss Diwali Aap #KiseKhushKarenge’ campaign was our way of lending support to those local ventures, helping them build resilience,” said Mondelez India senior director – marketing Anil Viswanathan.
On the launch of the second edition of the campaign, he said, “We are thrilled to onboard the nation’s most beloved and talented actor, Shah Rukh Khan as the face of the current campaign. We have also partnered with Rephrase.ai who helped us leverage the might of AI, and help local business owners to light up their brands with a special personalized ad. Not only bringing their audiences closer but igniting interest amongst newer ones.”
The campaign was first launched in 2020 to promote local businesses across the country. The current edition takes it a step further – in addition to the brand films, the local retailers get to make a version of these ads for their stores, using the AI-Powered technology developed by Rephrase.ai. The first-of-its-kind initiative aims to support small businesses, by helping them create unique and scalable avenues of engagement with their consumers.
“We used the power of AI Tech to help numerous small store owners create their very own personalised ads. We hope that this initiative helps boost the sales of small store owners and makes their Diwali sweeter,” Ogilvy India chief creative officer, Sukesh Nayak said.
Built on the narrative of Kuch Accha Ho Jaaye, Kuch Meetha Ho Jaaye, the AI-powered hyper-personalised ads will feature more than 2000 grocery, retail, consumer electronics, home décor, clothing, furniture, and jewelry stores across the country, highlighted by pin codes across North, East & West Zones.
Wavemaker India’s chief client officer, and West head- Shekhar Banerjee further added, “Consumer and local store outlook is still subdued, and we felt it was relevant this year to continue to extend our support to local retailers. True to our philosophy of leveraging data and tech in crafting all consumer experiences, we have pushed ourselves to greater heights and more inclusivity. This year we’re also adding a way for local stores as well as consumers to create their personalized ads and promote themselves or to support their local retailers.”
The campaign will not only promote these 2000+ stores but also provide access to consumers and shopkeepers alike to make an ad for their favorite local store on notjustacadburyad.com, said the brand. The campaign will also be promoted through hyperlocal outdoor ads in different localities with a ticker that displays the names from a specific area.
When you plan to buy medical insurance for your family, the first question is often about savings. You may assume that buying online automatically means paying less, but that is only part of the picture. The real issue is not just whether the premium looks lower, but whether the policy gives you suitable family health insurance without adding avoidable costs later.
Buying online can sometimes appear more budget-friendly because you can compare plans, review features, and complete the process without depending entirely on offline assistance.
Still, a lower visible price does not always mean better value. To understand whether you can truly save more, you need to look at the full buying experience and the policy terms together.
Why Online Purchase Can Look More Economical
When you explore family health insurance online, you usually get access to plan details in a more direct and organised way. This can make the buying journey feel simpler and more transparent.
A few reasons online purchases may seem cost-effective include:
● Easier comparison of policy features
● Direct access to premium details
● The ability to review inclusions and exclusions at your own pace
● Fewer chances of making a rushed decision
● More control over the plan selection process
This does not mean every online option is automatically cheaper. It simply means the online route may help you assess choices more carefully, and that itself can influence how much value you get from the policy you choose.
Saving Money is Not Only About a Lower Premium
A lower premium often catches your attention first, but that should not be the only measure of savings. If you buy medical insurance based only on what looks affordable at the start, you may overlook conditions that matter later.
A family health insurance policy should be judged on overall value, including:
● The scope of cover
● Waiting period terms
● Exclusions
● Room eligibility conditions
● Sub-limits, if any
● Claim-related terms
● Renewal conditions
If the premium is lower but the policy has stricter internal conditions, the apparent saving may not feel meaningful when you actually need hospitalisation support.
So, the better question is not only whether online purchase costs less, but whether it helps you select a plan that remains financially sensible over time.
Comparing Plans Online Can Prevent Overspending
One clear advantage of the online route is that it allows you to compare different options without pressure. This can help you avoid paying for features you may not need or missing features that matter for your family.
Before you buy medical insurance online, look closely at:
● Who can be covered under the plan
● How the sum insured works for the family
● Whether day care procedures are included
● How pre-existing illness rules are explained
● Whether add-ons are optional or built in
● How clearly the policy wording is presented
This level of comparison can support better decision-making. In many cases, savings come not only from the premium itself but from choosing a policy with fewer surprises.
Online Discounts Should be Viewed Carefully
Online discounts can make a plan look attractive, but they should always be read alongside the policy details. A discount may reduce the upfront cost, yet the true worth of the policy depends on what it covers and how it responds during a claim.
When reviewing discounted online plans, check whether the policy has:
● Treatment-specific limits
● Room rent restrictions
● Co-payment clauses
● Disease-wise waiting periods
● Claim deductions linked to the hospital category
● Limited cover for selected benefits
These points are important because a policy that looks cheaper at purchase may involve more out-of-pocket spending later. That is why discount-led buying should be replaced with detail-led buying.
Final Thoughts
Yes, buying online can sometimes help you save more when choosing family health insurance, but only if you look beyond the headline price. The online route may give you better visibility, easier comparison, and more time to review the policy terms.
That can support smarter choices and may reduce the chances of paying for a plan that does not suit your family well.
If you want to buy medical insurance online, treat savings as more than a discount. The real advantage lies in choosing family health insurance that balances affordability, clarity, and meaningful coverage for your household.
