Ad Campaigns
Cadbury Celebrations’ new campaign makes birthday celebrations a little more special, a little more personal!
Mumbai: Cadbury Celebrations, India’s chocolate gifting brand, has made birthdays even more special with its latest campaign. Over the years the brand became integral to the way India celebrated festivities, and as the next step towards growth, Cadbury Celebrations is redefining one of the most celebrated days across the world – Birthdays – by targeting the most fundamental aspect of the occasion: the ‘Happy Birthday’ song. Conceptualised along with our partners Ogilvy and Wavemaker, as well as technology partners Gan Studio and Uberduck, the campaign allows the gifter to make their near and dear ones feel more loved by creating a customized #MyBirthdaySong, intricately woven with likings and shared memories of the giftee.
Through the campaign, Cadbury Celebrations aims to highlight how the jingle that’s the same in every language can now capture the uniqueness of the person being celebrated. To bring to life its unique vision of birthday celebrations, the brand introduced this new-to-market tech which uses 4 types of generative AI tools to ‘personalize b’day songs’, namely AI generated lyrics, AI composed music, AI generates vocals and real-time generation of personalized songs.
To put this to action, Cadbury Celebrations created a microsite, https://cadburymybirthdaysong.com, a custom platform created by ADSMN Interactive Pvt Ltd for users to share information about what makes the person so special to them, such as nicknames, anecdotes, and prized memories. The digital tool then creates custom birthday song lyrics embellished with these details. Users can also set the song to their preferred music genre, including options such as rap, hip-hop, and classical. They can also download it as a video with the lyrics playing in sync with the vocals in the video to make it easy for them to sing along thus, providing a new tech-enabled twist on an age-old tradition.
Speaking on the announcement, Mondelez India (VP marketing) Nitin Saini said, “In every culture, every language, the lyrics and tune of the ‘Happy Birthday’ song have remained pretty much the same since it was first published over 120 years ago. But each person is special in their own way and the celebrations on their special day should reflect that. That is the core idea behind this campaign: making people feel more valued and cherished on their Birthday, which perfectly integrates with the brand’s proposition to make every occasion special. With #MyBirthdaySong, we are unlocking a whole new element of sharing and caring by giving a personal twist to a long-standing tradition. With this campaign, we aim to be at the heart of the tender and loving moments that people share with their friends and family. We are confident that our consumers will take to this novel way of elevating birthday celebrations and surprise those near and dear to them with a special song for their special day!”
Ogilvy India CCO Sukesh Nayak said, “At Mondelez and Ogilvy, we’ve always created experiences that delight our customers when exceptionally strong human insights collide with breakthrough technologies in the most unexpected ways. With Cadbury Celebrations, we saw an opportunity to make birthday gifting and celebrations more personalized and delightful. For a planet that’s home to over 8+ billion people, each unique in their own way, isn’t it just amazing that we have the same one birthday jingle celebrating them all?
Building further on our generosity platform, we wanted to make Birthday gifting special, thoughtful and generous. We built a platform by engineering a transformative AI and machine-learning aided technology that will help people create their own unique personalized ‘Happy Birthday’ songs for their loved ones in real time. That’s maybe 8+ billion birthday songs, for a planet of 8+ billion people. We believe this delightful AI-enabled human idea will enable everyone to express how much their loved ones mean to them by making them feel truly special on their birthdays.”
Wavemaker India chief client officer & office head – West, Shekhar Banerjee added, “Birthdays are the biggest gifting occasions however, they are year-round, one to one and very personal. While Cadbury Celebrations is one of the most preferred gifts during festive occasions, approach for birthdays had to be different. We anchored our solution to create a ‘thoughtful gifting experience’. With the help of tech and data, we focused on creating a seamless and exclusive gift that every giver and the recipient is proud of sharing.”
As a process, the entire song, including the vocals, is created by a unique generative AI solution created by Ogilvy Creative Tech & Innovation Team in partnership with GanAI & Uberduck Inc. Basis the answers shared by the user and the choices made, Uberduck’s Generative AI engine creates unique lyrics which are then sung by custom created vocal models by GanAI on the fly, and then mixed & mastered with AI generated music by Uberduck’s proprietary AI remix technology for rap output. The end result being a unique #MyBirthdaySong.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
