Ad Campaigns
Cadbury Dairy Milk’s ‘Purple Heart’ Campaign Takes on Cyber Bullying
INDIA 2019 : Cadbury Dairy Milk, India’s favorite chocolate brand, recently announced the launch of #HeartTheHate campaign, against Cyber-Bullying in the run-up to this year’s Friendship Day.
Commenting on the launch of this unique campaign, Anil Viswanathan, Director – Marketing (Chocolates), Mondelez India, said, “Cadbury Dairy Milk as a brand, believes that if there’s one thing that can shine a beam of light through the cracks in an increasingly divided world – is Generosity. A little bit of generosity can go a long way and often it’s the smallest things that have the biggest impact. Cyber-bullying is something which affects everyone especially young people as they feel isolated and depressed when they are exposed to it. The #Heartthehate Campaign builds on a very simple insight that when friends post something as simple as a purple heart in response to the trolls, young people feel less isolated and hence the impact of online bullying is reduced. This campaign is another small step to create a big impact towards social issues.”
Increasingly, cyber bullying is becoming a norm, which is a worrying trend across the world. And as per an international survey by Ipsos in 2018, the problem is particularly bad in India, which showed the highest rate of parents confirming instances of cyber bullying. According to the study, 37% of Indian parents admitted that their child was bullied online, especially on social media, with approximately 14% of them reporting that the bullying occurred regularly.
Cyberbullying Is Most Prevalent in India: Ipsos
In 2018, a total of 37% of polled parents across India said their child was bullied online, with 14% of that total saying the bullying occurred on a regular basis.
gular basis.
However, it just takes one person to stand up against such bullies. When that one person stands up, it encourages significant support from others as well. Conceptualized by Ogilvy India and Facebook, the campaign is based on the idea of friends standing up for each other and expressing solidarity with victims by replying with the ‘Purple Heart’ emoticon in response to every troll comment on the victim’s timeline, along with the hashtag #HeartTheHate. This ‘Purple Heart’ emoticon is present on every keypad in the world making it easy for everyone to use it and be a part of this movement. The idea is to give people a visual device (the Purple Heart) to express their support for the people getting bullied thus resulting in an outpouring of positive emotions and support overriding the negativity created by the abuse of online bullying.
Cadbury Dairy Milk is encouraging people to unite against cyberbullying and lend support to a friend by posting a purple heart when they come across a troll or a negative comment on social media platforms. The #HeartTheHate campaign is in line with the company’s objective to continue fostering love for Cadbury Dairy Milk by strengthening its generosity narrative.
Commenting on the campaign, Prakash Nair, Executive Vice President, Ogilvy India said “Today while online/social media has become the youth's hangout place, it is also a place where they face a lot of harassment and bullying. Cadbury Dairy Milk, with its proposition of Kuch Achha Ho Jaaye, Kuch Meetha Ho Jaaye, decided to act on this by arming the youth with a simple weapon to silence the bully – a purple heart emoji. Whenever a friend is getting trolled, all they must do is troll the troller with a purple heart. This simple, generous act of posting a purple heart can help drown out hate comments. Even if one bully is drowned by the purple heart, it will be a worthwhile initiative.
Commenting on the campaign, Siddharth Banerjee, Director, Global Sales Organisation, Facebook India said “We believe the Purple Heart campaign is a great initiative by Mondelez India to champion social good in India. Using the Purple Heart, an easily accessible emoji, is a very visual and native idea for the youth. Facebook is very proud to partner with Mondelez India and Ogilvy in bringing this cause to life.”
The campaign will be supported with a digital film, along with an integrated multi-media marketing campaign, which will include influencers engagements and on-ground activations and is being executed with the help of Wavemaker India.
Please share this Digital Film on your social media platforms and #HeartTheHate
Agency Details
Agency: Ogilvy, Mumbai
Account Management: Prakash Nair, Neha Shah, Navika Jain, Princia Dsouza, Deeksha Chaturvedi, Manseerat Sethi,
Planning: Ganapathy Balagopalan, Bhakti Malik, Prasidh Dalvi
Creative: Sukesh Nayak, Neville Shah, Hemant Sharma, Sagar Jadhav, Mahima Kukreja, Rahul Jagtap, Shibumi Desai
Production House: Caffeine Films
Director: Abhishek Sinha
Executive Producer: Shahzad Bhagwagar
Director of photography: Anuj Dhavan
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.
