Social media algorithms are biased towards popular pages, so a lot of other relatable happy moments go unnoticed.

Cadbury Dairy Milk India has unlocked happy videos. Ogilvy and Cadbury created a one of its kind algorithm that mines videos with happy hashtags to filter and create a bank of the ones with low views and like counts automatically, as a part of its #HeartTheHappiness campaign.

Cadbury used its algorithm and Instagram guide section to allowing people to acknowledge the happiest moments of 2022 and end the year on a meetha (sweet) note.

Nitin Saini, vice president – marketing, Mondelez India, commented, “Over the years, Cadbury Dairy Milk has created and celebrated indefinite moments of kindness through an array of purposeful storytelling. This includes some well celebrated efforts of acknowledging the unacknowledged during the cricket season and adding ‘meethas’ to everyday relationships by melting power distances. Adding yet another dimension to the existing generosity narrative, with #HeartTheHappiness we aim to look beyond what’s popular and what the platform’s AI wants to show you, and guide people to channel their inner acchai and partake in others’ not-so-popular happy moments.”

Sukesh Nayak, chief creative officer, Ogilvy India, added, “We believe that digital has the power to create new experiences that bring us closer together in the most real and heartfelt ways. With our latest initiative #HeartTheHappiness, we engineered a transformative social experience that beats the algorithms and puts the power of discovery back in people’s hands. What’s beautiful about this idea is that it leverages technology to enable every Indian to be a part of real and heartfelt moments of others happiness, which otherwise remain hidden. These are India’s happiest reels – moments of happiness that never made it to mainstream media or news.”

The campaign’s digital film will be amplified through print media and influencer engagement.

Credits
Agency: Ogilvy 

Agency Team: Sukesh Nayak, Neville Shah,Yogesh Pradhan, Minal Phatak, Saurav Das, Chirayu Palande
Pranav Sawant, Hirol Gandhi, Maninder Bali, Antara Mitra, Parshuram Mendekar Manseerat Sethi, Deeksha Chaturvedi, Ganapathy Balagopalan, Bhakti Malik
Nikhil Chinnari, Anushka Mukherjee

Production Company: Delta X
Media: Wavemaker