A CASE STUDY ON DEEP FAKE USE IN ADVERTISEMENT BY

CADBURY AD CAMPAIGN
Advertisement with Shah Rukh Khan Using Deep Fake

INDIVIDUAL ASSIGNMENT

SUBMITTED TO: SUBMITTED BY:

Dr. Anuja Shukla Abhishek Tyagi
PGFB2205

JAIPURIA INSTITUTE OF MANAGEMENT

A-32 A, Sector 62, Institutional Area, Noida- 201309 (U.P.)
Supporting Local Retailers This Diwali | Not Just A
Cadbury Ad Campaign Video

https://www.youtube.com/watch?v=5WECsbqAQSk&t=89s (Cadbury, n. d.)

DESCRIPTION
Cadbury’s recent 2021 Diwali campaign was revolutionary as it employed AI-generated
deepfakes of Shah Rukh Khan. These personalized video ads instead of promoting Cadbury,
displayed local businesses, with Shah Rukh saying their names and locations and wishing the
audience a Happy Diwali. With this initiative Shah Rukh’s immense popularity was leveraged
to target wider audiences in a bid to increase support for local businesses during the festive
season.
By allowing companies to submit their business information, Cadbury helped create bespoke
advertisements that embodied community building and originality. However, bear in mind that
these weren’t endorsements from Shah Rukh for Cadbury. This new way of using deepfake
technology has provoked conversation on its implications as well as ethical implications.
Basically, unlike the conventional celebrity endorsement methods that characterized previous
Cadbury Diwali campaigns which aimed at supporting communities and giving local
enterprises an innovative route through which they can communicate with consumers in
socially responsible ways, this campaign was different; it used artificial intelligence generated
versions of Shahrukh Khan. (Campaigns of The World, (COTW), n.d.)

THE MAKING
1. Collaboration: Cadbury worked together with Rephrase.ai, an AI-powered video
personalization platform, as well as the agencies Ogilvy and Wavemaker.
 2. Data & Training: Rephrase.ai used existing video footage of Shah Rukh Khan and
trained their AI models to map out his facial expressions, voice, and lip movements.
3. Personalization Engine: Businesses uploaded their details, and the AI generated
personalized videos where Shah Rukh mentions their name and location. This created
a hyper-local and unique advertising experience.

CHALLENGES FACED
1. Difficulties Encountered: Ethical Implications: The use of deepfakes in advertising
raised questions about potential misuse and deception. Cadbury addressed this concern
by openly acknowledging that the advertisements were AI-generated.
2. Technical Challenges: Producing realistic facial expressions and aligning lip
movements with generated speech required sophisticated AI algorithms and meticulous
optimization processes.
3. Scalability: Creating mass-customized videos for multiple businesses meant
establishing a robust AI infrastructure and streamlining production workflows.

RESULTS
1. Success: It gained significant attention, trending online and receiving favorable
feedback for its novel approach to aiding local businesses.
2. Impact: #NotJustACadburyAd exemplified the possibilities of AI-driven personalized
advertising, providing a template for future campaigns employing similar technology.
3. Discussions: It sparked conversations regarding the ethical use of deepfakes,
emphasizing the need for responsible guidelines as this field unfolds.

PESTEL ANALYSIS OF TECHNOLOGY USED IN DEEP FAKE FOR

ADVERTISEMENT
POLITICAL
1. Trade Regulations: The use of Shah Rukh Khan's image raises concerns about deepfake
regulations in some countries, requiring careful compliance.
2. Data Privacy: The campaign's collection of business information increases concerns
about data privacy and compliance with regulations like GDPR.

ECONOMIC:
1. Campaign Cost: Due to the technology and personalized approach used, the cost of this
campaign may be higher than traditional advertising.
2. Economic Impact: The campaign's effectiveness in directing consumers to nearby
businesses can lead to a positive economic impact in the communities involved.

SOCIAL
1. Ethical Concerns: There were ethical concerns about the possible misuse and
manipulation of deepfakes. Transparency and responsible use were vital for the
campaign's success.
2. Cultural Sensitivity: The campaign required cultural sensitivity to Diwali customs and
the image of Shah Rukh Khan in the Indian community.
TECHNOLOGICAL CONSIDERATIONS:
1. Deepfake Technology: The campaign demonstrated AI's potential for personalization
and engagement in advertising.
2. Accessibility: The technology used might not be easily available to all businesses,
potentially limiting the campaign's reach.

ENVIRONMENTAL:
1. Energy Consumption: AI technology and video processing could consume a lot of
energy, which raises concerns about the environmental impact.
2. Data Storage: Storing and managing all the personalized video data could also have an
environmental impact if it's not done sustainably.

LEGAL
1. Copyright and Intellectual Property: Using Shah Rukh Khan's image required legal
agreements and considerations of intellectual property rights.
2. Data Protection Laws: The campaign had to comply with data protection laws related
to collecting and using business information.

ANALYSIS OF CUSTOMER INTERACTIONS

POSITIVE FEEDBACK ON THE CADBURY DIWALI AD

1. Innovation: People liked the use of deepfake technology, considering it futuristic and
attention-grabbing.
2. Personalization: Viewers appreciated seeing their favorite shops mentioned by Shah
Rukh Khan, feeling valued and connected to the campaign.
3. Community Support: Consumers praised Cadbury for supporting local businesses
during Diwali, making them feel good about choosing a brand that cares.
4. Engagement: The ad was shared with friends and family, sparking conversations about
technology and Diwali.

NEGATIVE FEEDBACK ON THE CADBURY DIWALI AD

1. Deepfake Concerns: People express discomfort with the use of deepfakes in the
campaign, finding it unsettling and raising questions about authenticity.
2. Transparency: There is a desire for more clarity and explanation regarding the
technology behind the campaign, as it currently feels enigmatic.
3. Shah Rukh Khan Focus: Some recipients feel that the focus on Shah Rukh Khan
overshadows the emphasis on local businesses, distracting from the intended message
of the campaign.
4. Accessibility: There is concern that smaller businesses may lack the resources to
participate in the campaign, leading to their exclusion from the intended support.

The campaign garnered attention and audience participation, but customer responses varied.
Some appreciated the innovation and customized nature of the campaign, while others voiced
concerns about the use of deepfake technology and the overemphasis on Shah Rukh Khan.
BIBLIOGRAPHY
Cadbury. (n.d.). Supporting Local Retailers This Diwali | Not Just A Cadbury Ad Campaign
Video. Retrieved from https://www.youtube.com/watch?v=5WECsbqAQSk

Campaigns of The World, (COTW). (n.d.). Retrieved from

https://campaignsoftheworld.com/technology/cadbury-not-just-a-cadbury-ad/