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Library/Campaign/Shah Rukh Khan-My-Ad
Grade B17 sourcesHIS-00496

Shah Rukh Khan-My-Ad

Campaign · 2021 · Niche

30Editable slideCertificate

Cadbury's AI tool put Shah Rukh Khan in ads for local shops; WPP claims 130,000 ads.

Ogilvy and Wavemaker: #NotJustACadburyAd and Shah Rukh Khan-My-Ad
WPP
Shah Rukh Khan My Ad - Wavemaker Global
Wavemaker
Mondelez | Shah Rukh Khan-My-Ad
The One Club for Creativity
Shah Rukh Khan and Cadbury’s sweet message wins the admiration of fans online
Taken Not Stirred
Cadbury and Shah Rukh Khan Enlist the Help of AI to Promote Hundreds of Small Businesses This Diwali
Little Black Book (Wavemaker India contribution)
Personalized Video Ads by Film Star Highlight the Risks and Rewards of Deepfake Technology
Commsrisk
Cannes Lions: Creative Effectiveness winners 2023
Contagious

Spread Score

How it works
Reach10Contagion35Breadth10Velocity87LongevityNo data yet30

Numbers

Impressions (Cannes case study)
1.4M
Self-reported · WARC (Cannes case-study summary)
Seed to peak
2 days
Oct 22 ’21 to Oct 24 ’21
Platforms
5
Started on YouTube
Origin
Mixed
Food & beverage

Mechanics

  • Shareable outputPrimary
  • Press loop
  • Controversy

How it spread

Trace the origin

Cadbury Celebrations launched the campaign in October 2021, ahead of Diwali. Its AI tool let shop owners make ads in which Shah Rukh Khan promoted their store. Indian press called the video viral by Oct. 24, and it later won Cannes Lions awards.

Oct ’21NovFeb ’22MayAugNovMar ’23JunJulOpen webYouTubeXPressTV
Open webYouTubeXPressTV

8 more events on this chart

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Timeline (11)

  1. October 2021

    Cadbury Celebrations precursor · Oct 15 ’21

    Gadgets Now dated the campaign's launch to Oct. 15, 2021.[3]

  2. Cadbury Celebrations seed · Oct 22 ’21

    Cadbury Celebrations posted the Not Just A Cadbury Ad video; Wavemaker launched it on Facebook and YouTube.[14][12]

    Shah Rukh Khan My Ad - Wavemaker Global

  3. @07ShivamJaiswal platform jump · Oct 23 ’21

    A fan tweet about the ad, later embedded by The Indian Express, was dated Oct. 23.[1]

Changelogupdated Oct 16 ’26
  1. 2026-10-16Added 1 source · Added 2 numbers
  2. 2026-10-13Added: 10 events, 14 sources · Score 30
Origin
Mixed
Sector
Food & beverage
Region
IN
Impressions (Cannes case study)
1.4M
Self-reported · WARC (Cannes case-study summary)
Evidence
Grade B

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X · 2023

48
Madison Is Awful, now streaming in London. #YouAreAwful

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MapQuest's Lake Ontario stance

X · 2026

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We’re not changing it.

Peaked at #1

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X · 2025

33
vandalized friend ad, totally saw that one coming

25.9M impressions

New cases, every week

How the next thing spread, the week it does.

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Oct ’21NovFeb ’22MayAugNovMar ’23JunJulOpen webYouTubeXPressTV
Open webYouTubeXPressTV

8 more events on this chart

Join free to see them

  1. October 2021

    Cadbury Celebrations precursor · Oct 15 ’21

    Gadgets Now dated the campaign's launch to Oct. 15, 2021.[3]

  2. Cadbury Celebrations seed · Oct 22 ’21

    Cadbury Celebrations posted the Not Just A Cadbury Ad video; Wavemaker launched it on Facebook and YouTube.[14][12]

    Shah Rukh Khan My Ad - Wavemaker Global

  3. @07ShivamJaiswal platform jump · Oct 23 ’21

    A fan tweet about the ad, later embedded by The Indian Express, was dated Oct. 23.[1]

  1. backlash · Oct 24 ’21

  2. peak · Oct 24 ’21

Join free to see the other 8 events and the full chart. Free, on every case.

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Why it worked

Do this

  1. 1
  2. 2
  3. 3

Pro opens the playbook, all 10 sourced numbers and 17 sources. Start with a free account.

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