The Trinity of Impact

The Grand Prix was won by Charik Khan, my ad for Cadbury by Ogleby Mumbai. It was an Indian campaign that ultimately had the objective of increasing sales for Cadbury's celebrations product. This was done via the mechanism of helping to promote small businesses in India. But it is impossible to cover all the stores, so we gave the power to the people and store owners to create their own version of not just a Cadbury ad.