The Creative Effectiveness of a Brand Purpose of Generosity

This campaign won a titanium lion, two golds and a silver and a bronze in Cannes in 2022. It used artificial intelligence and machine learning to create a deep fake of Shah Rukh Khan's face. Cadbury and Mondalees have also won IPA Grand Prix in 2022 based on their UK executions of this idea of generosity. This feels like something that feels like a partnership with these small retailers that creates value for both parties.