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Cadbury India combats cyberbullying with ‘Heart The Hate’ campaign

For Friendship Day this year, Mondelez India has come up with a campaign for its flagship Cadbury Dairy Milk that addresses cyberbullying. Conceptualised by Ogilvy India and Facebook, the thematic film for ‘Heart The Hate’ features a young girl who starts getting trolled just before a performance, until her friends begin to rally round, sending her purple heart emojis.

‘Heart The Hate’ is particularly relevant for India according to a press note from Mondelez, because research reveals a high level of cyberbullying across the country. 

Quoting an international survey by Ipsos, Mondelez said: “37% of Indian parents admitted that their child was bullied online, especially on social media, with approximately 14% of them reporting that the bullying occurred regularly.”

Speaking about the campaign, Mondelez India director marketing for chocolates Anil Viswanathan said: “Cadbury Dairy Milk as a brand, believes that if there’s one thing that can shine a beam of light through the cracks in an increasingly divided world it is generosity.

“A little bit can go a long way and often it’s the smallest things that have the biggest impact. Cyber-bullying is something which affects everyone, especially the young as they feel isolated and depressed when exposed to it. 

“‘Heart The Hate’  builds on a very simple insight that when friends post something as simple as a purple heart in response to the trolls, young people feel less isolated. The impact of online bullying is reduced. This campaign is another small step to create a big impact towards social issues.”

According to Mondelez, the purple heart was picked due to its presence on all keypads, making it easy to deploy. 

Ogilvy India executive vice president Prakash Nair said: “We decided to act on this by arming the youth with a simple weapon to silence the bully. Whenever a friend is getting trolled, all they must do is troll the troller with a purple heart.

“This simple, generous act can help drown out hate comments. Even if one bully is drowned by the purple heart, it will be a worthwhile initiative.”

Commenting on the campaign, Facebook India director of global sales organisation Siddharth Banerjee said: “We believe this is a great initiative by Mondelez India to champion social good in India.

“Using an easily accessible emoji, is a very visual and native idea for the youth.”

The media leg of the campaign includes a digital film as well as an integrated multi-media marketing campaign including influencer engagements and on-ground activations and is being executed with the help of Wavemaker India.

Credits

Agency: Ogilvy, Mumbai

Account management: Prakash Nair, Neha Shah, Navika Jain, Princia Dsouza, Deeksha Chaturvedi, Manseerat Sethi, 

Planning: Ganapathy Balagopalan, Bhakti Malik, Prasidh Dalvi

Creative: Sukesh Nayak, Neville Shah, Hemant Sharma, Sagar Jadhav, Mahima Kukreja, Rahul Jagtap, Shibumi Desai

Production house: Caffeine Films

Director: Abhishek Sinha 

Executive producer: Shahzad Bhagwagar

Director of photography: Anuj Dhavan

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