Cadbury Celebrations Launches ‘Shops for Shopless’ to Help Hawkers in India

“Diwali is an important period for hawkers, but their business is often affected due to no permanent spot/shop to sell the products.”

As the country gears up to celebrate Diwali, Cadbury Celebrations has rolled out #ShopsForShopless, a new campaign in India “celebrating the power of communities coming together through technology-enabled solutions,” the brand said, by offering a virtual store to hawkers to sell their products. The campaign aims to support and empower the ones who don’t own permanent stores.

It’s an interface wherein consumers can also promote and set up a virtual shop for their locally known hawkers by adding simple details like vendor name, phone number, and a few product images onto the website.

Once registered, anyone can shop for the products via a phone call, SMS or even a video call. Thus, enabling hawkers to continue their business, without the hassle of finding a new spot every day, through their shop on the internet!


 

The effort aims to promote thousands of hawkers across the country.

“Looking beyond small businesses, we collectively realized how Diwali is an important period for hawkers, but their business is often affected due to no permanent spot/shop to sell the products,” said Anil Viswanathan, Vice President – Marketing, Mondelez India.

“Building on this insight and keeping purpose at the core of our strategy, we conceptualized #ShopsForShopless; an effort to give hawkers a permanent virtual store. We hope our latest tech-enabled effort strikes an emotional chord with the audiences, leading them to participate in small acts of generosity for a brighter and sweeter Diwali.”


 

Sukesh Nayak, Chief Creative Officer, Ogilvy India added, “Diwali is an important period for hawkers, but their business is often affected due to no permanent spot/shop to sell the products. So, building on our generosity platform, this campaign is going beyond the small businesses. It is an effort to give hawkers; one’s with no space, a permanent virtual spot to sell their products. To execute this idea, Ogilvy partnered with DeltaX to develop a tech platform which can help connect buyers to hawkers near them. We hope this tech enabled solution connects at an emotional level with millions of our customers, making them scan the box to connect with hawkers near them and help make their Diwali sweeter too.”

“As OneWPP we are attempting something very audacious this year during Diwali. This will be a seamless tech platform to connect buyers to the unorganized retail owners who we often refer as hawkers or street vendors in this country. This tech infra will not only make our generosity campaign more inclusive but with #ShopforShopless campaign it can potentially transform the way we shop in future” said Shekhar Banerjee, Chief Client Officer & Office Head – West, Wavemaker India.

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