This year for Diwali, Mondelez India has unveiled a campaign that aims to celebrate the spirit of generosity with Cadbury Celebrations. The brand has created an ad which promotes the businesses of small retailers. Mondelez India has reached out to over 1800 local retailers across 260 pin codes to feature in the commercials. The TVCs are generated through a technology that creates multiple edits by geo-targeting audiences based on their location and showcases the shops near them throughout the ad. Anant Rangaswami (Editor, Melt) speaks to Anil Viswanathan (Mondelez India) and Sukesh Nayak (Ogilvy India) to find out more.