Mumbai:Cadbury Dairy Milk has unveiled an algorithm as part of its "#HeartTheHappiness" campaign. The one-of-a-kind algorithm aims to create a bank of happiness videos with low views and like counts.

Through this effort, the brand has leveraged its Instagram guide section, allowing consumers to acknowledge the happiest moments of 2022 and end the year on a 'meetha' note.

As a stepping stone towards activating the new dimension of its generosity campaign – "Kissi Aur Ki Khushi Mein Shaamil Ho Kar Dekhiye," Cadbury Dairy Milk has partnered with DeltaX to up the ante on story-doing.

Commenting on the campaign, Mondelez India vice president of marketing Nitin Saini said, "Over the years, Cadbury Dairy Milk has created and celebrated indefinite moments of kindness through an array of purposeful storytelling. This includes some well-celebrated efforts to acknowledge the unacknowledged during the cricket season and add ‘meethas’ to everyday relationships by melting power distances. Adding yet another dimension to the existing generosity narrative, with "#HeartTheHappiness," we aim to look beyond what’s popular and what the platform’s AI wants to show you and guide people to channel their inner 'acchai' and partake in others’ not-so-popular happy moments."

"We believe that digital has the power to create new experiences that bring us closer together in the most real and heartfelt ways. With our latest initiative, "#HeartTheHappiness," we engineered a transformative social experience that beats the algorithms and puts the power of discovery back in people's hands. What's beautiful about this idea is that it leverages technology to enable every Indian to be a part of real and heartfelt moments of others' happiness, which otherwise remain hidden. These are India’s happiest reels—moments of happiness that never made it to mainstream media or news," added Ogilvy India chief creative officer Sukesh Nayak.