Cadbury Dairy Milk: Proud sponsors of the ground staff

Chocolate brand Cadbury Dairy Milk ran the third year of its Thank You campaign in collaboration with Indian Premier League (IPL) cricket to grow sales, penetration and awareness.

The communication goal

Cadbury Dairy Milk (CDM) has been the first taste of chocolates for a billion+ Indians and has always thrived on bringing people together. CDM wanted to tap into the empathetic side of every consumer, to bring out their inherent generosity to sweeten their interpersonal relationships. A Lighthouse project in partnership with Google revealed that Indian's, while not thankless, tend to 'thank less'; they tend to ignore the contribution of those who make an impact in their life on a daily basis. Our Objectives:-Encourage Indians to 'Acknowledge the Unacknowledged'- Make CDM the 'marker' of personifying the feeling of...

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