Cadbury Dairy Milk: Proud sponsors of groundstaff

Cadbury Dairy Milk, a chocolate brand, became the proud sponsor of Groundstaff at the Indian Premier League (IPL) to get people to thank each other more and abolish power differences whilst driving awareness and sales and building strong brand associations.

Campaign details

Brand: MondelezAgency: WavemakerRegion: APAC

Strategy

Objective

As a brand, Cadbury Dairy Milk has always believed that a little bit of generosity can go a long way and it is often the small acts of kindness that have the biggest impact. Taking this narrative and purpose a step ahead, the brand set out to melt the implicit power distance that existed amongst us, by getting Indians to acknowledge the unacknowledged and say a 'Thank You'. This would further help the brand to drive awareness and sales while building a strong brand association.

Target Audience...

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