Cadbury Dairy Milk: #Good Luck Girls

Cadbury Dairy Milk created the #GoodLuckGirl campaign in 2021 to address gender inequality in cricket, India’s favourite sport, and to drive donations of sports equipment for girls.

The communication goal

Cadbury Dairy Milk wanted to make the world a more generous place by 'acknowledging the unacknowledged'. While cricket is the biggest religion in India, it is primarily the men tournaments, never women's cricket.

The situation analysis

India is a patriarchal society. Many things that ought to have changed a long time ago, still haven't. Women are still not treated as equals and nowhere is this more evident than in sports. Women's sporting leagues rarely get the same support, media attention, sponsorships, fan love that men's leagues get and funnily enough, even from women. In cricket crazed India,...

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