Cadbury Dairy Milk has extended its generosity thought seamlessly to embrace the ICC Men’s Cricket World Cup 2023. The campaign has been created by Ogilvy. Wavemaker is the media partner.
A campaign has been launched with the theme #SitTogether. A TVC features a man watching and talking cricket with his domestic help. To the surprise of the latter, he announces that they will be going together to watch the match at the stadium. The film ends with the ‘Kuch achcha ho jaaye’ message that the brand has stayed consistent with.
#SitTogether will be amplified via touch points including TV, OOH, social media and influencer partnerships, besides cricketing platforms and mobile publishers.
Additionally, Cadbury Dairy Milk will enable and facilitate #SitTogether experiences at stadiums, fan parks and live screenings in societies, informed an official statement.
Nitin Saini, Vice President of Marketing, Mondelez India, said, “We are excited to launch our campaign #SitTogether ahead of the World Cup, inspiring people to experience the joy of cricket together and foster a sense of togetherness and shared happiness. We truly believe that the excitement of big match days is universal, regardless of people’s backgrounds or jobs. With this campaign, we urge consumers to join us and make this year’s match viewing moments truly inclusive and meetha (sweet) for all.”
Sukesh Nayak, Chief Creative Officer, Ogilvy India, said, “The love for cricket unites us all, when we are down, we pray together, when we win, we celebrate together. So then, why not watch it together too? Building on our generosity platform, we are very excited to have created #SitTogether, a digital platform to enable people to watch the match from the stadium with a member of their staff. This is a human idea that will help foster a true sense of togetherness and happiness this Cricket World Cup.”
Shekhar Banerjee, Chief Client Officer and Office Head – North, West and East, Wavemaker India, added, “With the cricket world cup happening in India, we have been able to unlock an unprecedented opportunity that will help us melt the implicit power distance in India. In partnership with ICC and Star Sports, we have created a platform for audiences to #SitTogether and experience the game live. This platform is helping us create a symbolic gesture that can inspire the population to inculcate a sense of togetherness.”
Anurag Dahiya, Chief Commercial Officer, ICC, said, “ICC is thrilled to collaborate with Cadbury Dairy Milk for the Cadbury #SitTogether campaign, which combines the unique Indian passion for cricket with the national pride of all competing nations to create an unrivalled global sporting occasion. This partnership celebrates the incredible power that the World Cup has in uniting nations and fans across different cultures.”
One can scan the QR code on Cadbury Dairy Milk packs or visit www.cadburysittogether.com to register and win match tickets. The website is not accessible in Chennai due to regulatory restrictions.
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