In India, Cricket enjoys the highest viewership and has the largest number of supporters compared to any other sport. As a result, many athletes from other sports often struggle to gain recognition due to lack of support from the audience. To address this issue, Cadbury Dairy Milk has collaborated with Ogilvy India to launch #CheerForAllSports campaign.
The campaign aims to bring India together to cheer for Indian athletes who will be playing other sports during the same time as IPL. Through the campaign, the brand nudges us to support Indian athletes as they compete in wrestling, boxing, hockey, table tennis and other tournaments across the globe.
The brand stated that the idea is being manifested at the back of a tech-enabled engagement wherein the special INR 100 pack of Cadbury Dairy Milk carries a unique font on the front with each letter representing a different sport, and it carries a QR code. This code, when scanned, will lead to a microsite with a calendar of other sporting events during the same period as the upcoming IPL season. This dedicated microsite allows users to sign up for reminders and includes links to watch and support other sports.
Taking this a step further, the brand has made arrangements for screens to be put up at stadiums where Indian athletes will be playing, to showcase the people who join the stream to cheer athletes. When a viewer joins the link shared via the microsite, they will join thousands more as they all come together to cheer sportsmen.
The brand has also launched two TVCs featuring former Indian cricketers Harbhajan Singh and Yuvraj Singh, who lend their support for Indian Table Tennis and Hockey Players by cheering them.
Watch the films here:
