Mumbai: In April this year, Mondelez India launched the limited-edition Cadbury Dairy Milk Thank You bar, to highlight India’s spirit of generosity. Cadbury Dairy Milk Thank You bar is an effort by the iconic and India’s most trusted brand, to stoke more gratitude in our daily lives, by acknowledging those who help us every day.
To acknowledge and show heartfelt gratitude to those who contribute to our lives every day but often go unnoticed, media & entertainment powerhouse ZEE has launched the biggest content initiative on TV for Mondelez India’s flagship brand Cadbury Dairy Milk. Conceptualised and created by Wavemaker India in collaboration with Ogilvy, #SayThankYou campaign is aimed at extending Cadbury Dairy Milk’s ‘Kuch Achha Ho Jaaye, Kuch Meetha Ho Jaaye’ proposition.
Commenting on the association, Anil Viswanathan, Director – Marketing (Chocolates), Mondelez India said, “Cadbury Dairy Milk as a brand, believes that if there’s one thing that can shine a beam of light, in tough times like these, it is Generosity. As India’s most trusted brand, we felt a sense of duty as we created a pack innovation that represents the nation’s sentiment. We are optimistic that this association will help us reach every corner of the country and spread the spirit of generosity”.
The campaign features over 21 artists from across 7 channels including Zee TV, Zee Marathi, Zee Bangla, Zee Tamil, Zee Kannada, Zee Telugu and Zee Keralam come together to acknowledge many invisible heroes in their lives. The insight behind the content campaign lay in nudging a positive change in society with an authentic message of expressing gratitude delivered through familiar faces from Zee’s programming in multiple languages.
Expressing his views on the collaboration, Ashish Sehgal – Chief Growth Officer, Advertisement Revenue, ZEE Entertainment Enterprises Ltd. said, “With our customer first approach, we have been at the fore front of partnering with brands to help them tell their stories. When Mondelez India told us that Cadbury Dairy Milk wanted to acknowledge the unacknowledged, we realized that it was a great fitment with our brand, as expressing gratitude is also a part of ZEE’s DNA as well.
To mobilise and amplify the thought of #SayThankYou, ZEE’s Branded Content and Partnership team conceptualized a beautiful Content Campaign by leveraging the massive strengths of the network across TV, OTT and Social to carry this beautiful thought to all parts of the country, producing top quality content that were executed with some ‘never done before’ innovations. In the spirit of the campaign, Thank You Mondelez and Wavemaker for partnering with us!”
Commenting on this interesting campaign, Shekhar Banerjee, Chief Client Officer & Head-West, Wavemaker India said, “We are Generation Skip, we don’t wait, we are hungry to move on to our next badge, next entertainment or the next breaking news. On media we tried to swim against this tide and acknowledge the ones who are often skipped. My sincere ‘Thank you’ to ZEE network on this incredible collaboration on an iconic brand like Cadbury Dairy Milk. We have created these genuine and heart felt moments to acknowledge the ones who stay behind the scenes, helping us every day.”
The campaign went live on all ZEE Platforms across TV (GEC, Movies, and Music), ZEE5 and its social media assets along with ZEE Media channels, opening with a roadblock across 24 channels on 1st July at the prime-time slot of 9 pm. This was followed by innovative Credit Rolls between show transitions on ZEE Channels, thanking the production crews behind the shows and the break of the campaign across Social Media and ZEE5, ensuring the message reaches millions across the country.
The campaign is poised to close on 19th July with a special poem created by a well-known poet & lyricist.
The film can be viewed on all channels of ZEE network and social media destinations:
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For some it might be a daily routine for the kind of act they do, to make our life simpler. Saying “Thank You” always brings out a smile on their face. Hear what Kalyani has to say about the person she wants to #SayThankYou to in this video. Join this sweet initiative by ZEE TV and @cadburydairymilkin . Share your stories with #SayThankYou and tag your friends & family to spread the word!