Former Indian cricketers Yuvraj Singh and Harbhajan Singh headline Cadbury’s #CheerForAllSports campaign, which is aimed at encouraging the Indian public to go out and lend their support to all sports, fill up the stadiums and back the national- and international-level professional athletes across the country.
The campaign sees Cadbury have a QR code on the ?100 pack of Dairy Milk, which also has a unique font, with each letter representing a different sport. This code, when scanned, will lead to a microsite with a calendar of other sporting events during the same period as the 2023 IPL season. This dedicated microsite will allow users to sign up for reminders and include links to watch and support India in other sports. Cadbury has made arrangements for virtual screens to be set up at stadiums where the Indian teams will be playing, and fans will be able to cheer them on virtually.
The campaign has former Indian cricketers Yuvraj Singh and Harbhajan Singh headlining it, both stating the importance of having fans backing the athletes and how much of a difference that can make. The first ad of the campaign also features Indian athletes from different sports, such as Sharath Kamal, Diya Chitale, Hardik Singh, Varun Kumar and Deepak Punia.
The campaign will further see Cadbury Dairy Milk partner with CricBuzz, The Bharat Army and other media influencers on strategic engagements.
Nitin Saini, Vice President, Marketing, Mondel?z India, commented:
“Over the years, Cadbury Dairy Milk has been successfully fostering the spirit of generosity through its heartfelt campaigns. We have been consistently shining a spotlight on the unacknowledged, such as the ground staff and women in sports. Therefore, this year, we are taking the idea of generosity a step forward to other sports with Cadbury Dairy Milk #CheerForAllSports campaign. In a cricket loving nation like India, laurels won by athletes of other sports can often go unnoticed. Through this campaign, we aim to change this narrative and get India to cheer for athletes across other sports. We hope that our campaign inspires consumers to participate in the happiness of talented Indian athletes, evoking a sense of acchai and mithaas around all of us.“
Sukesh Nayak, Chief Creative Officer, Ogilvy India, commented:
“#CheerForAllSports is our labour of love that’s been 8 months in the making. In India, cricket is nothing short of a religion. It enjoys fandom that is unfathomable. But there are countless sports and countless sportspersons that remain unacknowledged, no matter the glory they bring our nation. This IPL season, Cadbury Dairy Milk is proud to create a platform to help celebrate these unsung sports and their heroes. The biggest challenge was to conceptualise an entire ecosystem that would revolutionise how every Indian could easily cheer for and lend their support to all sports. This phygital ecosystem was painstakingly engineered through association with sporting federations to integrate live digital and on-ground fan experiences. #CheerForAllSports will help curate the season’s sporting calendar on an immersive and experiential microsite where you can watch live games along with Yuvi and Bhaji, and most importantly, brings all of these fans right into the stadium to create a thundering cheer for our unsung heroes.”
Shekhar Banerjee, Chief Client Officer & Office Head – West, Wavemaker India, added:
“We are trying to achieve something ingenious. We will be leveraging the scale of IPL to get the cricket cheering audiences to #CheerForAllSports. For this we have partnered with Star Sports, Jio Cinema and some of the popular sports celebrities in India. We are excited about how our online platform will enable participation and support cricket audiences to virtually cheer for Indian team participating in other sports.”
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