Cadbury Dairy Milk, India’s favourite chocolate brand, understands that in today’s fast-paced world, most of us tend to overlook the goodness and kindness inherent in us.
Banking on the brand’s theme of ’Generosity’and building on its strong proposition of Kuchh Meetha Ho Jaaye, Mondelez India extended a warm welcome to Australian fame and ‘pitch’ brothers Steve Smith and David Warner.
Ogilvy Mumbai, in collaboration with Ogilvy Melbourne, strategically rolled out hoardings announcing, ‘Welcome back Steve and Dave’ in Jaipur, Hyderabad and Kolkata to give the two men a very unexpected and heart-warming welcome back into cricket.
Building on its Kuch Achha Ho Jaaye, Kuch Meetha Ho Jaaye proposition, it extended the campaign with outdoor hoardings. This also resonates with their global proposition of “Generosity” and celebrates the generous instinct in people that go a long way in strengthening human relationships.
Commenting on this initiative, Anil Viswanathan, Director – Marketing (Chocolates), Mondelez India, said “We wanted to encourage people to be generous with their thoughts as well as their actions. In today’s extremely competitive world, people have started to become jaded and cynical.
“With this gesture, we hoped to remind all our consumers to be more inclusive in their thoughts and actions. It is extremely heartening to see that the engagement on the social media posts has been predominantly positive, reinforcing our belief that we as a people are inherently generous.