Mondelez India banked on Cadbury Dairy Milk’s theme of generosity and built on its strong proposition of Kuchh Meetha Ho Jaaye, to extend a warm welcome to Australian cricketers Steve Smith and David Warner, who are currently in India for the Indian Premier League.
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 resonated with their global proposition of generosity and celebrated 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,” he added.
“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. After all, in India, we live by the code of Atithi Devo Bhava, the ultimate expression of generosity,” Viswanathan said.
Sukesh Nayak, chief creative officer, Ogilvy India said, “Offering a second chance without judgment or righteousness is one of the most generous things anyone can do. We wanted to give out a message that the goodness within us is what defines us.”
“And we believe it is not just the brand welcoming them back. It is the entire cricketing world, and the fans being at their generous best by giving them an opportunity to get back to what they love most, cricket,” he added.
