As the anticipation for the ICC Men’s Cricket World Cup 2023 continues to grow, Cadbury Dairy Milk has launched an inspiring campaign called #SitTogether. This campaign is more than just chocolate; it’s about sharing the love for cricket and promoting togetherness. In a world where differences often keep people apart, #SitTogether encourages everyone to unite over their common passion for cricket, emphasizing that match days are significant for all, regardless of their backgrounds or roles. The campaign is crafted by Ogilvy India and Wavemaker is the media partner.
Cadbury Dairy Milk #SitTogether Campaign
The campaign called #SitTogether has been introduced, and it’s all about people coming together. In this film, there’s a scene where a man is talking about cricket with his domestic helper. Then, to the helper’s surprise, the man says they will go to the stadium together to watch a match. The film ends with the ‘Kuch achcha ho jaaye’ message that the brand has stayed consistent with.
The Purpose Behind #SitTogether
Nitin Saini, Vice President of marketing at Mondelez India, said, “We are excited to launch our campaign #SitTogether ahead of the World Cup, inspiring people to experience the joy of cricket together and foster a sense of togetherness and shared happiness. We truly believe that the excitement of big match days is universal, regardless of people’s backgrounds or jobs. With this campaign, we urge consumers to join us and make this year’s match viewing moments truly inclusive and meetha (sweet) for all.”
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The Creative Idea
Sukesh Nayak, Chief Creative Officer at Ogilvy India, said, “The love for cricket unites us all, when we are down, we pray together, when we win, we celebrate together. So then, why not watch it together too? Building on our generosity platform, we are very excited to have created #SitTogether, a digital platform to enable people to watch the match from the stadium with a member of their staff. This is a human idea that will help foster a true sense of togetherness and happiness this Cricket World Cup.”
Media Partner Wavemaker: Uniting Through Cricket
Shekhar Banerjee, Chief Client Officer & Office Head: North, West, and East at Wavemaker India, added, “With the cricket world cup happening in India, we have been able to unlock an unprecedented opportunity that will help us melt the implicit power distance in India. In partnership with ICC and Star Sports, we have created a platform for audiences to #SitTogether and experience the game live. This platform is helping us create a symbolic gesture that can inspire the population to inculcate a sense of togetherness.”
A Global Sporting Occasion
Anurag Dahiya, ICC Chief Commercial Officer, expresses excitement about collaborating with Cadbury Dairy Milk for the #SitTogether campaign. He highlights that this partnership celebrates the power of the World Cup in uniting nations and fans from different cultures, showcasing the unique passion for cricket in India.
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Campaign Promotion
#SitTogether will be promoted through various media channels, including TV, OOH advertising, social media, and influencer partnerships. The campaign also utilizes cricketing platforms and mobile publishers to engage the audience in unique and memorable ways.
Creating Real Experiences
Cadbury Dairy Milk goes beyond just marketing; it’s also facilitating #SitTogether experiences at stadiums, fan parks, and live screenings in societies. This ensures that the campaign’s message of togetherness is not limited to advertisements but is experienced in real-life settings.
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How To Participate
To participate in #SitTogether and stand a chance to win match tickets for the ICC Men’s Cricket World Cup starting 5th October, individuals can scan the QR codes on Cadbury Dairy Milk packs or visit the website www.cadburysittogether.com.
Let’s wrap up: Cadbury Dairy Milk’s #SitTogether campaign
Cadbury Dairy Milk’s #SitTogether campaign for the ICC Men’s Cricket World Cup 2023 is a heartwarming initiative that promotes togetherness, emphasizing that cricket unites people from all walks of life. It’s not just about watching the game; it’s about sharing the joy and celebrating together. As the World Cup unfolds, this campaign serves as a reminder that the love for cricket knows no boundaries, and it’s a sport that brings everyone together in the spirit of camaraderie and shared happiness. So, let’s all #SitTogether and make this year’s match-viewing moments truly inclusive and sweet for all.
Campaign Credits:
Creative Agency – Ogilvy India
Media Partner – Wavemaker India
Client – Mondelez
