Cadbury Dairy Milk sweetens victories by uniting hearts through cricket

Cadbury Dairy Milk has rolled out a campaign #SitTogether, aiming to bring to life the brand's core value of generosity, grounded in the belief that the joy of cricket should be a shared experience.

 

Conceptualised by Ogilvy, the first film encourages viewers to bridge divides and embrace camaraderie during the World Cup. It showcases heartwarming moments of people from different backgrounds coming together through their love for cricket.

 

The second film depicts a passionate conversation between a man and his household help while they are engrossed in watching match highlights. The man, preparing to attend a live World Cup match, is interrupted by his wife, who informs him that more colleagues from the office will be joining them for dinner and asks the house help to prepare accordingly. However, the husband steps in and assures his wife that he has ordered food and that the house help won't be available because he's invited them to watch the match together. The film concludes by revealing how consumers can win live match tickets through a QR code on Cadbury chococates.  

 

Nitin Saini, vice president marketing, 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.”

 

Sukesh Nayak, chief creative officer, 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.”

 

Shekhar Banerjee, chief client officer and office head, North, West and East, 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.”

 

Anurag Dahiya, chief commercial officer, ICC said, “ICC is thrilled to collaborate with Cadbury Dairy Milk for the Cadbury #SitTogether campaign, which combines the unique Indian passion for cricket with the national pride of all competing nations to create an unrivalled global sporting occasion. This partnership celebrates the incredible power that the World Cup has in uniting nations and fans across different cultures.”