IPL is a big stage for brands to connect with their audience in an entertaining way. The cricket event comes with the mixture of Bollywood stars, cricket legends and young talent offering so many exciting things for the audience. Brands know this fact and they spend a large portion of their advertising budget on IPL these days due to the massive response and involvement of people from all age groups.
Cricket fans are happy to see Australian cricketers David Warner and Steve Smith for their comeback after the heartbreaking ban. Taking advantage of this situation and building on its strong proposition of ‘Kuchh Meetha Ho Jaaye,’ Cadbury Dairy Milk gave a warm welcome to Smith and David Warner.
This was planned and executed by Ogilvy Mumbai, in collaboration with Ogilvy Melbourne using hoardings that read, ‘Welcome back Steve and Dave’ in Jaipur, Hyderabad and Kolkata to give the two cricketers a heart-warming welcome back into cricket. This surprise is making people fall for the brand much more than before.
What experts say
“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. After all, in India, we live by the code of ‘Atithi Devo Bhava’, the ultimate expression of generosity,”
Anil Viswanathan, director – marketing (Chocolates), Mondelez India, said.
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Sukesh Nayak, CCO, Ogilvy India West said,
“Offering a second chance without judgement 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’s 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.”
Quotes source: BrandEquity
