Ogilvy & Wavemaker: Cadbury Dairy Milk’s Proud Sponsors of the Ground Staff

Cadbury Dairy Milk has always believed that a little bit of generosity and small acts of kindness have the biggest impact. So, the brand reminded people to acknowledge those who may be overlooked and say thank you.

By the third year of Ogilvy and Wavemaker’s Cadbury Dairy Milk’s 'Thank You' Campaign it was decided to send 1.3bn people in India a friendly reminder to acknowledge those around them.

Cadbury Dairy Milk provided ground staff with hotel accommodation, kits, fitness and nutrition services, transport, and ensured ground staff were treated as well as cricketers. The activation – Proud Sponsors of the Ground Staff – was launched. It comprised three films, including one featuring Mumbai ground staff team member, Ganesh.

The activation rolled out across TV, web, and social platforms. The campaign received 401m impressions, 97m views and 36k engagements, and Cadbury Dairy Milk was viewed as the most engaging brand during the Indian Premier League (IPL) 2022 season.

But most importantly, the ground staff finally got the spotlight they deserved.