In India, where sweets mark life’s milestones, Cadbury Dairy Milk(CDM) has nurtured a haven for itself through decades of adroit advertising. CDM has successfully leveraged IndiaPremierLeagure(IPL)- the biggest cricket tournament- second only to the EnglishPremierLeague(EPL) in terms of global popularity, viewership, and fan-engagement, weaving its brand message and chocolatey goodness into narratives of generosity, celebrating the unnoticed heroes by saluting the tireless efforts of daily-wagers, ground-staff and support-staff.
Given IPL’s magnanimous popularity, hundreds of brands levarage it to augment their reach. With $6.4Bworth media-rights this year the event was slated to be even bigger, posing a new challenge: how to tap into #TheIPLFrenzy while carving a unique space amidst the #AdvertisingCacophony?
So this year, CDM aimed to elevate its narrative and reaffirm the essence of ‘#JoiningInSomeoneElse’sHappiness’, going beyond mere acknowledgement and encouraging active-participation in making others’ sweet-moments extraordinary, leveraging IPL to unlock the next-phase of growth, driving awareness and sales.
