Cadbury Dairy Milk has always believed that a little bit of generosity and small acts of kindness that have the biggest impact. Taking this narrative and purpose a step ahead, the brand set out to melt the implicit power-distance that existed amongst us, by getting Indians to acknowledge the unacknowledged and say a ‘Thank You.’
As part of its ‘Kuch Acha Ho Jaaye, Kuch Meetha Ho Jaaye’ [Let something good happen, Let something sweet happen] identity, CDM had already commenced the journey of melting the implicit power distance by encouraging Indians to say Thank You.
We were now in our third year of making India generous with our ‘Thank You’ Campaign. We celebrated COVID warriors in 2020, then moved onto celebrate the heroes off-screen in 2021. It was now time to accelerate it further. by sending 1.3 Billion Indians, a friendly reminder to not forget to acknowledge those around us.
