MAM

Mondelez India, Ogilvy India say thank you through limited-edition Cadbury Dairy Milk bars

The bars are priced at Rs 40 for 50 grams

https://indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2020/05/24/cald.jpg?itok=eBdbW6NW

MUMBAI: Mondelez India, in partnership with Ogilvy India, recently introduced a limited-edition Cadbury Dairy Milk ‘thank you’ bar by giving up the Cadbury Dairy Milk logo on the pack, in recognition of the generous spirit of the country’s unsung heroes during these difficult times. Cadbury Dairy Milk has replaced its logo with the words 'thank you'. The domestic help, the driver, the security guard, the milkman, just a few of the countless women and men who go about their jobs without seeking praise or pats on the back. 

This is the first time in its 70-year history in India that Cadbury Dairy Milk has created a pack innovation that replaces its logo. To celebrate the linguistic diversity across India, the Cadbury Dairy Milk ‘thank you’ bars will be launched in eight different languages - English, Hindi/Marathi, Gujarati, Bengali, Tamil, Telugu, Kannada and Malayalam, to deliver the message of gratitude and support from each and every one of us.

This limited-edition thank you bar extends beyond gratitude, and into action. Mondelez India has also committed a part of the proceeds from the sale of the bars towards health insurance policies for daily wagers (i.e. labourers, domestic help, etc.) via a partnership with Nirmana, an NGO working with the unorganised sector.

Cadbury’s Dairy Milk ‘thank you’ bars, Mondelez India director-marketing (chocolates) Anil Viswanathan said, “Cadbury Dairy Milk as a brand, believes that if there’s one thing that can shine a beam of light in the world, it is generosity. Especially in tough times like these. As India’s most trusted brand, we understand the special role Cadbury Dairy Milk plays in the lives of our consumers. This special pack-innovation represents the nation’s sentiment. The current unprecedented situation has made us all realise the value of the ones that run our cities, societies and lives. This launch serves as a small tribute for their enormous efforts and only begins to express our collective thanks to these unsung heroes."

Ogilvy India  CCO Sukesh Nayak said, “The idea of saying Thank you with a Cadbury is a simple and heartfelt way to further inspire the spirit of generosity amongst people. The bar not only highlights the tension but presents itself as a solution on the need to acknowledge those who add magic to our life by their dedication.”

During the tough times we are facing today, there are various people who are working tirelessly at the frontline to manage the situation. While the doctors and nurses deserve every bit of praise and gratitude that has come their way, they too have a set of people who they depend upon to keep operations running smoothly. The almost invisible, unacknowledged support and ancillary staff at a hospital. The canteen cooks, the waiters, the electrician on call, the ambulance driver and his helper, the janitor, the receptionist, the IT guys, even the errand boys. Cadbury handed over ‘Thank You’ bars to support staff in multiple hospitals in the Covid hit major metros of Mumbai, Delhi, Kolkata and Bengaluru. This special drive is being further amplified via a tie-up with regional media houses, which is expected to extend this ‘Thank You’ to many more hospitals across India. The campaign idea will also be extended further through various sponsored content and multimedia channels, with strong partnerships with media houses and publications.

The pack innovation-led activation is the first part of a fully integrated marketing plan with touchpoints across broadcast, digital, print, radio channels and on ground activation. The campaign is aimed at unlocking a realisation that we have so many to be thankful for, all around us. It wants the glow of generosity to extend as far across the nation as possible. And using its multi-lingual packs, it will enable regional targeting to engage with audiences across geographies.

With a health insurance component integrated into the purchase of the chocolate, the Cadbury Dairy Milk bar is the sweetest way to #SayThankYou.

The ‘thank you’ bars are priced at Rs 40 for 50 grams and is already available as a choice alongside other Cadbury Dairy Milk price points across all retail channels.

Please go to these links: 

Latest Reads

https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/13/Melissa%20Hobley.jpg?itok=bqGnpwwF
OkCupid's digital campaign #AllyOfLove in the times of virtual dating

NEW DELHI: The Covid2019 pandemic has changed the rules of the dating game and so dating apps have had to strategise ways for couples to meet online, converse and also find romance in it. The dating platform, OkCupid recently celebrated pride month 2020 with a lot of conversation-starting campaigns...

MAM Media and Advertising Digital Agencies
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/11/kan.jpg?itok=lWGr3n-Z
Covid2019 did not upset top brands’ growth: Kantar report

NEW DELHI: According to Kantar’s Brand Footprint 2020 report, brands including Parle, Amul, Clinic Plus, Britannia and Ghadi emerged as the topmost chosen brands in the country in 2019. The report is an annual ranking of FMCG brands based on the Consumer Reach Points the brands scored in a year....

MAM Marketing Brands
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/11/neha.jpg?itok=OfKH-kar
Affiliate marketing: The new rage in the post-Covid2019 world

The Covid2019 outbreak has affected the marketing budgets of brands. The situation, despite being difficult, throws up opportunities to be innovative and get aggressive on new-age marketing strategies. While digital marketing has been in vogue for some time now, within this domain, several brands...

MAM Marketing MAM
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/11/ra.jpg?itok=SUrKM3Go
Shoppers Stop MD and CEO Rajiv Suri resigns

NEW DELHI: Shoppers Stop MD and CEO Rajiv Suri has tendered his resignation for personal reasons, effective 25 August 2020 to pursue a career in a company outside India.  The board of directors of the company at its meeting has accepted his resignation and placed on record their appreciation for...

MAM Media and Advertising People
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/11/opp.jpg?itok=0HLe2TGT
Oppo VP-product Sumit Walia quits

NEW DELHI: Oppo India VP of product and marketing Sumit Walia has put down his papers. Walia joined the company last year April. Prior joining to Oppo India, Walia spent around nine-year stint at Samsung. He had joined the in 2010 as a product manager and left the organisation in 2019 as director....

MAM Media and Advertising People
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/11/arim.jpg?itok=gEDWIf50
Ola COO & global CMO Arun Srinivas quits

NEW DELHI: Ola COO and global CMO Arun Srinivas has reportedly stepped down from his position. He had joined the company last year. There are reports that senior VP corporate affairs Sanjiv Reddy has also resigned. Prior to joining to Ola, Srinivas was with West Bridge Capital Partners for two...

MAM Media and Advertising People
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/11/chumb.jpg?itok=969v3FUV
Chumbak launches new brand identity

Chumbak, the design-led lifestyle brand, unveiled its new logo today with a digital release. The logo change is part of the larger shift in the positioning of the brand. Chumbak was founded in 2010 by Shubhra Chadha and Vivek Prabhakar with the idea of designing fun souvenirs & collectibles...

MAM Marketing Brands
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/10/kinetic.jpg?itok=Eo-SpptO
Kinetic Worldwide launches IOM, an OOH planning tool in the new normal

NEW DELHI: Global player in the out-of-home (OOH) media industry, GroupM’s Kinetic Worldwide, today announced the launch of India On The Move (IOM). IOM is Kinetic India’s latest proprietary tool developed fully in-house to help understand audience traffic patterns.

MAM Media and Advertising Out Of Home
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/10/haldi.jpg?itok=XjQ82KxV
Haldiram's campaign for safe customer experience

NEW DELHI: Haldiram’s has launched #HaldiramsCare campaign to promote social distancing for people visiting their favourite and reliable food restaurant outlet. The campaign has been created by Option Designs and is focused on ensuring customer safety by promoting social distancing on ground level...

MAM Media and Advertising Ad Campaigns

Sign up for our Newsletter

subscribe for latest stories

* indicates required