Cadbury Dairy Milk has launched a campaign in cooperation with the Mumbai Cricket Association to honor the unsung heroes of cricket, the ground workers.
The program, which was conceptualized by Ogilvy, comprises a film that attempts to praise and acknowledge the work made by the Mumbai Indians’ ground personnel.
The first film showed how, through its partnership with MCA, the brand aimed to treat ground staff on par with Mumbai Indian cricketers, making them the tournament’s true stars. The film depicted the initiatives taken, including travel, lodging, catering to their nutritional needs, and supplying bespoke jerseys designed by Masaba Gupta, a fashion designer.
The second film, titled ‘jersey,’ offers a testimonial on the brand push from a cricket pitch employee named ‘Ganesh.’ He described how his wife warned him as he was getting ready to go to the field one morning, “You’re getting late, and you haven’t even ironed your clothing yet.” His wife, on the other hand, said he looked like Virat Kohli when he wore the new personalized jersey produced by a fashion designer.
The third film, titled ‘bus,’ has a testimonial from ‘Nitin,’ a cricket ground employee, who discusses the brand initiative’s impact. He claimed that as he was tying his shoelaces and getting ready to leave for work at the stadium, his daughter shouted out to him, telling him that he had a ride to work. In response to her exclamation, I informed her that during the cricket season, this bus would be my daily pick-up. Nitin claimed that her daughter was overjoyed by the event and went around boasting about her father’s massive truck.
Anil Viswanathan, vice president – of marketing, Mondelez India, said that as a brand, Cadbury Dairy Milk has always believed that a little bit of generosity can go a long way and it is often the small act of kindness that have the biggest impact. He added that through the initiative, the intent is to support and bring forth stories of these members who tirelessly work behind the scenes to create magic for the entire nation.
Follow and connect with us on Facebook, LinkedIn & Twitter
