How Cadbury Dairy Milk Inspired India to Support All Sports

The "CheerForAllSports" campaign by Cadbury Dairy Milk, in partnership with Ogilvy India, Wavemaker India, and Mondelez India, aimed to encourage Indian sports fans to cheer for athletes across all games—not just cricket—especially during IPL 2023. Cricket dominates the Indian sports scene, but this campaign focused on giving other sports like boxing, hockey, and table tennis the attention they deserve.

The goal was to celebrate the joy of sports beyond cricket. The campaign encouraged fans to support every Indian athlete. Cadbury also wanted to strengthen its connection with its audience by promoting the spirit of inclusivity and love for all sports.

How do you unite a cricket-obsessed nation to celebrate other sports? Cadbury overcame this by creating an engaging "phygital" experience, blending digital platforms with real-world interactions to involve fans of all ages.

• Social Media & Partnerships: Cadbury leveraged platforms like Facebook, Instagram, Twitter, and YouTube. They partnered with Star Sports, Jio Cinema, and popular sports personalities to spread the message.
• Interactive Digital Engagement: A special microsite provided event reminders and a sports calendar. QR codes on Cadbury packs let fans easily engage and show their support.
• On-ground Activities: Large stadium screens displayed fans cheering for Indian athletes, creating an electrifying experience.
• E-commerce Integration: Cadbury launched a quiz on Amazon, offering discounts for fans answering sports-related questions.

The "CheerForAllSports" campaign successfully shifted attention to lesser-followed sports while uniting fans across India. By combining online and offline efforts, Cadbury created a memorable initiative that celebrated inclusivity and national pride. It’s a testament to how brands can connect with audiences by aligning their messaging with meaningful causes.