By Rajesh Radhakrishnan, co-founder & CMO, Vritti Mindwave Media
Why the campaign rocks:
Cadbury Dairy Milk’s #SitTogether campaign is exceptional for many reasons. First, it aligns with the core values of generosity and unity, which are both universally appealing to the audience in today’s world, and also resonate with the brand’s identity. By focusing on the shared joy of cricket, the campaign effectively communicates the message that sports have the power to bring people together.
The campaign’s timing is impeccable, coinciding with the ICC Men’s Cricket World Cup 2023. This ensures that the message reaches a vast and engaged audience when their passion for cricket is at its peak. The campaign has taken a 360-degree approach and extends across TV, social media, and influencer partnerships, ensuring maximum visibility and engagement. It also includes on-ground activities like live screenings and fan parks, allowing for real-world, community-based participation. Additionally, the collaboration with ICC and Star Sports underscores the campaign’s magnitude and its potential to unite fans from various cultures and backgrounds, further emphasising the global appeal of cricket.