The multichannel campaign introduced fan screens in stadiums across all sports tournaments to motivate athletes representing India in games like boxing, TT, hockey
As the games season continues to engross the world, Cadbury Dairy Milk leveraged this opportunity to bring India together to step beyond the cricket fever and #CheerForAllSports. Launched recently to help athletes in underrepresented sports feel valued and acknowledged, the campaign sought to enable better connections between athletes and fans at the back of a tech-based solution.
All one has to do is scan the QR code on the reimagined iconic INR100 Cadbury Dairy Milk released for the campaign, which will lead to a microsite with a calendar of all sporting events across Hockey, Boxing, Table Tennis, etc., currently running in India during the same period as the upcoming IPL season. To this end, the brand also installed specially made fan screens to create an electric atmosphere in the stadium for the athletes at the back of energized Indian fans cheering their sporting idols.
The campaign has witnessed an impassioned response from across the country with around 7 Lakh registrations on the brand microsite to watch and cheer on Indian athletes as they attain new heights across different tournaments on the World Stage. To date, people have cheered on Nishant Dev, Mohammed Hussamuddin, Sathiyan Gnanasekaran, Manika Batra, Deepak Punia and Nisha Dahiya as they competed in tournaments such as IBA Men’s World Boxing Championships 2023, World Table Tennis Star Contender 2023 and Senior Asian Wrestling Championship 2023 respectively, to bring sporting glory to India. Many of the competing athletes expressed their gratitude and happiness about seeing their fans supporting them on-screen that motivated them to compete even more fiercely.
With two more international competitions – the ITTF World Table Tennis Championships Finals 2023 and the FIH Pro League 2023 – on the roster this month, Cadbury Dairy Milk expects even more sign-ups from Indians looking to #CheerForAllSports, to witness their sporting heroes battle it out to bring the country recognition on an international arena.
