Cadbury Dairy Milk celebrates the unsung heroes of cricket -the ground staff
April 01, 2022
The brand has kicked off an activation campaign created by Ogilvy, reflecting its focus on treating the ground staff at par with the cricketers, making them the real stars of the tournament with best-in-class travel, accommodation, customized jerseys designed by renowned Fashion Designer Masaba Gupta, throughout the season.
Cadbury Dairy Milk has partnered with Mumbai Cricket Association to celebrate and support the often-unnoticed heroes of the league, the ground staff.
This season, the brand has become the official sponsor for the ground staff to continue the message trail of acknowledging the unacknowledged, while taking its generosity narrative a step ahead. As a part of this initiative, the brand has introduced efforts focused on treating the ground staff at par with the cricketers, making them the real stars of the tournament. This includes best-in-class travel, accommodation, taking care of their nutritional needs and providing customized jerseys designed by renowned Fashion Designer Masaba Gupta, throughout the season.
The brand has also extended its collaboration with Mumbai Indians as the official goodness partner supporting this initiative.
Anil Viswanathan, Vice President - Marketing, Mondelez India: “As a brand, Cadbury Dairy Milk has always believed that a little bit of generosity can go a long way and it’s often the smallest acts of kindness that have the biggest impact. Taking this narrative and purpose a step ahead, our partnership with Mumbai Cricket Association this year celebrates the lesser-known heroes of cricket, the ground staff. Through our initiative, we want to support and bring forth stories of these members who tirelessly work behind the scenes to create magic for the entire nation. We hope our initiative acts as a springboard and spreads the message of acknowledging the unacknowledged.”
Sukesh Nayak, Chief Creative Officer, Ogilvy India: “Building further on our generosity platform, this cricketing season we are proud to celebrate an unknown team of superstars, the team of ground staff. We are grateful to have them as our team. As proud sponsors, we hope that this team becomes the most loved team not just for the players but for the entire country.”
Jigar Rambhia, National Director – Sports and Entertainment Partnerships, Wavemaker India: “The ground staff are the unsung heroes of cricket, so it was only fair that we now acknowledged the heroes behind this massive event. The biggest challenge for us, however, was to ensure that they get their dues, while cricket & the players continue to be at the center of this event. To do this we decided to acknowledge their efforts, where they sweat it out the most, their grounds. From recognizing them off screen, to recognizing them on screen, we aim to give the people of India a glimpse into the lives of the ground staff, so that when they watch cricket next, they celebrate, both: on screen and off-screen heroes.”
MCA - Spokesperson highlighted: “Acknowledging the real heroes behind the scenes is a very generous gesture. Mumbai Cricket Association is delighted to be a part of this never done before heart-warming activity for the ground staff at Wankhede stadium. Paying special attention to their stay and food, providing them with designer jerseys from Masaba Gupta must be an over whelming experience for the staff members.”
Masaba Gupta, Fashion Designer & Actor: "I am super excited to be a part of the Cadbury Dairy Milk campaign to sponsor ground staff's uniforms. It gives me great joy to design for these people who have clearly contributed a lot to the sport. Being a cricket lover, it is so great that the ground staff who have put in a lot of effort on the ground are now going to be celebrated in designer jerseys as the superstar cricketers."
Client – Mondelez India
Agency – Ogilvy, Mumbai
Media Agency – Wavemaker, India