The Indian Premier League brings with it huge endorsement deals. Most of these are directed towards celebrity cricketers.
In the year 2022, Cadbury decided to cut through the clutter of star studded IPL advertising. We chose to sponsor the unacknowledged, in keeping with our brand value of generosity. To do this, we put the cricket stadium ground staff in the limelight by proudly sponsoring them.
In the year 2022, Cadbury decided to cut through the clutter of star studded IPL advertising. We chose to sponsor the unacknowledged, in keeping with our brand value of generosity. To do this, we put the cricket stadium ground staff in the limelight by proudly sponsoring them.
Impact:
The Board of Control for Cricket in India (BCCI) and the Mumbai Cricket Association (MCA) who are the biggest governing bodies of cricket in India recognized the true contribution of the ground staff and announced prize money of over Indian National Rupees 48 lacs (approximately 58,048.46 United States Dollars); which got distributed amongst the ground staff members. This had never happened in the history of Indian cricket!
The Board of Control for Cricket in India (BCCI) and the Mumbai Cricket Association (MCA) who are the biggest governing bodies of cricket in India recognized the true contribution of the ground staff and announced prize money of over Indian National Rupees 48 lacs (approximately 58,048.46 United States Dollars); which got distributed amongst the ground staff members. This had never happened in the history of Indian cricket!
To bring the campaign alive and get people involved with the initiative we took to social media. For this we shared behind the scenes (BTS) content and created relatable meme-like posts. Through this, people saw the experiences the ground staff were finally getting to enjoy.
Link to view the above swipe post: https://www.instagram.com/p/CdxQEE9uFHH/?utm_source=ig_web_copy_link
