Cadbury’s unique innovation seeks to whip up fan frenzy for non-cricket sports

With cricket mania in India reaching fever pitch, Cadbury Dairy Milk has launched its latest campaign – #CheerForAllSports. 

Guided by the brand’s purpose to inspire generosity in people, the campaign aims to bring India together to cheer for Indian athletes who will be playing other sports during the same time as the Indian Premier League (IPL). This time, Cadbury Dairy Milk nudges us to support Indian athletes as they compete in wrestling, boxing, hockey, table tennis and other tournaments across the globe. 

The idea is being manifested at the back of a tech-enabled engagement, wherein the special Rs 100 pack of Cadbury Dairy Milk carries a unique font on the front with each letter representing a different sport, and it carries a QR code. This code, when scanned, will lead to a microsite with a calendar of other sporting events during the same period as the IPL season. This dedicated microsite allows users to sign up for reminders and includes links to watch and support other sports. Taking this a step further, the brand has made arrangements for screens to be put up at stadiums where Indian athletes will be playing, to showcase the people who join the stream to cheer athletes. When a viewer joins the link shared via the microsite, they will join thousands more as they all come together to cheer sportsmen – no matter where they are. 

Watch the ad films: 

Sports lovers can register on www.cheerforallsports.com to demonstrate their support to the athletes that work hard all their lives and cheer them on as they walk into a ring or onto a field to play a sport.