Cadbury Dairy Milk has unveiled its World Cup campaign #SitTogether to bring alive the joy of cricket. As per the company, the campaign encourages people to transcend these divides by embracing the act of sharing the love for cricket.
Talking about the campaign, Nitin Saini, vice president of marketing, Mondelez India said, “We are happy to launch our campaign #SitTogether ahead of the World Cup, inspiring people to experience the joy of cricket together and foster a sense of togetherness and shared happiness. We believe that the excitement of big match days is universal, regardless of people’s backgrounds or jobs. With this campaign, we urge consumers to join us and make this year’s match viewing moments truly inclusive and meetha (sweet) for all.”
The campaign is conceptualised by Ogilvy India.
“The love for cricket unites us all, when we are down, we pray together, when we win, we celebrate together. So then, why not watch it together too? Building on our generosity platform, we are very excited to have created #SitTogether, a digital platform to enable people to watch the match from the stadium with a member of their staff. This is a human idea that will help foster a true sense of togetherness and happiness during this Cricket World Cup,” Sukesh Nayak, chief creative Officer, Ogilvy India, added
Moreover, #SitTogether will also be amplified via multiple media touchpoints, including TV, OOH advertising, social media and influencer partnerships. The brand will also leverage cricketing platforms and mobile publishers to engage the audience. Additionally, Cadbury Dairy Milk will enable and facilitate #SitTogether experiences at stadiums, fan parks, live screenings in societies, among others.
“ICC is happy to collaborate with Cadbury Dairy Milk for the Cadbury #SitTogether campaign, which combines the unique India passion for cricket with the national pride of all competing nations to create an unrivalled global sporting occasion. This partnership celebrates the incredible power that the World Cup has in uniting nations and fans across different cultures,” Anurag Dahiya, chief commercial officer, ICC, said.
