Year
2021
Category
Marketing Campaign
For the first time in its 70-year history in India, Cadbury Dairy Milk innovated their packaging and replaced its logo to the words ‘Thank You’ to validate and thank the domestic help, the driver, the security guard, the milkman, and just a few of the countless women and men who go about their jobs without seeking praise or pats on their back.
The ‘Thank You’ bars were launched in eight different languages – English, Hindi/Marathi, Gujarati, Bengali, Tamil, Telugu, Kannada and Malayalam, to deliver the message of gratitude and support from each and every one of us to our respective help and support systems.
The campaign was further amplified with a social media drive where-in customers could upload photos of the individuals whom they intended to thank along with the reason/story on why they wanted to thank him/her. Cadbury received over 15,000 thank you wishes from all over the country in the form of texts, videos, and audio messages.
We partnered with them on this journey of gratitude, where every thank you wish validated someone’s efforts.
Over 1000 heartfelt thank you's made it to the top, and the most preferred ones received a special hamper from Mumbai Indians.
