Cadbury Dairy Milk has launched its inspiring campaign #SitTogether, in anticipation of the upcoming ICC Men’s Cricket World Cup 2023.

Conceptualized by Ogilvy India, this campaign is more than just chocolate: it encourages people break past divides and experience the joy of cricket together, because the excitement of match day is universal for everyone regardless of their roles.

In the film, there’s a scene where a man is talking about cricket to his domestic helper, and to his helper’s surprise, says that they will go to the stadium together to watch the match. The film ends with Cadbury Dairy Milk’s ‘‘Kuch achcha ho jaaye’ message. 

Cadbury Dairy Milk customers have already won exclusive tickets to the match via this campaign, which they have celebrated on Instagram:

Sukesh Nayak, chief creative officer, Ogilvy India, commented on this exciting new campaign: “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 this Cricket World Cup.”

Cadbury Dairy Milk’s #SitTogether will be further amplified by multiple media touchpoints, including TV, OOH advertising, social media, and helpful influencer partnerships. It will also use cricketing platforms and mobile publishers to engage their audience in innovating and unforgettable ways. Furthermore, the brand will initiate and organize #SitTogether experiences at stadiums, live screenings in societies, fan parks, etc.