Cadbury Dairy Milk praises India's cricket unsung heroes with gratitude

#ThankYouFirstCoach: A 2-part series celebrating heroes nurturing talents, recognizing India's finest players, brought by the brand

Mar 21, 2024 - 17:45

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Cadbury Dairy Milk praises India's cricket unsung heroes with gratitude

As the Indian Premier League (IPL) 2024 draws closer, Cadbury Dairy Milk launches its #ThankYouFirstCoach campaign, paying tribute to the mentors behind India's cricket stars. Through a 2-part series, the campaign sheds light on the first coaches who recognized and nurtured talent from grassroots to greatness.

Aligned with the brand's ethos of generosity, the #ThankYouFirstCoach campaign features mentors of renowned cricketers Surya Kumar of Mumbai Indians (MI) and KL Rahul of Lucknow Super Giants (LSG). These heartwarming films capture the emotional exchange between players and coaches, celebrating the transformative power of gratitude in talent development.

Nitin Saini, VP-Marketing at Mondelez India, emphasizes the brand's commitment to gratitude and talent acknowledgment. The campaign aims to spotlight the profound impact of first coaches in shaping cricket's future while inviting audiences to join in the tribute.

Sukesh Nayak, Chief Creative Officer at Ogilvy India, underscores the campaign's focus on acknowledging the unsung heroes of cricket. #ThankYouFirstCoach urges fans to express gratitude to their mentors, recognizing their pivotal role in shaping cricket stars.

Shekhar Banerjee, Chief Client Officer at Wavemaker India, highlights the campaign's dedication to bringing recognition to cricket's first coaches. Through partnerships and unique touchpoints, the campaign aims to honor these unsung heroes during the IPL season.

Special jerseys are designed for these mentors, bearing the names of their star pupils from MI and LSG. Cadbury Dairy Milk introduces special packs for fans to join the #ThankYouFirstCoach movement, symbolizing gratitude for their mentors. Additionally, the brand extends exclusive invitations to IPL player coaches, offering them a chance to be acknowledged during matches.

Cadbury Dairy Milk's #ThankYouFirstCoach campaign not only celebrates cricket's unsung heroes but also fosters connection and gratitude within the sporting community.