Cadbury Dairy Milk from Mondelez India has rolled out a campaign building on the theme of ’Generosity’ and ‘Kuchh Meetha Ho Jaaye’, while extending a warm welcome to Australian ‘pitch’ brothers Steve Smith and David Warner.

Extending its Kuch Achha Ho Jaaye, Kuch Meetha Ho Jaaye proposition, the brand launched the OOH campaign mainly through outdoor hoardings, which has been deployed at the airport and on routes leading to the cricket stadium.

Ogilvy Mumbai, in collaboration with Ogilvy Melbourne, strategically rolled out hoardings announcing, 'Welcome back Steve and Dave’ in Jaipur, Hyderabad and Kolkata. This also resonates with their global proposition of “Generosity” and celebrates the generous instinct in people that go a long way in strengthening human relationships.

Commenting on this initiative, Anil Viswanathan, Director – Marketing (Chocolates), Mondelez India, said “We wanted to encourage people to be generous with their thoughts as well as their actions. In today’s extremely competitive world, people have started to become jaded and cynical. With this gesture, we hoped to remind all our consumers to be more inclusive in their thoughts and actions. It is extremely heartening to see that the engagement on the social media posts has been predominantly positive, reinforcing our belief that we as a people are inherently generous. After all, in India, we live by the code of ‘Atithi Devo Bhava’, the ultimate expression of generosity.”

Sukesh Nayak, CCO, Ogilvy India West said, "Offering a second chance without judgement or righteousness is one of the most generous things anyone can do. We wanted to give out a message that the goodness within us is what defines us. And we believe it’s not just the brand welcoming them back. It is the entire cricketing world and the fans being at their generous best by giving them an opportunity to get back to what they love most, cricket.”