As MI’s Goodness Partner During IPL, We #SayThankYou to People, Says Anil Viswanathan of Mondelez

Marketing | September 25, 2020 | News

Mondelez India Mumbai Indians Cadbury Dairy Milk IPL

With India geared up for the cricket season, Mondelez India’s iconic brand, Cadbury Dairy Milk, has partnered with Mumbai Indians, as their official Goodness Partner to spread the message of acknowledging the unacknowledged with its newly launched ‘#SayThankYou’ initiative.
Anil Viswanathan, Senior Director - Marketing (Chocolates), Insights & Analytics, Mondelez India shares his views on launch of the initiative and partnership with MI. 

Launch of #SayThankYou initiative

Cadbury Dairy Milk announced the #SayThankYou initiative by launching a limited-edition Cadbury Dairy Milk ‘Thank You’ bar in recognition of the generous spirit of the country’s unsung heroes during these difficult times.
“Cadbury Dairy Milk as a brand, believes that if there’s one thing that can shine a beam of light, in tough times like these, it is generosity. As India’s most trusted brand, we understand the special role Cadbury Dairy Milk plays in the lives of our consumers. We felt a sense of duty as we created a pack innovation that represents the nation’s sentiment. The current unprecedented situation has made us all realize the value of the ones that run our cities, societies and lives. This launch serves as a small tribute for their enormous efforts and only begins to express our collective thanks to these unsung heroes,” said Anil Viswanathan.

Goodness Partner of Mumbai Indians

Cadbury Dairy Milk has partnered with Mumbai Indians for the 13th edition of the Indian Premier League (IPL) as its official Goodness Partner to spread the message of acknowledging the unacknowledged with the ‘#SayThankYou’ initiative. As part of this initiative, the brand will double the total runs scored in all Mumbai Indians matches to provide health insurance for daily wage earners through its NGO partner Nirmana.

“As an optimistic and progressive brand, Cadbury Dairy Milk has always believed that a little bit of generosity can go a long way, and often, it’s the smallest gestures that have the biggest impact. This year has made us all realize the value of the people that run our cities, societies, lives and this has been the core thought behind the brand’s #SayThankYou campaign. Cricket being one of India’s biggest passions, we wanted to use the platform of IPL to inspire our consumers to ‘Say thank you to those who make our lives easier’ So, this season, the total runs that are scored in every Mumbai Indians match will go beyond cricket. We are very excited to have one of the country’s favourite teams joining us in this journey of acknowledging the unacknowledged and expressing gratitude to those who are working behind the scenes to make the team and its players a success on the field,” Viswanathan added.

Cadbury Dairy Milk has been working to acknowledge the unacknowledged by sponsoring health insurance, a critical need for unorganised labour and daily wage earners, through Nirmana. This is a continuation of the Generosity journey where recently Cadbury Dairy Milk has committed part proceeds of its Limited-Edition ‘Thank You’ Bar sale towards this cause, supporting insurance for ~17000 daily wagers.

Mondelez India’s iconic brand Cadbury Dairy Milk is the official Goodness Partner of Mumbai Indians to spread the message of acknowledging the unacknowledged with the ‘#SayThankYou’ initiative.

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