This IPL, Cadbury Dairy Milk celebrates off-screen heroes behind on-screen ones with #ThankYouFirstCoach

Delhi: Cadbury Dairy Milk aims to pay homage to the unsung heroes behind the success of cricket stars with its #ThankYouFirstCoach campaign. Through a 2-part series of films, the campaign shines a spotlight on the mentors aka cricketer’s first coaches who were the first ones to recognise and nurture their talent from grassroots to grandeur.

Cadbury Dairy Milk's #ThankYouFirstCoach campaign features the coaches of cricketers Surya Kumar of Mumbai Indians (MI) and KL Rahul of Lucknow Super Giants (LSG). The campaign also encourages fans to participate by expressing gratitude to their own first coaches, highlighting the transformative power of appreciation in nurturing talent and fostering aspirations. 

Commenting on the campaign, Nitin Saini, VP- Marketing, Mondelez India, said, “Over the past few years, the marriage between cricket and generosity at the back of impactful story-doing has driven strong consumption growth and saliency for our brand. And the aim is to only accelerate this journey in 2024 with Cadbury Dairy Milk's #ThankYouFirstCoach campaign epitomising the brand’s purpose of 'generosity’. Through this emotional odyssey, we not only celebrate the transformative power of gratitude but also champion the profound impact of these guiding lights in shaping dreams and fostering talent- the first risk takers, the first believers, the first mentors. As we honor the silent architects behind cricket's success stories, we invite everyone to join us in this heartfelt tribute, embracing the sweetness of appreciation and the joy of acknowledging those who paved the way for greatness."

Sukesh Nayak, Chief Creative Officer, Ogilvy India, added “Cadbury Dairy Milk has been using the biggest cricketing event in the country, IPL, to shine the spotlight on those important aspects of the game that don’t get the due recognition. This year it’s the first coaches of the stars of cricket. Our starting point was a simple question, when fans cheer for the players every time they play their famous shots, do they really know who would have helped them develop that shot before they become popular? We simply wanted to acknowledge these GURUs of the game and nudge the country to thank them for their contribution towards the game, moreover towards turning our favorite players into stars.”

Shekhar Banerjee, Chief Client Officer and Office Head, West, North and East, Wavemaker India, mentioned “Cadbury Dairy Milk’s latest campaign stands as a testament to the often-overlooked heroes behind our cricketing legends—their first coaches. Through this campaign across multiple touchpoints and unique partnerships, we are dedicated to bringing in the limelight to these unsung heroes who shaped our cricket stars. Watch out as we unveil this heartfelt tribute to the first coaches during this highly anticipated IPL season.”

As part of the campaign, special jerseys are being designed for these mentors, honoured with the names of their star pupils from Mumbai Indians and Lucknow Super Giants.  In addition to this, Cadbury Dairy Milk has introduced special packs.