Cadbury Dairy Milk has replaced its logo with the words 'thank you'.
The initiative was conceptualised by Ogilvy, as the brand looks to deliver thank you messages to women and men who go about their jobs without seeking praise or pats on the back.
This is the first time in its 70-year history in India that Cadbury Dairy Milk has created a pack innovation that replaces its logo.
The ‘Thank You’ bars will be made available in different languages - English, Hindi, Marathi, Gujarati, Bengali, Tamil, Telugu, Kannada and Malayalam.
Mondelez India has committed a part of the proceeds from the sale of the bars towards health insurance policies for daily wagers (i.e. labourers, domestic help, etc.) via a partnership with Nirmana, an NGO working with the unorganised sector.
Anil Viswanathan, director-marketing (chocolates), Mondelez India, said, “Cadbury Dairy Milk as a brand, believes that if there’s one thing that can shine a beam of light in the world, it is generosity. Especially in tough times like these. As India’s most trusted brand, we understand the special role Cadbury Dairy Milk plays in the lives of our consumers. This special pack-innovation represents the nation’s sentiment. The current unprecedented situation has made us all realise 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."
Sukesh Nayak, chief creative officer, Ogilvy India, said, “The idea of saying Thank you with a Cadbury is a simple and heartfelt way to further inspire the spirit of generosity amongst people. The bar not only highlights the tension but presents itself as a solution to the need to acknowledge those who add magic to our life by their dedication.”
Client: Mondelez India
Agency: Ogilvy India
Chief creative officer worldwide: Piyush Pandey
Chief creative officers, India: Sukesh Nayak, Kainaz Karmakar, Harshad Rajadhyaksha
Chief client officer, India: Hephzibah Pathak
Creative team: Sukesh Nayak, Neville Shah, Chinmay Raut, Swagata Banerjee, Minal Phatak, Yogesh Mani Pradhan, Chirayu Palande, Vaibhav Patil, Sheena Khan, Wayne Mathias, Saurav Das, Archana Singh, Hetal Joshi
Account management: Prakash Nair, Antara Suri, Neha Shah, Princia Dsouza, Manseerat Sethi, Deeksha Chaturvedi, Smita Sodhia
Planning: Ganapathy Balagopalan, Bhakti Malik, Prasidh Dalvi, Anushka Mukherjee