As India gets ready for the cricket season, Mondelez India’s exemplary brand, Cadbury Dairy Milk has collaborated with Mumbai Indians, as their official Goodness Partner to broaden the idea of acknowledging the unacknowledged with the “#SayThankYou” initiative.
As part of this startup, the brand will two-fold the total runs scored in all Mumbai Indians matches to offer health insurance for daily wage workers via its NGO partner ‘Nirmana.’
Keeping his viewpoints on the deal, Anil Viswanathan, senior director, marketing (chocolates), insights & analytics, Mondelez India declared- “As an optimistic and advancing brand Cadbury Dairy Milk has always been of the opinion that a little bit of magnanimity can go a long way, and often, it’s the minute attitudes that have the giant impact.
This year has made us all understand the value of the people that run our cities, societies, lives and this has been the core thought behind the brand’s #SayThankYou initiative. Cricket being one of India’s biggest admirations, we chose to use the platform of T20 to motivate our consumers to “Say thank you” to those who make our lives more facile”.
So, this season, the total runs scored in every Mumbai Indians match will go beyond cricket. We are very delighted to have one of the country’s favourite team, partnering with us in this journey of acknowledging the unacknowledged and extending gratitude to those who work behind the scenes to make the team and its players a success on the field.
The company has been working through Nirmana to greet the unacknowledged by sponsoring health insurance, a vital need for unorganized workers and daily wage labourers. This is a protraction of the munificent journey where recently it has announce part proceeds of its Limited-Edition ‘Thank You’ Bar sale towards this initiative sponsoring insurance for ~17,000 daily wagers.
Commenting on the association, Mumbai Indians spokesperson notified- “We are extremely glad to be associated with Cadbury Dairy Milk. At Mumbai Indians, we have faith in compassion, gratitude, and togetherness. The ‘One Family’ philosophy of Mumbai Indians exemplifies the same feeling in true spirit.
The ‘Say Thank You’ campaign by Cadbury Dairy Milk is a highly praiseworthy startup that also matches with our thoughts. The world is facing a very challenging situation and it is essential that we extend care and empathy as a united force to the needy. We anticipate that through this collaboration, we are able to spread smiles and help the ones are affected.”