Categories Name : Web

Sub-Category : Best Benchmark Content / Branded Content

Entry Name (Campaign) : Making India more Generous with Million Thank You

Results

• 20 Mn+ Thank You bars were produced and sold across the country
• The campaign reached out to 350mn+ urban consumers while more than 150mn people engaged with the brand across touchpoints
• Over 20 Mn Thank You messages were shared and through this we collected 20 MN First Party Data
• The campaign construct has become a template for future Thank You executions happening on CDM
• The campaign also had a significant positive rub-off on the rest of the category. As a category leader, CDM found a way to give people many good reasons to enjoy the chocolate bar
• This campaign won the best Integrated Campaign by any Mondelez brand globally in 2020 in the Global Mondelez Marketing Excellence Awards (Internal) and many awards at EMVIES and Cannes hosted in 2021-22
• Considering the engagement, we managed with our partnership with Mumbai Indians, we decided to continue the partnership going into 2022 IPL season too and further build on the Thank You proposition
• Brand Equity scores for the brand on the measure “Is a brand that is generous” grew by 20pp
• Campaign generated earned media of about USD 1Mn