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With the ICC T20 Men’s World Cup scheduled to kickstart from 16 October, brands are in overdrive promoting the event. 

Thums Up, Coca-Cola India’s homegrown brand, has unveiled a new ‘StumpCam’ campaign to provide fan with exclusive access to match footage and content. Thums Up says that it will be adopting a digital-first, multi-tech marketing approach to drive consumer engagement for the content-led campaign.

The campaign, which features cricketers and superstar bowlers Jasprit Bumrah, Umran Malik, and Brett Lee, is promoting how fans get access to match moments, straight from the pitch.

After each World Cup match, the Stump Cam video of cricketing moments will be accessible to viewers by scanning a QR code on the Thums Up bottle. 
 
Arnab Roy, vice president & head-marketing, Coca-Cola India & Southwest Asia, says, “Thums Up’s “Stump Cam” will offer audiences the most ‘Toofani’ view of key moments of the tournament - leveraging the Stump Cam footage was a disruptive opportunity that would bring to fans a complete new way of experiencing the game. This is the first time we are doing a content-led campaign, voiced by cricketing stalwarts like Harsha Bhogle."

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The campaign film has been conceptualized by Ogilvy. 

Ritu Sharda, chief creative officer, Ogilvy India- North, says, “From sitting on tree-tops, to gathering around paan shops, India has watched cricket in every possible way. But we wanted to give Thums Up fans an opportunity to get the most toofani ‘view’ in the house and frankly that's where Thums Up Stump Cam found its genesis. We wanted people to really feel the rush of a ball coming right at them at 95 mph. We wanted them to experience cricket, like a cricketer does, right from the middle of the pitch. We are partnering with ICC and Oaktree Sports, for a 24-hour match to pack to screen marathon."
 
Thums Up has been a long standing partner of the ICC (International Cricket Council). The Coca-Cola Company has a long history of partnering with major sporting events around the world, including an eight-decade long association with the Olympics, four decades with the FIFA, and nearly 25 years with World Cup Rugby. 



Thums Up unveils new ad campaign ahead of ICC Men's T20 World Cup 2022

Taking Cadbury's global brand positioning centred on genuine, low-key acts of kindness and generosity ahead, Cadbury Dairy Milk has rolled out a new advertising campaign. The commercial adds a new dimension to the brand’s narrative and nudges people to be there for someone.

In the ad, a politician is seen along with his bodyguards rushing to a dias amid the crowd cheering for him. One of his closest aides is seen checking the time nervously at his duty. Observing this, and much to the viewers’ surprise, the politician asks for his daughter’s roll number. While the bodyguard is left perplexed, he proceeds to check the results on the phone. Realising that she has cleared the entrance exam, the politician offers a Cadbury Dairy Milk which he has carried to celebrate the good news with his bodyguard and asks him to take the day off and celebrate with his family. 

The emotive thought of ‘Kisi Aur Ki Khushi Mein Shaamil Ho Kar Dekhiye’, leaves viewers with the message of looking beyond one’s reality and being a part of others' happiness.  

Watch the film here.

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From introducing limited edition Thank you bars in 2020 for recognizing the unsung heroes during the pandemic to acknowledging the efforts of often unacknowledged cricket ground staff members, the brand has successfully moved from storytelling to story-doing. Building on the same thought, the award-wining Diwali campaign #NotJustACadburyAd also created the right kind of consumer connect. With this latest effort, the chocolate brand aims at adding some extra ‘meethas’ in everyday relationships.  

Commenting on the new campaign, Anil Viswanathan, vice president - marketing, Mondelez India, said, “Since 2018, generosity remains an innate part of Cadbury Dairy Milk’s storytelling that continues to connect consumers across all the geographies. Shining a spotlight on the inner ‘acchai’ and keeping purpose at the heart of our messaging, we have rolled out multiple campaigns that celebrate small acts of kindness. Taking a step forward in the same direction, our latest effort reiterates the meaning of ‘Kuch Acha Ho Jaye, Kuch Meetha Ho Jaye’ by urging individuals to share others’ happiness with a big heart and make their ‘meetha’ moments even more special.  Built on the simple insight that entitlement can create distance in relationships, we believe that the campaign’s powerful, yet relatable narration will inspire people to look beyond their own realities and create shared moments of happiness.” 

Sukesh Nayak, chief creative officer, Ogilvy India, added,  “When we forget our entitlements and treat all as equal and celebrate their happiness as if it is ours, the joy is doubled. This is the thought behind our latest campaign on Cadbury Dairy Milk.  This thought beautifully builds on the brand’s ongoing generosity platform. The campaign will have many touch points that will inspire us to join in and celebrate not just ours but in others happiness too.” 

The launch will be supported by a 360-degree communication campaign with amplification across media touchpoints.  
 
    
 
 
 
 








Cadbury Dairy Milk wants consumers to find new moments of happiness

Indian agencies won three Lions on Day 2 of the ongoing Cannes Lions International Festival of Creativity. Dentsu Webchutney picked up a Gold Lion for VICE World News’ 'The Unfiltered History Tour' campaign in the Digital Craft category.

Byju's got a Silver for its 'Masterji' campaign in Entertainment Lions and DDB Mudra won a Silver Lion too. The agency won the metal in the Industry Craft category for 'A Silent Frown' campaign for the Charlie Chaplin Foundation.

On Day 3, India agencies have added a total of 50 shortlists to the kitty. Here are the campaigns that are competing for Lions across Direct, Creative Data, Media, PR, Social &amp; Influencer categories:

<strong>Creative Data Lions</strong>

Ogilvy India got two shortlists for Cadbury Celebrations’ ‘Shah Rukh Khan - My Ad’.

https://youtu.be/R3FnhpelBR0

<strong>Direct Lions</strong>

This year, India got nine shortlists in Direct Lions.

Ogilvy India picked up two shortlists for Cadbury Celebrations’ ‘Shah Rukh Khan - My Ad’.

FCB India, Kinnect Mumbai, and FCB Chicago got three shortlists for SOS Children's Villages India's ‘Chatpat’ campaign.

https://youtu.be/vIm7oxT9hHw

FCB India along with FCB Chicago also grabbed two shortlists for the campaign ‘The Nominate Me Selfie’ for The Times of India. FCB India's work 'Unbox Me UNAIDS' for UNAIDS is also shortlisted.

McCann India received one shortlist in this category. The agency bagged it for Ujjivan Small Finance Bank’s Shagun Ka Lifafa campaign.

<strong>Media Lions
</strong>

India has a total of 12 shortlists in Media Lions.

FCB India and FCB Chicago picked up six shortlists - three for The Times Of India's ‘Nominate me Selfie’ campaign; and three for SOS Children’s Village India’s campaign ‘Chatpat’. This campaign was done in collaboration with the network’s digital agency Kinnect.

Ogilvy India also got three shortlists in Media Lions. Two for Cadbury Perk’s ‘Perk Disclaimer’ campaign, and one for Cadbury Celebrations’ ‘Shahrukh Khan - My Ad’ campaign.

BBDO India received two shortlists. One each for P&amp;G’s ‘Name Change Pack #ShareTheLoad’ and ‘See Equal #ShareTheLoad’ campaigns.

Mindshare got shortlisted for Sunlight Detergent's ‘Bring Colors Back in the Lives of the Weavers’ campaign.

<strong>PR Lions
</strong>

SOS Children’s Village India's ‘Chatpat’ campaign by FCB India and Kinnect India got three shortlists. FCB India's ‘Unbox Me’ campaign done for Unaids picked three shortlists too.

VMLY&amp;R India’s campaign ‘Adeli’ done for Unipads has received three shortlists.

BBDO India's work ‘See Equal Share The Load’ for Ariel has two shortlists. Dentsu Webchutney and Ogilvy India has got one shortlist each. Webchutney picked for its ‘The Unfiltered History Tour’ campaign and Ogilvy India for ‘Nothingcoin’

<strong>Social &amp; Influencer Lions
</strong>

Indian agencies added a total of 14 shortlists in the Social &amp; Influencer category.
Dentsu Webchutney's ‘The Unfiltered History Tour’ for VICE World News got five shortlists.

Ogilvy India has one shortlist for Cadbury Celebrations’ ‘Shahrukh Khan - My Ad’ campaign.

FCB India and Kinnect campaign ‘Chatpat’ for SOS Children's Villages India's got four more shortlists. FCB India’s campaign ‘Unbox Me’ for UNAIDS has bagged three shortlists. The agency has also received one more shortlist for the ‘Nominate Me Selfie’ campaign for The Times Of India.

50 shortlists for India on Day 3 at Cannes Lions

VMLY&amp;R Commerce’s ‘Smart Fill’ campaign for Unilever has been shortlisted for one Creative Business Transformation Lion, and three lions in the Creative Commerce category. (image: Screen grab)
India’s report card at the ongoing Cannes Lions International Festival of Creativity looks solid and promising. On Day 2 at the ongoing Oscars of advertising, shortlists for Mobile Lions, Brand Experience &amp; Activation Lions, Creative Business Transformation Lions, and Creative Commerce Lions were announced. India has managed to add 20 more shortlists to its kitty, taking the total shortlist tally for India to 57.

In Mobile Lions, Dentsu Webchutney’s ‘The Unfiltered Tour’ for Vice Media made three shortlists. On Day 1, the campaign won the Grand Prix award in the Radio and Audio Lions. It is so far India’s most shortlisted campaign at Cannes Lions this year.

Ogilvy India’s ‘Nothingcoin’ for Cadbury 5 Star also got one shortlist in Mobile Lions.

https://youtu.be/lRWwym-WCYc

DDB Mudra’s ‘Stayfree Project Free Period’ campaign for Johnson &amp; Johnson’s bagged the only Creative Effectiveness shortlist for India.
Indian agencies managed to pick up a total of 10 shortlists in the Brand Experience &amp; Activation category. Ogilvy India got shortlisted for ‘Shah Rukh Khan - My Ad’ in two sub-categories. Dentsu Creative India again secured three shortlists for Vice Media’s ‘The Unfiltered Tour’.

FCB India along with FCB Chicago grabbed three shortlists for the campaign ‘The Nominate Me Selfie’ for The Times of India. VMLY&amp;R has also been shortlisted for Unipads’ ‘Adeli’ campaign. The agency’s commerce unit added a shortlist for Unilever’s ‘Smart Fill’ to its Cannes cart.

In the Creative Business Transformation Lions, VMLY&amp;R Commerce got one shortlist for its Unilever’s ‘Smart Fill’ campaign. The campaign has three in the Creative Commerce category. McCann India received one shortlist in Creative Commerce Lions too. The agency bagged it for Ujjivan Small Finance Bank’s Shagun Ka Lifafa campaign.

No Indian entries qualified in Creative Strategy Lions.

Cannes Lions 2022: Indian creatives shortlisted for 20 more Lions on Day 2

Storyboard18 caught up with Arnab Roy, VP and head, marketing, Coca Cola INSWA; Piyush Pandey, chief creative officer worldwide and executive chairman India of Ogilvy; and Sukesh Nayak, chief creative officer of Ogilvy India for an exclusive conversation about the making of the new Thums Up ad campaign.
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OGILVY INDIA