In India, cricket is nothing short of a religion. It enjoys fandom that in unfathomable. But there are countless sports and countless sportspersons that remain unacknowledged, no matter the glory they bring our nation.

We wanted to inspire a country of a billion cricket fans to cheer for, not just one, but all sports that India’s hardworking athletes participate in.

We wanted the chant ‘India, India’ to resonate not just in cricket stadiums, but also in boxing, wrestling, badminton, hockey, and table tennis arenas.

We gave the fans ringside seats to matches by logging on to CadburyCheerForAllSports.com. We set up giant screens in matches being held in Asthana, Durban, Tashkent, Bangkok & London. Fans logging in from India were shown on the screen, and could cheer for the Indian sports stars competing in the tournaments, live!

The athletes who were expecting skeletal support and empty stands in a foreign land were greeted with giant screens featuring hundreds of familiar faces egging them on while they gave their best for the national team.

The average Indian is an avid cricket fan. The Indian Premier League 2023, India’s T20 cricket league played out to sold out stadiums and a record-breaking viewership number of 449 million viewers. The tournament’s final game saw an attendance of 101,566 fans in the stadium.

Our approach was to nudge the fans of cricket to take out time and cheer for all sports, and its sportspeople who were bringing success, medals and glory to our country.

The brand partnered with the official governing bodies World Table Tennis (WTT), International Boxing Association (IBA), The Fédération Internationale de Hockey (FIH) and United World Wrestling (UWW) to carry live match feed to fans in India, who in turn were simultaneously being displayed on special screens during the matches.

We created a microsite with a sporting calendar of Indian teams participating in Table Tennis, Boxing, Hockey and Wrestling world championships during the same time as IPL 2023. People logged on, created an alert and when the game came up they received a reminder to join the game and cheer, live, from a specially installed giant screen in the stadium.

The campaign was implemented over a specific timeline aligned with the IPL season to ensure maximum visibility and impact.

Over 5 million joined CheerForAllSports and we had fans cheering for 400+ live minutes of different India matches. And while the fans joined virtually, the effect and inspiration for the sportspersons was real.

· Reach of over 80% of the target audience, reaching over 160 million urban consumers.

· 25% sales growth compared to the same period in the previous year.

· Over 195 million views across campaign creatives.

· 8.5 million audience engagements with the campaign.

· 5.4 million audience visits to the microsite.

· 7 percentage point increase in ad recall.

· 5.3% increase in purchase intent.

· 97% of the audience had positive sentiments towards the campaign.

· Earned media value of approximately INR 4.5 million.

· Improved consumer loyalty and brand perception.