The love for cricket unites 1.4 billion Indians. And yet when it comes to watching cricket, it is two Indias watching. Watching it separately. Our deep-rooted class divide stops us from sitting together to enjoy the game we all love.

Cadbury Dairy Milk actioned its purpose of ‘inspiring generosity in relationships’ amidst the thumping excitement of ICC Cricket World Cup 2024 happening in India.

The idea was to use this opportunity to influence a shift in sentiment gently through cricket.

With #SitTogether, we presented a simple and direct call to action… this World Cup sit together and watch the match with someone who you do not usually do it with. It got bosses to sit with those who work for them, from drivers to office boys to cooks to security guards and more. Anyone, with whom, hitherto, the class divide had made it impossible to share a seat with.

During the World Cup, we gave free seats together, in the stadiums, for those who were willing to make a change. A chance of sitting together with the ones who work for them like their house-helps, drivers, cooks, peons, etc. We also brought celebrities on board who inspired people to sit together to watch the matches at home.

The human initiative by Cadbury Dairy Milk helped break the class divide and got India to #SitTogether to cheer for team India. It also inspired millions to do the same, by sitting together and watching the game together, at home and in offices.

We chose India’s most awaited sporting event, the ICC Men’s World Cup 2024. A total of 1,250,307 spectators attended matches, and registered a record 1 trillion global live viewing minutes of broadcast.

As India’s favourite chocolate, Cadbury Dairy Milk is enjoyed by people across generations. However, the bulk of its consumption comes from folks between 15–40-year-olds band who happen to consume snacks while watching cricket.

We asked people to simply scan a Cadbury Dairy Milk pack, log on to a microsite and enter their details and the details of their staff member who they wished to Sit Together and watch the match with. If they were willing to break the class divide, we were willing to send them to the stadium, together.

The campaign aligned with the duration of the ICC Men’s World Cup 2024, strategically leveraging the excitement and enthusiasm surrounding cricket in India and the world.

Partnerships with the International Cricket Council (ICC) and Star Sports provided opportunities to make #SitTogether happen for the winners during every one of the 48 matches of the World Cup in 2024.

The 13th edition of the ICC Cricket World Cup shattered the previous records of spectator turnout in stadiums as 1,250,307 fans passed through the stadium gates to witness World Cup matches in India.

To have our human initiative campaign make a mark in the middle of this dizzying excitement gave it even more meaning and purpose.

Over 84% of the target audience, approximately 165 million urban consumers, engaged with the campaign.

The campaign garnered over 205 million views across creatives, with half a million participants sharing their stories of inclusion.

Meta and YouTube assets delivered VTRs higher-than-benchmark by 8pp on Meta, 18pp on YouTube respectively.

The campaign generated organic momentum, resulting in earned media worth INR 63 million, demonstrating its impactful reach and resonance.

The campaign witnessed an uplift of 5pp in ad recall and 7pp on message association, with positive sentiments expressed by millions of participants, reinforcing Cadbury Dairy Milk's brand values of kindness and inclusivity.

The campaign ignited a spark with the support from a million audiences, encompassing #SitTogether with positive sentiments with words like "truly heart-touching", "wholesome", and "beautifully honest"

The initiative helped break the class divide and got India to #SitTogether to cheer for team India.