Ramesh and Suresh, the brand’s ambassadors, saw the match, recorded their quirky commentary and uploaded it on SoundCloud. Post which, they shared it with their fans on Twitter. All this in real-time, and in context with the match. How?

With Twitter cards that allow rich-media, we integrated it with the free music streaming portal, SoundCloud.

We gave our fans a one of its kind cricket experience as we tweeted bite-sized entertaining audio commentary, Live on Twitter.

The biggest result was that Cadbury 5 Star became the most heard brand on SoundCloud, globally, during the World Cup.

With several live recorded commentary tracks, we managed to reach over 4 million socially active youth in India.

Our Twitter growth rate doubled compared to our competition. The audio tweets were ReTweeted and Favourited 4 times more than any other chocolate brand in India. Influencers and the press showed us love with unpaid articles, mentions and shares.

Lastly, with a minuscule budget and a distinct brand 'voice', for the very first time Twitter turned into an online live radio station.