Cadbury Dairy Milk has recently launched its new campaign ‘Kuch achha ho jaaye, kuch meetha ho jaaye’ to put the spotlight on small acts of goodness. As part of this campaign, Cadbury Dairy Milk has introduced a unique social initiative called ‘The Wrapper that Gives’.
The initiative has been conceptualised by Mondelez India and Ogilvy and is being activated in association with Reliance Jio and Pratham Education Foundation, an NGO that works for the welfare and education of children across India.
Anil Viswanathan, Director, Marketing (Chocolates), Mondelez India, said, “This campaign aims at celebrating the generous instinct in everyone, showcasing as to how such moments go on to strengthen human relationships. Through this initiative, we now want to explore the theme of achhai (goodness), building on the strong proposition of ‘Kuch meetha ho jaaye’. We are absolutely thrilled to partner with Pratham Education Foundation that has been doing some great work in the space of education for children. This initiative will truly help us spread the goodness around.”
The video shows a bunch of school children sharing Cadbury Dairy Milk among them. The video ends with a boy speaking about the initiative of donating one GB data per packet that will help children from the rural class to access the internet.
With ‘The Wrapper that Gives’, Cadbury Dairy Milk looks at providing an opportunity to consumers to participate in the generosity campaign. A consumer can unlock 1 GB data by clicking a photo of an empty wrapper of a Cadbury Dairy Milk. At the time of redemption, consumers are given an option to either keep the data for themselves or donate to Pratham Education Foundation so that they can make restricted, useful and safe access to the internet possible for children in rural communities. The wrapper thus becomes the currency of generosity that enables millions of consumers to partake in the movement of generosity.
Madhav Chavan, Co-founder Pratham Education Foundation, said, “Pratham is committed to providing learning opportunities to children in rural India. We are exploring effective use of technology in learning process, through a large-scale digital intervention. Safe and education focused internet access provides the children a chance to explore a new world of learning opportunities.”
The campaign went live in India on September 5 and will be hosted on the MyJio app for a period of four weeks. The offer will be available for Jio subscribers only. Once the campaign is over, the donated data will be passed on to Pratham Education Foundation, who will ensure that the collected data reaches the right schools to carry out the internet enabled learning activities among children.