Cadbury
Dairy Milk
This time around, we found a better reason for
'Kuch Meetha Ho Jaye!'
And it was to cheer our young girls to play sports.
Have a look at how we gave a taste of sweet victories to the young dreamers of the country to get into sports.
#GoodLuckGirls
After the immense success of the film that sent everyone down the nostalgic lane of the 90s and brought a wave of cheer for the Indian Women's cricket team, we wanted to level the field for every young dreamer by urging her to choose a sport of her choice. And we did so with small gradual steps.
So, we went two steps further and gave the film a momentum with
#GoodLuckGirls and a simple partnership with Magic Bus.
About the Initiative
GoodLuckGirls is an initiative by Cadbury Dairy Milk and Magic Bus to celebrate women in sports. We brought it alive on the ground by supporting future sports stars. We worked with parents and other community members to give young girls the platform to be able to pursue sports as a legitimate career path.
#KitDeIndia
We started #KitDeIndia to let India play a role in encouraging these young dreamers to pursue the sport of their dreams.
It involved them buying a new sports kit on amazon at affordable prices or donating an unused kit towards these young dreamers via Amazon.
And we did so with a series of cute messages that made people realise how far a dream like playing can be for some young ones.
We crafted our messaging in a way that highlighted the issue about girls having zero access to sports equipments and kits, making it a distant dream, much like a magic wand and the moon.
And thanks to that, we got more than 15,000 young girls enrolled for the #GoodLuckGirls initiative and trained them.
