“Iit wasn’t for them, we wouldn’t have found our famous cricketers.”

Cadbury Dairy Milk pays a tribute to the unsung heroes behind-the-scenes of cricket with its latest #ThankYouFirstCoach campaign.

Through a 2-part film series, this campaign shines a much-needed spotlight on the first coaches of India’s favorite cricketers who nurtured their talents from beginning to end.

Reflecting the brand’s purpose of generosity, the campaign features the coaches of cricketers Surya Kumar of Mumbai Indians and KL Rahul of Lucknow Super Giants, showcasing their appreciation for the mentors who played vital roles in shaping their careers.

“We acknowledge their flick shot. We acknowledge their technique. We acknowledge their grit and spirit. Now, it is time to acknowledge those who taught them this, first,” they wrote.

Nitin Saini, VP- Marketing, Mondelez India commented on the campaign, “Through this emotional odyssey, we not only celebrate the transformative power of gratitude but also champion the profound impact of these guiding lights in shaping dreams and fostering talent- the first risk-takers, the first believers, the first mentors. As we honor the silent architects behind cricket’s success stories, we invite everyone to join us in this heartfelt tribute, embracing the sweetness of appreciation and the joy of acknowledging those who paved the way for greatness.”

Sukesh Nayak, chief creative officer, Ogilvy India, added “Cadbury Dairy Milk has been using the biggest cricketing event in the country, IPL, to shine the spotlight on those important aspects of the game that don’t get the due recognition. This year it’s the first coaches of the stars of cricket. Our starting point was a simple question, when fans cheer for the players every time they play their famous shots, do they really know who would have helped them develop that shot before they become popular? We simply wanted to acknowledge these GURUs of the game and nudge the country to thank them for their contribution towards the game, moreover towards turning our favourite players into stars.”

As part of the campaign, Cadbury Dairy Milk is designing special jerseys for these mentors, honored with the names of their iconic pupils from Mumbai Indians and Lucknow Super Giants. Additionally, Cadbury Dairy Milk has also introduced special packs that will allow fans to join the movement and express their gratitude for their own mentors. Lastly, as a gesture of appreciation, the brand has extended an exclusive invitation to the first coaches of every IPL player to join them in the family box during cricket matches, allowing cricketers to publicly acknowledge and thank their coaches, fostering a sense of community and gratitude in the cricket world.