Home Advertisement The "Fill in the thanks" print ad campaign by Cadbury and Oglivy

The “Fill in the thanks” print ad campaign by Cadbury and Oglivy

In the times of digitalization, where every other media agency is coming up with new AR and VR experience for advertising, Cadbury and Ogilvy select a completely old school ‘print media’ method, and with that, they reached over 3.2 Million people. They made a full-page print ad that gave each reader a chance to fill their customized Thanks to you, for each person who makes their lives easier every day. 

The print ad plays very subtly on everyone that has their unique heroes who make their lives stable and comfortable but mostly goes unnoticed. The ad allows its readers to look into the daily lives and the people in it. The ad focuses on people like maids, the cooks that packs your lunch, the rickshaw wala, the office admin who staff who arranges their desk, the society watchman etc. The copy leaves the blanks for the readers so they can fill the names accordingly who plays these roles in their lives, making each ad personal for each reader. 

This particular ad was released in 5 different languages in 7 publications. This print ad is part of the ongoing Cadbust dairy Milk campaign getting popular with #saythankyou which supports the noble spirit of the unacknowledged heroes in our daily lives and bridges the gap between the two individual; those being helped and those who are helping. Cadbury has partnered with Nirmana for this initiative. Nirmana is an NGO that aims to support workers of the unorganized sector for 17,000 daily wagers. 

Anil Viswanathan, Director, Marketing (Chocolates), Mondelez India said: “In line with our proposition of Inspiring Generosity and connecting people, we have activated the Thank You campaign in May which involves a multimedia campaign across all media touchpoints. This Print campaign aims to inspire people to “acknowledge the unacknowledged” – those who keep our lives ticking every day and whom we often forget to thank. We want people to be actively engaged in this idea and take action. From our end, we also want to contribute to this unacknowledged workforce and proceeds from the sales of our Thank You Bar will be used to secure Insurance for domestic workers in partnership with an NGO, Nirmaana.”


Sukesh Nayak, Chief Creative Officer, Ogilvy India (West), said,” ‘Fill in the Thanks’ is not just a print ad, it is a customized, personal thank you note for every reader. Igniting the spirit of acknowledgement of people in our lives who make our experience magical.” 

Neville Shah, Executive Creative Director, Ogilvy, said, “The idea makes each one of us realize the value of the people who help make our lives easier by making you actively fill in Your thanks.”

Ganapathy Balagopalan, Head of Strategic Planning, Ogilvy Mumbai, said, “In the digital world where brands struggle to engage audiences on social platforms, we thought using print might help to break the clutter. We hope the unexpected use of the medium will inspire people to acknowledge those they never acknowledged. People who most surely deserve at least a ‘thank you’. We sincerely hope this makes the world a wee bit kinder, generous, and less unequal.”


Agency: Ogilvy India 

Chief Creative Officer Worldwide: Piyush Pandey 

Chief Creative Officers, India: Sukesh Nayak, Kainaz Karmakar, Harshad Rajadhyaksha 

Creative Team: Sukesh Nayak, Neville Shah, Minal Phatak, Chirayu Palande, Archana Singh.

Also read: The beauty of the bold Ad campaign by Burger King

Chitransh Mittal
Chitransh Mittal
Strategic thinker, Content Creator, Digital Marketer, Social Media Researcher, Truth-seeker, Adventure Sports Enthusiast. I believe in the power of words, whether that means providing content for my company's blog or flexing my muscles in personal creative endeavors. No matter what, I keep my passion for storytelling and writing front and center. Content isn't a community, it's a quality which depends on its creator. Quality will always win out in the end. It's time for a new model which reflects this new reality. If you believe what I believe, I'd love to hear from you.


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