This is the first time in the brand's 70-year history in India that the brand has replaced its logo.
Anil Viswanathan, director – marketing (chocolates), Mondelez India said, “Cadbury Dairy Milk as a brand, believes that if there’s one thing that can shine a beam of light, in tough times like these, it is generosity. As India’s most trusted brand, we understand the special role Cadbury Dairy Milk plays in the lives of our consumers. We felt a sense of duty as we created a pack innovation that represents the nation’s sentiment.”
To celebrate the linguistic diversity across India, the bars will be launched in eight different languages - English, Hindi/Marathi, Gujarati, Bengali, Tamil, Telugu, Kannada and Malayalam, to deliver the message of gratitude and support from each and every one of us.
“The current unprecedented situation has made us all realise the value of the ones that run our cities, societies and lives. This launch serves as a small tribute for their enormous efforts and only begins to express our collective thanks to these unsung heroes,” he added.
In addition, the brand’s commitment part proceeds from the Thank You Bar sale towards health insurance policies of the daily wage earners via a partnership with Nirmana, an NGO that works with the unorganised sector.
The bar will be priced at Rs 40 for 50 grams and will be available as a choice alongside other Cadbury Dairy Milk price points across all retail channels.