Cadbury Dairy Milk is recognised as sweet goodness and generosity for over a billion Indians. So, when a study revealed that they are less likely to say ‘Thank You’ to people they encounter every day compared to other nations, we wanted to spread the emotional benefits of sweetening human interactions. 

Cadburys started to publicly thank the most underappreciated people in the most influential and obvious places. By partnering with one of the largest TV networks in India, and having news anchors, game show hosts and sports broadcasters publicly thank the teams behind their success.

Wavemaker also launched the ‘thank you bar’ providing an easy way for people to thank others for doing a great job.

12 million limited edition Thank You bars in eight languages were sold. The proceeds funded health insurance for 20,000 unskilled labourers. We reached 170 million + consumers, 90% of our target.