With cricket mania in India reaching fever pitch and with more games coming up in the next couple of months, Cadbury Dairy Milk has launched a new campaign, #CheerForAllSports. Guided by the brand’s purpose to inspire generosity in people, the multichannel campaign aims to bring India together to cheer for the Indian athletes across other sports who will be playing during the same time as IPL. With this, the brand is taking another step forward to encourage people to share and participate in the happiness of others.