Packing heat.

Building a brand that cuts through the biggest show in the world.

The Indian Premier League isn’t just a sporting event. It’s a cultural moment.

Noise. Colour. Energy.

A season long spectacle that captures attention at scale - and holds it. For Cadbury Dairy Milk, the opportunity was clear: show up in a way that feels unmistakably cricket, without losing what makes the brand iconic.

The challenge

Design a system that works harder than a campaign. A new core range. A limited-edition hero pack. And a scalable visual world that performs across pack, retail and Q-commerce. All while protecting the distinctive assets that make Cadbury, Cadbury.

What we did

We built a flexible design system that connects the energy of IPL with the brand's equity consistently across every touchpoint.

B! Clear

We anchored everything in recognisable brand assets. No reinvention. Just amplification. Illustration and copy were designed to be instantly legible - whether on shelf or on a mobile screen in a high-speed shopping environment. The limited-edition pack doesn’t just signal IPL. It creates a moment of ownership - something fans want to pick up, hold and share.

B! Relevant

We translated cricket culture into a credible brand world. Illustration style, movement and detail were crafted to feel authentic to the sport and its audience. Assets were built for the realities of Q-commerce — fast, visual, and thumb-stopping.

B! Consistent

We balanced familiarity with freshness. The system flexes for IPL without fragmenting the brand. Every execution — from pack to key visual — reinforces the same distinctive cues. The result is a brand that feels both special and unmistakably Cadbury.

 

The result

A connected brand experience designed for the biggest stage. From shelf to screen, every interaction builds the same memory structure: cricket energy, iconic Cadbury assets, and a system that scales at speed. In the noise of the IPL, the brand doesn’t just show up. It sticks.