Cadbury Dairy Milk Pakistan, in collaboration with Ogilvy Pakistan’s PR&I division, has hosted the country’s first-ever brand-led Creator Camp, setting a new benchmark for authentic brand-creator partnerships. The immersive event, held on Oct 15 in Karachi, brought together 27 prominent content creators from TikTok and Instagram, including Romaisa Khan, Reham Rafiq, Aina Asif, Ken Doll, Arzu Fatima, Taimoor Akbar and Ali Abdullah Durrani, to co-create and align with the brand’s Made to Share campaign.
Blending creativity with generosity at its heart, the initiative positioned creators not merely as campaign amplifiers but as genuine collaborators. Each participant contributed their unique voice, audience insight and storytelling style to shape a collective vision of Cadbury Dairy Milk’s philosophy of sharing and kindness.
The Made to Share campaign celebrates small gestures that bring people together through a limited-edition range of playfully redesigned Dairy Milk bars. Each bar features witty chunk divisions such as ‘who makes the food (jo khana banaye), who sets the table ( jo table lagaye), who just eats (jo sirf khaye), who makes the chai (jo chai banaye)’ and ‘who brings the gossip (jo gossip laye)’ sparking light-hearted connection and conversation in everyday life.
The Creator Camp featured an introduction to Cadbury Dairy Milk’s heritage and values, an in-depth look at the Made to Share campaign, platform-specific content best practices for Meta and TikTok, as well as interactive workshops and brainstorming sessions designed to foster collaboration and creativity among attendees.
Speaking about the initiative, the Head of Marketing at Mondelēz Pakistan, Syed Gohar Hasan Naqvi, said: “The Creator Camp reflects a fundamental shift in how we approach collaborations. Instead of viewing creators as just amplifiers at the end of a campaign, we see them as true partners from the very beginning. By working collaboratively, we can tell stories that feel real, resonate deeply and spark a wave of Cadbury generosity.”
This pioneering initiative marks a milestone for Cadbury Dairy Milk Pakistan, redefining how brands and creators can co-create content that is both meaningful and impactful.
This content is a paid advertorial by Mondelēz Pakistan and is not associated with or necessarily reflective of the views of Dawn.com, Dawn Images or its editorial staff.
