Cadbury Dairy Milk Pakistan, in collaboration with Ogilvy Pakistan’s PR&I Division, has organized the country’s first-ever brand-led Creator Camp, setting a new milestone in brand-creator partnerships.
The event took place on October 15, 2025, in Karachi, bringing together 27 popular content creators from TikTok and Instagram. Participants included well-known names such as Romaisa Khan, Reham Rafiq, Aina Asif, Ken Doll, Arzu Fatima, Taimoor Akbar, and Ali Abdullah Durrani. The goal was to co-create and align on the brand’s Made to Share campaign.
Unlike traditional collaborations, this initiative encouraged creators to go beyond content amplification. Instead, they played an active role in shaping the campaign while adding their unique storytelling voices. The Creator Camp emphasized genuine connection and authenticity—key values at the heart of Cadbury Dairy Milk’s message of generosity.
The immersive session allowed creators to refine campaign ideas, exchange insights, and build stronger partnerships with the brand. It highlighted how meaningful collaboration can lead to content that truly resonates with diverse audiences across Pakistan.
The Made to Share campaign celebrates everyday moments that bring people closer. The limited-edition Cadbury Dairy Milk bars feature witty chunk divisions, such as “Jo Khana Banaye / Jo Table Lagaye / Jo Sirf Khaye” and “Who makes the chai / Who brings the gossip.” Each playful design encourages lighthearted sharing and conversation, reinforcing the campaign’s central theme—generosity through connection.
During the event, creators also explored Cadbury’s heritage, learned about platform-specific content strategies for Meta and TikTok, and took part in interactive brainstorming sessions.
Speaking about the initiative, Syed Gohar Hasan Naqvi, Head of Marketing at Mondelēz Pakistan, said, “The Creator Camp reflects how we view creators—not as amplifiers, but as true partners from the beginning. Together, we can tell stories that feel real, connect deeply, and spread Cadbury’s message of generosity.”
The Creator Camp marks a first-of-its-kind initiative in Pakistan, redefining how brands and creators collaborate to craft authentic, impactful storytelling.
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