Cadbury Celebrations has launched its Raksha Bandhan campaign, building on the brand’s established themes of generosity and appreciation. Ogilvy and Wavemaker are credited for the multichannel campaign encouraging brothers to showcase their love for their sisters in heartwarming ways.
A television commercial features two young women speaking with each other – the elder sister of a young man and his girlfriend. When the sister is told that her brother has made plans for the entire day, including a movie and a meal, she infers that the couple are going out on a date. The young man walks in and unceremoniously asks her to tie the rakhi quickly because they have to leave. The news is then broken to her that his plans were for the siblings, and not him and his girlfriend. The brand signs off with its signature line saying, ‘Iss Rakhi, Kuch Accha Ho Jaaye, Kuch Meetha Ho Jaaye’.
A two-minute digital film follows the interviews format and features different men being asked about their love lives and plans for Valentine’s. While they enlist the lengths to which they went to please their significant other, they are asked what they have planned for their sisters this Raksha Bandhan, awakening in them the need to express their love for their sisters on the day to celebrate their special bond.
The brand will also enable brothers to plan a day for their sisters. On scanning the QR code on the Cadbury Celebrations pack, users are led to the campaign microsite CadburyBrothersWhoCare.com, where they can plan a movie day with their sisters in select PVRs in certain cities, informed an official statement. The microsite was down at the time of filing this report.
Nitin Saini, Vice President, Marketing, Mondelez India, said, “Romantic relationships often take the spotlight away from other deep relationships, such as that between siblings. Built on a lifetime of shared memory, mutual growth, support, and love, these bonds form the foundations of who we are and deserve their own moments where care and appreciation are expressed through mindful gestures. With the #BrothersWhoCare campaign, we want to encourage brothers to express their affection for their sisters just as they do in their romantic relationships. With Raksha Bandhan approaching, it is an opportunity to invite them to rekindle the timeless connection they share as siblings through quality time spent together. Thus, redefining sibling love – where strength meets sentiment and caring knows no bounds.”
Sukesh Nayak, Chief Creative Officer, Ogilvy India, said, “Our starting point was to put the spotlight on the reality of the brother-sister dynamic that plays out during Rakhi. Every brother loves his sister but unfortunately this love doesn’t translate into effort in making her feel special on a day that is meant to celebrate this special bond. But the same brothers leave no stone unturned with their wives, fiancées, and their girlfriends. Our attempt was to nudge boyfriends, fiancés, husbands who are also brothers to plan a day with their sisters by putting equal effort as they would for their partners on Valentine’s Day. We conceived and built the #BrothersWhoCare platform that will help remind the brothers to make time for sisters and celebrate this special bond in the most magical manner.”
Shekhar Banerjee Chief Client Officer & Office Head, North, West and East, Wavemaker India, said, “Our strategy is to disrupt how brothers behave. For all the grand gestures men make for the women in their life, they often reduce the gesture to an envelope with cash for their sisters during Rakhi. With this unconventional route we reminded brothers to plan something special for their sisters. Every time someone sets out to plan a romantic gesture for their loved ones, our campaign is designed to remind them about the gift they need to plan for their sisters.”
“To ensure we deliver this message in the most relatable manner, we identified top romantic content on digital and created contextual fun video reminders to prompt brothers who are either listening to romantic songs or buying gifts to show love to their sisters this Rakhi. Smart algorithms ensured the reminders served were contextual and relevant to the song ensuring millions of perfect combinations that become timely reminders. Each reminder can take brothers to the platform where they can choose from many options available to plan a day with their sister and make them feel truly special,” he added.
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