The latest campaign of Cadbury Celebrations for Rakshabandhan is based on the theme ‘Tell your sister she is special’. The brand is using multiple communications tools like radio, digital and on-ground activations to help brothers and sisters connect with each other on the occasion. The campaign has been created by Contract Advertising.
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The brand has used Facebook to push the campaign, with a contest called ‘Tell your sister she is special’ and an app.
On Twitter, a hash tag #MySpecialSis has been created which encourages brothers and sisters to write messages to each other.
Every Tweet, Facebook post and SMS sent by users will be plotted live on a virtual map on Cadbury Celebrations’ site: www.indiacelebrates.in.
The brand also plans to release print ads in select metros. A radio leg of the campaign will promote the Indiacelebrates app, with RJs urging listeners to log on to the Celebrations’ Facebook page and participate. The on-ground activation will take place at Café Coffee Day outlets across Delhi and Mumbai.
Also on ground, one winner each day from 28 July to 2 August was picked to take his sister to watch a movie. During the interval, a customised message from the brother was displayed on the cinema screen and a personalised Cadbury Celebrations gift box was handed over to the sister.
Speaking about the campaign, Chandramouli Venkatesan, director (snacking and strategy), Cadbury, said, “Over the years, Cadbury Celebrations has become a great gifting option during festivals. The brand believes and drives social change - by getting people together and strengthening relationships especially during festivals like Rakshabandhan. Cadbury Celebrations’ endeavour has always been to genuinely make people happy by making them connect with their loved ones.”
The campaign saw streets being branded ‘Cadbury Celebrations Sisters Street’ for Raksha Bandhan on 28 and 29 July. In Ahmedabad and Lucknow, Cadbury Celebrations 'dedicated' the street for sisters in Maninagar and Jopling Road respectively. Banners with personalised messages from brothers to their sisters were put up on every building. In Mumbai and Delhi, this was done via hoardings on one street each in Bandra and Defence Colony respectively.