Campaign India Team
Aug 01, 2022

Cadbury Celebrations revives the sweetness of togetherness with #ConnectedRakhi

Watch the film conceptualised by Ogilvy here

Cadbury Celebrations has rolled out a campaign ahead of Raksha Bandhan titled '#ConnectedRakhi' to highlight its bluetooth-enabled rakhi. 
 
Conceptualised by Ogilvy, the film showcases different women reminiscing the time spent with their brothers when they were children. One of the protagonists shares that over time the quality time spent with her brother started to fade. The film's voiceover then says, 'Isn't it funny how we take the closest relationships for granted?' The film then goes on to show how the brand has curated a bluetooth-enabled rakhi to help sisters carefully remind their brothers about the promises they tend to make. 
 
The film ends by depicting how the sisters can send voice notes through Cadbury Celebrations' connected rakhi app to save and remind their brothers about the promises they have made. 
Source:
Campaign India

Related Articles

Just Published

1 hour ago

Over 50% of APAC marketers plan to cut ad spend in ...

Facing leaner budgets and a changing media landscape, APAC marketers are prioritising data-driven decisions and new channels, Nielsen’s 2025 Annual Marketing Report reveals.

1 hour ago

Leo, Enormous, Famous Innovations, FCB shine on Day ...

The awards receive 2,678 entries spanning categories including digital storytelling, co-creation campaigns, branded content, and influencer collaborations this year.

12 hours ago

‘CCOs must act as chief culture officers’ – Lulu ...

Packed with several insightful panel discussions, the Day 2 of Goafest 2025 focused on diverse topics including OOH, CCO's role, and brand-agency relationship, to name a few.

1 day ago

Coca-Cola and WPP renew global marketing partnership

Less than two months after Publicis outmanoeuvred WPP for the North American media business, WPP has renewed its multi-billion-dollar global partnership with Coca-Cola.