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.
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