Cadbury Celebrations has rolled out a film ahead of Raksha Bandhan.
Conceptualised by Ogilvy, the film opens with a brother and sister celebrating the festival. The sister is tying multiple rakhis as cousins have also sent them as the pandemic has brought them all closer thanks to virtual calls. This is followed by the traditional Cadbury Celebrations brother-sister squabble.
Cadbury Celebrations is also providing a reminder about how safety during the pandemic is imperative.
Anil Vishwanathan, marketing director - chocolate, Mondelez India Foods, said, “As we enter the festive season, we believe that our festivals need to be celebrated while families and individuals continue to espouse safety and precaution. Rakhi is the harbinger of the season and is unique in its celebration of sibling bonding manifest through a ritual of protection. What better way to think about protection than the mask, which has become a unanimous symbol the world over. As a brand that has now become part of the Rakhi ritual, Cadbury Celebrations urges siblings to get closer, and together acknowledge the importance of protection in the coming months.”
Piyush Pandey, worldwide chief creative officer and executive chairman India, Ogilvy, said, “Cadbury over the years has become an accepted ritual of Raksha Bandhan, a festival of love and protection. Mask in today’s times are the most needed form of protection. What better way to express love than give a message that equals a mask to a Rakhi. I hope both sisters and brothers urge each other to wear a mask- ‘my rakhi to you this year’ is the message of Cadbury.”
Sukesh Nayak, chief creative officer, Ogilvy India, said, “Many good things have also happened in these times. We have realised the importance of relationships and over the last few months have formed even stronger bonds with our family. So, despite all the challenges, this Raksha Bandhan will be a lot closer one for many siblings who have reconnected and become much closer. Our campaign idea draws inspiration from this and puts forward a loving message of love, care and protection.”
Client: Mondelez India
Worldwide chief creative officer: Piyush Pandey
CCO: Sukesh Nayak, Harshad Rajadhyaksh, Kainaz Karmakar
Creative: Piyush Pandey, Sukesh Nayak, Neville Shah, Yogesh Pradhan, Minal Phatak, Chirayu Palande, Archana Singh, Hetal Joshi, Vaibhav Patil, Sagar Jadhav, Hemant Sharma
Account management: Prakash Nair, Antara Suri, Neha Shah, Manseerat Sethi, Princia D’Souza, Deeksha Chaturvedi
Planning team: Ganapathy Balagopalan, Bhakti Malik, Prasidh Dalvi, Anushka Mukherjee
Production house: Pack Films
Director (film): Divij Kulkarni
Producer: Vincent Gomes
Media agency: Wavemaker, India