Cadbury Celebration brings siblings together with #ConnectedRakhi


Cadbury Celebrations is one of the country’s most loved chocolate gifting brands. Recently, it has announced the launch of a heart-warming campaign for Raksha Bandhan this year with the hashtag ‘#ConnectedRakhi’. An innate part of Indian celebrations, the brand has made a meaningful difference in the lives of consumers by creating shared moments of joy and happiness. This year again, the brand has come up with an innovative idea where the latest campaign playfully builds on the insight that, during childhood, siblings tend to spend more time together, but as grown-ups, life and its chaos restricts spending quality time with loved ones.  

To change this and urge siblings to make good on the promise of spending the festival together, the brand has introduced Bluetooth-enabled #ConnectedRakhi of Cadbury Celebration. This innovation taps into the user’s emotion and blends it perfectly with the first-ever tech endeavor of the brand.  

Consumers can buy the limited edition #ConnectedRakhi, and they can scan the QR code available on the packaging of the Rakhi to download the app, which needs a basic sign-up. This will be done by sisters uploading a voice clip of their brother’s promise. The sister then ties the connected Rakhi to the brother’s arm which is paired with her phone. If the brother moves away from her or tries to leave her, the phone plays the brother’s audio recording where he promised to spend the day with her, in a loop mood, until he comes back to her. #ConnectedRakhi supports every sibling’s promise to spend more quality time together.  

Speaking on the campaign, Anil Viswanathan, vice president, of marketing, Mondelez India says that signifying the precious link between siblings, Rakhi has remained a special festival for Mondelez India. Their insight for the campaign was simple, with daily routines dictating the quality of life, the time spent with siblings decreases. With #ConnectedRakhi, they wanted to take the conventional sweet gifting a step ahead with the help of technology. The aim was to encourage siblings to get more facetime at the back of personalization at scale. He also says that the campaign is an effort to remind consumers of the joyful moments shared, inspiring siblings to spend Raksha Bandhan together. 

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