Cadbury Celebrations highlights the brother-sister 'nok-jhok' this Rakhi

Contract's latest campaign for Cadbury Celebrations infuses fresh energy and exuberance into the festival of Rakhi by positioning itself as a fun-filled gift

BestMediaInfo Bureau | Delhi | August 3, 2015

Click on the image to watch the TVC.

Cadbury Celebrations, the chocolate gifting brand in the Mondelez portfolio, operates across the premium and mass premium segments, with the Rich Dry Fruit Collection (RDFC) being the growth driver catering to the premium end.

Cadbury Celebrations has been playing an important role in the festival of Rakhi. Over the years Contract Advertising has created communication that strengthens the presence of Celebrations in the festival of Rakhi by depicting various facets of the brother-sister relationship, like constant banter, unspoken love, etc.

This year, the brand has decided to infuse fresh energy and exuberance into the festival by positioning itself as a 'masti bhara' (fun-filled) gift that sparks off the fun in the moment of the Rakhi celebration.

This film captures the insight that brothers and sisters express their deep love for each other through bickering and good natured banter. The fun and joy of the small entertaining squabbles or nok-jhok makes the sibling relationship strong and unique.

Kapil Mishra, ECD, Contract Mumbai, remarked, “Rakhi started as a festival of the brother's resolve to protect the sister. But times have changed. And with the changing times, a lot of gender roles have changed. Yet, the essence of Rakhi, the love between brother and sister, has remained the same.”

Prashant Peres, Director – Marketing (Chocolates), Mondelez India, elaborated, “Festivals mean a lot to us Indians, and over the years, Cadbury Celebrations has become one of India's favourite gifting options during these celebrations. Cadbury Celebrations has been representing a plethora of emotions by getting people together and strengthening relationships, especially during festivals like Rakshabandhan. Even our latest Cadbury Celebrations TVC, in a light-hearted set-up, highlights the innocent brother-sister relation and how a pack of Cadbury Celebrations brings them closer to each other than ever.”

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Client: Mondelez India

Brand: Cadbury Celebrations

Creative agency: Contract Advertising

National Creative Director: Ashish Chakravarty

Executive Creative Director:  Kapil Mishra

Senior Creative Director: Rahul Ghosh

Copywriter: Ashish Chakravarty, Kapil Mishra, Rahul Ghosh

Account Planning: Mehul Shah, Carl Daji, Almas Ahmed

Account Management: Geet Nazir, Divya Sethi, Shiny Cherian

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