For Rakshabandhan, Cadbury Celebrations helps brothers and sisters connect with each other through campaigns on radio, social media, outdoor, cinema and print
BestMediaInfo Bureau | Delhi | July 31, 2012
Cadbury Celebrations, the popular chocolate gifting brand, believes that it is the perfect gift to express relationships and make your loved ones feel special. The brand has carved a niche in the Indian festival space for the past few years and successfully positioned chocolates as the modern variant of mithai.
Chandramouli Venkatesan, Director (Snacking & Strategy), Cadbury, said, âOver the years, Cadbury Celebrations has become a great gifting option during festivals. The brand believes and drives social change â by getting people together and strengthening relationships especially during festivals like Rakshabandhan. Cadbury Celebrationsâ endeavour has always been to genuinely make people happy by making them connect with their loved ones.â
Insight has shown that no matter how much a brother loves his sister, he finds it difficult to express his love. So, Cadbury Celebrations has made it easy for a brother to profess his love through the theme âTell your sister she is specialâ. So, on the occasion of Rakshabandhan, Cadbury Celebrations will enable brothers to tell their sisters how special they are. The brand is using multiple communications tools like radio, digital and on-ground activations to help brothers and sisters connect with each other and exchange heartfelt messages.
Digital: Web films have been specially created for Rakshabandhan, urging brothers to express their love to their sisters through the innovative Facebook contest âTell your sister she is specialâ. The links to the web films are:
India celebrates: A unique app on Facebook that shows siblings wishing each other in real time and also displays the city that sends out the most wishes. This app is the focal point of the activity and all the other elements are directed to this for participation. A special hash tag (#MySpecialSis) has been created on Twitter (the twitter handle for Cadbury Celebrations is @IndiaCelebrates) encouraging brothers and sisters to write messages to each other. Every tweet, Facebook post and SMS sent by a brother will be plotted live on a virtual map on indiacelebrates.in. #MySpecialSis has already trended nationally at #2 few days ago.
Radio campaign: The campaign promotes the India celebrates app, with RJs urging listeners to log on to Celebrations Facebook page and participate. A few lucky listeners will get an opportunity to express their feelings for their sisters on radio on Rakshabandhan.
On-ground activation: Digital screens set up at 50 CafĂ© Coffee Day outlets across Delhi and Mumbai, encouraging brothers to text or tweet their love for their sisters.
Outdoor and print: Apart from beautiful product shots on hoardings showcasing the specialness of the Celebrations Rich Dry Fruit Collection range, there will also be print ads across select metros including an innovation print piece with HT CafĂ© in Mumbai and Delhi.
Cinema surprise: Each day from (July 28 to August 2), one lucky winner will get to take his sister to watch a movie. During the intervals, a customised message from him will be displayed on the cinema screen and a personalised Cadbury Celebrations gift box will be handed over to the sister, in the presence of the audience â all intended to make the sister feel special and urge brothers in the audience to make a similar expression.
Cadbury Celebrations Sisters Street: Cadbury Celebrations took up a lane and created a special âCadbury Celebrations Sisters Streetâ for Rakshabandhan in Mumbai, Delhi, Ahmedabad and Lucknow on the July 28 and 29. In Ahmedabad and Lucknow, Cadbury Celebrations dedicated an entire street for sisters in Maninagar and Jopling Road, respectively, a one-of-a-kind initiative in which banners with personalised messages from brothers to their sisters, were put up on every building. In Mumbai and Delhi, this was done via hoardings on a street in Bandra and Defence Colony, respectively.