This year to make the Rakhi celebration more unique, Kinder Joy, the flagship brand of Ferrero India, has launched edutainment platform, ‘Kinder Digital Hub’ for kids to promote the significance of the festival.
Every year, siblings celebrate Raksha Bandhan by following the traditional rituals of a sister tying a Rakhi to her brother. The festive occasion focuses on the significance of a simple thread symbolizing the bond shared by siblings.
Kinder Joy has introduced an exclusive digital hub for Raksha Bandhan. On scanning the QR code on the exclusive Rakhi share pack or logging on to kinder.com the children will have access to the Kinder digital hub that will unravel the magical world of Kinder and will take them on an adventure with the protagonists Ki & Jo, the cartoon characters exclusively created for this special occasion.
Through the entire edutainment journey, the kids will be able to navigate through a new world of stories, games and filters - all inspired by the traditions based on Raksha Bandhan. In addition to this, the people will also have a chance to win cool prizes like iPads and Kindles.
While wishing all on Raksha Bandhan and commenting on the new launch of the edutainment digital hub Amedeo Aragona, Brand Head Kinder India, said, “Ferrero has always symbolised with the spirit of gifting during festivals. This year, with the special Rakhi packs, while we aim at creating beautiful memories, we felt it necessary that children should understand the significance of the festival. This led us to create the characters “Ki & Jo”, who will take kids along on a fun and educative journey as well as introduce Equality and Inclusivity in relationships via edutainment.”
Kinder Joy has also launched a TVC for this special occasion which is in sync with their tagline #KhaokheloKhushRaho which is a 360-degree campaign that will be leveraged across platforms, from TV to digital platforms, from on-ground POSM to In-App advertising, the brand is ready to raise the bar this Rakhi season.