Cadbury Celebrations' new campaign #BrothersWhoCare highlights the profound sibling bond

Cadbury Celebrations unveiled its latest campaign’ #BrothersWhoCare which highlights the profound sibling bond.

The campaign brings the time-tested bond back into focus by inviting brothers across the country to show their appreciation for their sisters in a unique and heartwarming way.

Nitin Saini, VP-Marketing, Mondelez India, said, “Romantic relationships often take the spotlight away from other deep relationships, such as that between siblings. Built on a lifetime of shared memory, mutual growth, support, and love, these bonds form the foundations of who we are and deserve their own moments where care and appreciation are expressed through mindful gestures. With the #BrothersWhoCare campaign, we want to encourage brothers to express their affection for their sisters just as they do in their romantic relationships. With Raksha Bandhan approaching, it is an opportunity to remind every brother the moments they share with their sisters are just as precious and invite them to rekindle the timeless connection they share with their siblings through quality time spent together. This Rakhi, we aim to redefine sibling love – where strength meets sentiment, and caring knows no bounds."

Sukesh Nayak, Chief Creative Officer, Ogilvy India, said, “Our starting point was to put the spotlight on the reality of the brother-sister dynamic that plays out during Rakhi. Every brother loves his sisters but unfortunately, this love doesn’t translate into effort in making her feel special on a day that is meant to celebrate this special bond. But the same brothers leave no stone unturned with their wives, fiancées and their girlfriends. Our attempt was to nudge boyfriends, fiancés, and husbands who are also brothers to plan a day with their sisters by putting equal effort as they would for their partners on Valentine's Day. We conceived and built the #BrothersWhoCare platform that will help remind the brothers to make time for sisters and celebrate this special bond in most magical manner.”

He further said, “To ensure we deliver this message in the most connectable manner, we identified top romantic content on digital and created contextual fun video reminders to remind brothers who are either listening to romantic songs or buying gifts to not forget to show love to their sisters this Rakhi. Smart algorithms ensured the reminders served where contextual and relevant to the song, ensuring millions of perfect combinations that become perfect timely reminders. Each reminder can take brothers to the platform where they can choose from many options available to plan a day with their sister and make them feel truly special.”

Shekhar Banerjee, Chief Client Officer and Office Head, North, West and East, Wavemaker India, said, “Our strategy is to disrupt how brothers behave. For all the grand gestures men make for the women in their life, they often reduce the gesture to an envelope with cash for their sisters during Rakhi. With this unconventional route we reminded brothers to plan something special for their sisters. Every time someone sets out to plan a romantic gesture for their loved ones, our campaign is designed to remind them about the gift they need to plan for their sisters.”

#BrothersWhoCare campaign:

Credits:

Client – Mondelez India Pvt. Ltd.

Agency – Ogilvy India

Media Agency – Wavemaker

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