Cadbury launches multi media campaign to target Rakshabandhan

Cadbury Celebrations has launched a multimedia campaign to connect the brand to the Rakshabandhan festival . Web films have been specially created for Raksha Bandhan,urging brothers to express their love to their sisters through the innovative Facebook contest ‘Tell your sister she is special’.

A unique app on Facebook that shows sibling 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.

Chandramouli Venkatesan, Director (Snacking & Strategy), Cadbury, said “Over the years, Cadbury Celebrations has become a great gifting option during festivals. The brand believes and drives social change – by getting people together and strengthening relationships especially during festivals like Rakshabandhan. Cadbury Celebrations’ endeavour has always been to genuinely make people happy by making them connect with their loved ones.”

The campaign promotes the Indiacelebrates 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 Raksha Bandhan.

Digital screens set up at 50 Café Coffee Day outlets across Delhi and Mumbai, encouraging brothers to text or tweet their love for their sisters.

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 café in Mumbai Delhi.

Each day from (28th July to August 2nd), one lucky winner will get to take his sister to watch a movie. Between the intervals, a customised message from him will be displayed on the cinema screen and a personalized Cadbury Celebrations gift box will be handed over to the sister, in the presence of the audience- all intended to make the sister feel special and urge brothers in the audience to make a similar expression.

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