The bond between brothers and sisters is one of strength and support, of affection and appreciation, of connection and camaraderie – but brothers often don’t express love for their siblings with the same intensity and regularity as they do with their romantic relationships. It is this dynamic that Cadbury Celebrations, India’s most loved chocolate gifting brand, aims to change with its latest campaign, #BrothersWhoCare. Launched just in time for Raksha Bandhan, the biggest celebration of sibling love in the world, 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.
Speaking on the campaign, Mr. 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, 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.
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 & 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.”
For the multichannel campaign, Cadbury Celebrations has activated multiple touchpoints to encourage siblings to spend more quality time with each other. Working on the concept of #BrothersWho Care , the campaign’s TV thematic, scheduled to run for three weeks, reinforces the brand message of ‘Iss Rakhi, Kuch Accha Ho Jaaye, Kuch Meetha Ho Jaaye’. This will be followed by multiple digital brand films which subvert the established romantic tropes by highlighting the role played by sisters behind the scenes during the highs and lows of their brothers’ love stories. The brand will also enable brothers to plan a day for their sisters. On scanning the QR code on the Cadbury Celebrations pack, users will be lead to a microsite www.cadburybrotherswhocare.com where they can plan a movie day with their sisters in select PVRs in select cities.
To watch the TVC click here
To watch the Social experiment video click here
CREDITS:
Client – Mondelez India Pvt. Ltd.
Agency – Ogilvy India
Media Agency – Wavemaker
