Cadbury Celebration App Tracks Your Brother & Encourages Him to Spend More Time Together

Running out of ways to get your siblings to spend more quality time with you during the holidays? Cadbury has a unique solution.

Cadbury Celebrations and Ogilvy India have launched an interesting and sweetly-driven campaign for this year’s Raksha Bandhan – #ConnectedRakhi. The creative concept builds on the insight that during childhood siblings spend much more time together, but as the years pass, they don’t hang out as much.

To address this, the brand has introduced the Bluetooth-enabled #ConnectedRakhi which allows you to track your siblings and when they get too far away it sends them a recorded audio message.

You can purchase the limited edition #ConnectedRakhi on Amazon or Flipkart. Once purchased, you scan the QR code on the packaging to download the app which requires a basic sign-up. Then you record an audio message, perhaps of your sibling promising to spend more time with you.

 
 

“The sister then ties the connected Rakhi on the brother’s arm, while it is paired with her phone,” Cadbury described in a release. “If the brother moves away from her or tries to leave, her phone plays the brother’s audio recording where he promised to spend the day with her, in loop, until he comes back to her.”

“We wanted to take the conventional sweet gifting a step ahead with the integration of technology,” said Anil Viswanathan, Vice President – Marketing, Mondelez India.

 
 

“The vision was to encourage siblings to get more facetime at the back of personalization at scale. Delivering on Cadbury Celebrations’ proposition of ‘Kuch Achha Ho Jaaye, Kuch Meetha Ho Jaaye’, the campaign is an effort to remind our consumers of the joyful moments shared, inspiring siblings to spend Raksha Bandhan together.”

Sukesh Nayak, Chief Creative Officer, Ogilvy India added that it is “a playful way of reminding the brothers to not just get the Rakhi tied this Rakshabandhan but also spend time together with their sisters like they used to when they were younger. Building on Cadbury Celebrations’ proposition of ‘Kuch Accha Ho Jaaye, Kuch Meetha Ho Jaaye,’ the campaign uses technology to help strengthen the emotional bond between the siblings.”

“This is an innovative use of proximity-based technology to bring the siblings together on a very special day, backed with precision,” said Shekhar Banerjee, Chief Client Officer head, West Wavemaker India.

“For this idea to work, we had to plan the right moments and create real-time bridges with the audiences both in terms of messaging and connections”

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