Ogilvy India has released this new campaign for Cadbury Celebrations, celebrating the bond between brothers and sisters. But brothers often don’t express their feelings with their siblings with the same regularity as they do with their romantic relationships. It is this dynamic that Cadbury Celebrations 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.
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.
