Cadbury Celebrations: My first Rakhi

Cadbury Celebrations partnered with Social Hardware in India to develop a unique sensor-based prosthetic arm that enables kids with missing limbs to feel the sense of touch and appeal to its consumers' sense of purpose.

The brand/business objective

Rakhi is a Hindu festival where sisters tie a bracelet on their brothers' arm as a symbol of a commitment. Upon tying the bracelet, brothers take on a promise to protect their sisters. However, children without limbs don't get to experience this beautiful custom and traditional prosthetic arms don't allow a child to feel any sense of touch.

The larger mission of Cadbury Dairy Milk - the Cadbury Celebrations mother brand - is that of Generosity. In this vein, we partnered with an NGO and Technology partner to design a prosthetic arm that gives the wearer a...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands