Campaign details
Brand: Cadbury CelebrationsAgency: Wavemaker IndiaRegion: APAC
Strategy
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...