Cadbury Celebrations: My first rakhi

Cadbury Dairy Milk generated impressions, views, and engagement for its Cadbury Celebrations product in India by helping disabled people celebrate the Hindu festival, Rakhi.

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...

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