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...

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