🎁 The Surprise Box
This Rakhi, celebration is not only sweet but also a sweet surprise. With rakhi gifting, a Cadbury is an obvious choice, but this time it's more than that - its a personalized celebrity video with each pack unique to every sister/brother pair.
Cadbury is the brand that is at the forefront of innovations in advertising. This is the next "Gorilla Playing Drums" campaign! The celebration of relations, the layer of personalization, the cheer of the sister-brother bond, and the spirit of festivity after the tumultuous times make for a "first in the world" to do it idea! Another advantage of this is the first-party data that Cadbury can collect to directly retarget customers for future campaigns.
📌 Context about Rakhi / Rakhsha Bandhan
Raksha Bandhan, also Rakshabandhan, is a popular, traditionally Hindu, annual rite, or ceremony, which is central to a festival of the same name celebrated in India. On this day, sisters of all ages tie a talisman, or amulet, called the rakhi, around the wrists of their brothers, symbolically protecting them, receiving a gift in return, and traditionally investing the brothers with a share of the responsibility of their potential care.