Summary
- Campaign: “Iss Rakhi, kuch achha ho jaaye, kuch meetha ho jaaye” (This Rakhi, let something good happen, let something sweet happen)
- Brand: Cadbury Celebrations
- Product: Cadbury Celebrations chocolate gift box
- Agency: Ogilvy India
- Target Audience: Indian consumers, particularly siblings celebrating Raksha Bandhan.
- Goal: Position Cadbury Celebrations as a thoughtful and sweet gift, linking the brand’s core message of “generosity” with the festival’s emotional bond.
Iss Rakhi, kuch achha ho jaaye, kuch meetha ho jaaye
Cadbury has long been synonymous with festivals in India, but in 2018, the brand elevated its Raksha Bandhan campaign beyond a simple exchange of sweets. With the tagline, “Iss Rakhi, kuch achha ho jaaye, kuch meetha ho jaaye,” Cadbury Celebrations tied its product to a larger emotion: generosity. The campaign, a heartwarming creation by Ogilvy India, focused on the small, selfless acts that define a sibling’s love.
The ad told a simple, relatable story of a younger brother who gives up the money he saved for a cricket bat to buy his sister a box of Cadbury Celebrations. This simple sacrifice, this act of giving, becomes the centerpiece of the celebration. It wasn’t just about the chocolate; it was about the intention behind the gift, showcasing how a box of Celebrations could symbolize a brother’s love and generosity.
