Cadbury Celebrations, on the occasion of Raksha Bandhan, released its #BrothersWhoCare campaign. The campaign is based on the idea that despite the lovely sibling relationship that boys enjoy with their sisters, they frequently fail to show their love for her with the same fervour and regularity as they do for their romantic partners. Through the initiative, the brand gave boys a chance to express their gratitude for their sisters in a special and touching way. This brings the long-standing bond back into focus.
e4m spoke to Nitin Saini, VP- Marketing, Mondelez India, about this campaign, and asked him why is Raksha Bandhan so special for the brand that it comes out with heart-melting campaigns and interesting marketing initiatives every year to celebrate the occasion.
Edited excerpts
Cadbury always comes out with a heart-warming campaign for Rakhi, what is so special about the occasion?
Every year, our campaigns aim to evoke feelings of warmth, nostalgia, and love, often tied to gifting Cadbury Celebrations as a gesture of appreciation and affection. The #BrothersWhoCare campaign tries to acknowledge that brothers may not always express their love for their sisters with the same intensity and regularity as they do in their romantic relationships. So it brings the time-tested bond of siblings back into focus by inviting brothers across the country to show their adoration for their sisters in a unique and heart-warming way, reinforcing the brand message of ‘Iss Rakhi, Kuch Accha Ho Jaaye, Kuch Meetha Ho Jaaye’.
Talk to us about the media bifurcation, what are you focusing on more, TV or digital?
While both mediums are important, their creative treatment differs. We released a heart-warming TVC to amplify across traditional channels but digital was driven at the back of a social experiment video, which captured the campaign insight in a more hard-hitting way.
Our media bifurcations broadly mirrors where our TG is – on TV and across key platforms on digital.
We see Cadbury always experimenting with ads, especially in terms of technology, where do you get the inspiration from?
We draw inspiration from consumer insights and feedback, aiming to understand their preferences and how we can connect more deeply at an emotional level. Additionally, we keep a keen eye on emerging trends in the industry and use advanced technology and data-driven consumer insights to map our consumers’ behaviour and purchase patterns. By embracing new ideas and pushing boundaries, we consistently strive to captivate our consumers while staying true to our core values of joy, celebration, appreciation and generosity. For a brand that has always represented a plethora of emotions, our priority has been to successfully capture every consumer’s spirit through a purpose-filled narrative. We will continue to strengthen connections with consumers and shine a spotlight on little acts of kindness via numerous mar-tech efforts.
Talking about connecting with consumers, do you think advertising be subtle?
The heart of any advertising lies in the strength of the insight – how we crack the “aha” moment while also being extremely relatable. Within this insight, the role that your brand naturally plays, while not being extremely overt, is the key. Consumers today understand this and are highly aware of the role of advertising, they can easily tell when a brand is trying too hard which immediately removes a brand from their consideration set.
These days Gen-Z has become an important TG as they make your content piece viral? Have you been able to crack the formula to connect with Gen-Z?
The audience is majorly looking for brands that go beyond storytelling and create real impact in the society. This perfectly marries with our purpose to evoke a sense of generosity and kindness through the act of gifting hence, the pertinent step in this journey is the insight and idea that can help us touch the right emotional chords while driving actionable impact.
