Raksha Bandhan highlights the joy of gifting and experiencing joys with Cadbury Celebrations. However, some differently-abled children, particularly those with upper limb disabilities, do not have the same experience in festivals as the general population. Cadbury Celebrations, India’s most popular chocolate brand, has launched an exceptional campaign for 2021’s Raksha Bandhan, which comes with a solution for these children – #MyFirstRakhi
By spreading joy and investing in the fundamental motto ‘Kuch Achha Ho Jaaye, Kuch Meetha Ho Jaaye,’ the campaign provides a fresh start for kids who haven’t experienced the delight of enjoying this festival in its most real sense.
Cadbury Celebrations has teamed up with Social Hardware to make a major difference in those kids’ lives and assist them in creating wonderful memories in the most rewarding way possible. Social Hardware, an organization that delivers assistive technology and treatment options to poor communities, is working on a novel sensor-based prosthetic arm that will allow kids to experience the feeling of touch, which is an important aspect of upbringing.
By collaborating with Social Hardware in the following year, the brand has vowed to provide those low-cost sensor-fundamentally based hands to these kids around the country. The framework and organizations’ information can be found on www.cadburycelebrationsmyfirstrakhi.com for those interested in using this solution at a lower cost.
The campaign film, which is based on the same idea, elegantly depicts the narrative of a sister and her physically challenged older brother, Shubham, who longs to feel the sensation of a Rakhi wrapped on his wrist. The feeling is turned into reality as the sibling’s desire is satisfied with a low-cost sensor-empowered prosthetic hand, which his primary care doctor recommended. As the dear older sibling joyously prepares for the celebration, thrilled to enjoy his first Rakhi in the most authentic way possible, the story comes to a heartwarming conclusion.
Sukesh Nayak, Chief Creative Officer at Ogilvy India, commented on the campaign, “Raksha Bandhan is a very special festival celebrated across the country. With #MyFirstRakhi, we are helping ensure that every brother who has so far missed experiencing the joy of celebrating this festival can now feel the bonds of this beautiful relationship on his hand.”
Wavemaker will lead the #MyFirstRakhi marketing initiatives, including a TVC designed by Ogilvy India, as well as virtual and social activations and modern OOH advertising.