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HomeThink TankCampaign OpinionCadbury's Rakhi Campaign #BrothersWhoCare Highlights Sibling Love

Cadbury’s Rakhi Campaign #BrothersWhoCare Highlights Sibling Love

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In a world that often emphasizes romantic relationships, the beauty and depth of sibling bonds can sometimes take a back seat. Mondelez India, the brand behind Cadbury Celebrations, recognized this and launched an emotionally resonant campaign for Raksha Bandhan 2023 – the #BrothersWhoCare campaign. This heartwarming Cadbury’s Rakhi campaign initiative not only aims to bridge the gap between brothers’ expressions of love for their sisters and their romantic gestures but also to create unforgettable moments that celebrate the enduring sibling bond.

Unveiling the #BrothersWhoCare Campaign’s Essence

Nitin Saini, Vice President of Marketing at Mondelez India, summed up the campaign beautifully: “Built on a lifetime of shared memory, mutual growth, support, and love, these bonds form the foundations of who we are and deserve their own moments where care and appreciation are expressed through mindful gestures.” The #BrothersWhoCare campaign delves into the unspoken emotions that many brothers feel for their sisters, encouraging them to express their affection just as fervently as they do in their romantic relationships.

Highlighting the Disparity

The campaign strategically addresses a common reality: brothers often put significant effort into expressing their love to their romantic partners but tend to overlook making their sisters feel special on occasions like Rakhi. The campaign’s Chief Creative Officer, Sukesh Nayak, observed this dynamic and decided to inspire a change. He stated, “Our attempt was to nudge boyfriends, fiancés, husbands who are also brothers to plan a day with their sisters by putting equal effort as they would for their partners on Valentine’s Day.”

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Cadbury’s Rakhi Campaign: A Multi-faceted Approach

The #BrothersWhoCare campaign takes a multi-faceted approach to capture attention and inspire action:

  1. Contextual Reminders: The campaign’s smart algorithms curate contextual and relevant video reminders that are delivered while brothers are listening to romantic songs or engaging in activities that resonate with love and care. These reminders subtly prompt them to consider their sisters and the significance of Raksha Bandhan.
  2. Digital Engagement: The campaign’s digital brand film further emphasizes the need for brothers to strengthen their sibling bonds during Rakhi. By scanning the QR code on Cadbury Celebrations packs, users are directed to ‘’ Here, they can plan a memorable movie day with their sisters at select PVRs in specific cities.
  3. TV Thematic: Further, the TV theme of the campaign revolves around the message, ‘Iss Rakhi, Kuch Accha Ho Jaaye, Kuch Meetha Ho Jaaye,’ reinforcing the idea of creating sweet and positive moments with siblings.

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Empowering Brothers to Create Magic

The #BrothersWhoCare campaign empowers brothers to take their sibling relationships to a new level. By encouraging them to plan quality time with their sisters, the campaign reshapes the notion of brotherly love. Shekhar Banerjee, Chief Client Officer & Office Head at Wavemaker India, emphasized the campaign’s intent: “Our campaign is designed to remind them about the gift they need to plan for their sisters.”

Wrapping up Cadbury’s Rakhi Campaign

Cadbury’s 2023 Rakhi campaign, #BrothersWhoCare, isn’t just about indulging in sweets; it’s about savoring the sweetness of sibling relationships. By bridging the gap between expressions of love for romantic partners and siblings, the campaign ignites a wave of warmth and affection that redefines the Raksha Bandhan experience. As brothers across the country embrace the opportunity to create unforgettable moments with their sisters, the campaign becomes a catalyst for change, allowing love to shine in all its forms.

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