Cadbury Celebrations Campaign ‘Brothers Who Care’ , Redefines Sibling Love for Rakhi

A Surprise Twist

In a heartfelt cinematic creation by Ogilvy, the campaign starts with a sister immersed in conversation with her brother's partner. The partner shares upcoming plans with enthusiasm, leading the sister to express her deep admiration for her sibling. However, as the brother enters the scene, the tone shifts. Urging his sister to tie a Rakhi on his wrist, he reveals a surprising truth – the shared plans were meant for the brother-sister duo. This unexpected revelation beautifully underscores the unspoken bonds between siblings.

Affection Beyond Romantic Relationships

Nitin Saini, Mondelez India's VP of Marketing, sheds light on the campaign's aim to give sibling relationships the attention they deserve. Encouraging brothers to openly express affection for sisters, similar to their romantic counterparts, the #BrothersWhoCare initiative prompts the rekindling of timeless connections.

Empowering Thoughtful Gestures

Sukesh Nayak, Ogilvy India's Chief Creative Officer, dives into the campaign's essence – urging brothers to invest effort reminiscent of romantic gestures. The platform emphasizes planning moments that cherish sisters, bridging the gap between sibling and romantic expressions of love.

Disrupting Traditional Notions

Shekhar Banerjee, Wavemaker India's Chief Client Officer, discusses a strategy that challenges norms. The campaign encourages brothers to transcend traditional gestures, reminding them to gift their sisters thoughtfully this Rakhi, akin to their approach for romantic relationships.

Rekindling Relationships 

As Cadbury Celebrations campaign #BrothersWhoCare gathers momentum, it serves as a poignant reminder. Brothers, this Rakhi, are invited to create remarkable memories, bridging the gap between sibling care and affection displayed in romantic partnerships.