Cadbury Celebrations introduced their heartwarming #CreatingMemoriesNeverClicked campaign for this year’s Rakhi jubilations.
As part of this ad campaign, Cadbury rolled out a user-friendly microsite that allows brothers to turn uncaptured moments into cherished keepsakes. Conceptualised at the heart of the irreplaceable sibling bond - full of unforgettable memories like playful teasing, or saving the last piece of chocolate - this campaign offers siblings a unique chance to express their love.
On the campaign website-www.cadburycreatingmemories.com, brothers can share their cherished memories that best define their bond with their siblings, along with accompanying photographs. Using advanced technology and AI along with upscaling techniques, a personalized image of the memory is recreated.
Ogilvy India’s creative tech team developed the site featuring facial restoration, out painting, and de-aging to ensure a high-quality and enjoyable experience while adhering to ethical standards. Subsequent to the production of the image, siblings can personalise and then share it with their built-in best friends either virtually or printed on a specially crafted Cadbury Celebrations box.
Nitin Saini, Vice President – Marketing, Mondelez India, shared his excitement regarding the project saying, "Each year we aim to capture the essence of sibling love and nostalgia, often focussing on the timeless memories shared between siblings. Their bond is precious, unbreakable; they may fight, bicker and disagree, but at the end of the day, they care about each other fiercely. Raksha Bandhan celebrates this special connection, bringing siblings together. Having shared so much of their lives, their relationship is filled with moments and memories that are wholly and truly theirs. Our effort with #CreatingMemoriesNeverClicked is to continue Cadbury’s tradition of enabling brothers to express their love and do something sweet for their sisters during Rakhi, and through this campaign, we want to help them relive their special moments and grow closer.”
Furthermore, the Chief Creative Officer, Ogilvy India, Sukesh Nayak, said, “There are albums and albums of pictures filled with special memories of siblings growing up together in every household. But still, some of these special memories often go unclicked. At Ogilvy, we believe in creating work that beautifully blends strong cultural insight with new-age technology, making it super relevant. So, this Rakhi we transformed the iconic Cadbury Celebrations box into a canvas that helps brothers create those unclicked moments which we always cherish.”
#CreatingMemoriesNeverClicked builds on the TV commercial ‘Iss Rakhi, Kuch Accha Ho Jaaye, Kuch Meetha Ho Jaaye,’ and embodies Cadbury Celebrations’ commitment to making every occasion special.
