In India, Cadbury puts contemporary spin on a brother-sister festival

The festival of Rakshabandhan inspires a family vignette from the Mondelez brand

MUMBAI — Cadbury Celebrations, the chocolate brand from Mondelez, has rolled out a TV commercial for the upcoming festival of Rakshabandhan, which celebrates the brother-sister bond. 
The film created by Contract Advertising opens at a home during the festival where a young man and his sister are performing a ritual in which she ties a rakhi (ceremonial thread) on his arm. As their parents watch, the siblings squabble. The boy asks them to tell his sister to speak to him with love, as he's going to protect (raksha) her. The girl interrupts him, reminding him that she can ptotect herself.
When he asks why she ties a rakhi every year if she can protect herself, she counters, asking him why he saves up his pocket money to buy her Cadbury chocolates each year, as the mood lightens up. He hands over a box of chocolates even as celebratory background music takes over.  As he attempts to pull a piece from the box, the girl defends it and says she knows how to protect her chocolate box, too. The film ends with the voice over introducing Cadbury Celebrations, as the family celebrates the occasion.
"Rakhi (Rakshabandhan) started as a festival of the brother's resolve to protect the sister," said Kapil Mishra, ECD, Contract Mumbai. "But times have changed. And with the changing times, lot of gender roles have changed. Yet, the essence of Rakhi, the love between brother and sister, has remained the same."
Prashant Peres, director – marketing (chocolates), Mondelez India, said, "Festivals mean a lot to us Indians, and over the years, Cadbury Celebrations has become one of India’s favourite gifting options during these celebrations. Cadbury Celebrations has been representing a plethora of emotions, by getting people together and strengthening relationships especially during festivals like Rakshabandhan.  Even our latest Cadbury Celebrations TVC, in a light-hearted set up, highlights the innocent brother-sister relation and how a pack of Cadbury Celebrations brings them closer to each other, than ever."
The Rakshabandhan campaign follows on the heels of a Cadbury Celebrations spot Contract Advertising created for Eid al-Fitr, the celebration that marks the end of the Muslim holy month of Ramadan.

Campaign credits

Client: Mondelez India
Agency: Contract Advertising
National creative director: Ashish Chakravarty
Executive creative director: Kapil Mishra 
Senior creative director: Rahul Ghosh 
Copywriters: Ashish Chakravarty, Kapil Mishra, Rahul Ghosh
Account planning: Mehul Shah, Carl Daji, Almas Ahmed
Account management: Geet Nazir, Divya Sethi, Shiny Cherian

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