Well, Cadbury has outdone themselves again. They have recently launched a campaign with the tagline #BrothersWhoCare for Rakshabandhan.
This comes on the high time where typical Indian brothers don’t have reminders to send gifts to their beloved sisters. And Cadbury’s new campaign is a reminder to those who usually prepare a lot for anniversaries and other celebrations but forget to appreciate the unbreakable and underrated bond of siblings.
There is no doubt about brothers' care and protectiveness towards their sisters, but when it comes to expressing it, they are a tough nut to crack. Cadbury made this quite simple with their heartwarming #tag “BrothersWhoCare”.
And to support their brand message, “Is Rakhi, Kuch Accha Ho Jaye, Kuch Meetha Ho Jaye”, they are even facilitating brothers to plan a day to cherish their bond. Here’s how, when you scan Cadbury Celebrations pack, users will be sent to 'www.cadburybrotherswhocare.com' where they can plan a movie day in selected PVR in selected cities.
Sukesh Nayak, chief creative officer, Ogilvy India, says, “Our starting point was to put the spotlight on the reality of the brother-sister dynamic that plays out during Rakhi. We conceived and built the #BrothersWhoCare platform that will help remind the brothers to make time for sisters and celebrate this special bond in the most magical manner.”
Now here is where it gets interesting. Shekhar Banerjee Chief Client Officer & Office Head, North, West and East, Wavemaker India, says “Our strategy is to disrupt how brothers behave. For all the grand gestures men make for the women in their life, they often reduce the gesture to an envelope with cash for their sisters during Rakhi. With this unconventional route we reminded brothers to plan something special for their sisters. Every time someone sets out to plan a romantic gesture for their loved ones, our campaign is designed to remind them about the gift they need to plan for their sisters”
It is a nicely woven marketing strategy to hit the sore spot and they executed it perfectly. And more importantly, everyone has the same vision around the message. There are critics who would say that it's just a marketing ploy to guilt trip brothers and sell more on this trend. But at the same time it is the thought that counts.
To give this campaign a significant boost, Cadbury goes to the market of advertising. They would run ads on digital platforms and offline billboards to get as much reach as possible, because brothers are everywhere.
If you are looking forward to launching an ad campaign like Cadbury, you can contact the Excellent Publicity team for more information. And for more such news, stay in touch with Excellent Publicity.