Title | CHRISTMAS CELEBRATIONS FOR THE BLIND |
Brand | CADBURY INDIA |
Product / Service | CADBURY CELEBRATIONS |
Category | B01. Foods |
Entrant | CONTRACT ADVERTISING INDIA Mumbai, INDIA |
Entrant Company: | CONTRACT ADVERTISING INDIA Mumbai, INDIA |
Design/Advertising Agency: | CONTRACT ADVERTISING INDIA Mumbai, INDIA |
Credits |
Name | Company | Position |
---|---|---|
Ravi Deshpande | Contract Advertising India | Creative Director |
Sameer Desai | Contract Advertising India | Creative Director |
Malobi Dasgupta | Contract Advertising India | Creative Director - Copywiter |
Suchi Shah | Contract Advertising India | Designer |
Aunindo Sen | Contract Advertising India | Copywiter |
The challenge was to execute a package which would touch lives directly. A package that would reflect the simplicity and the sincerity of the idea.
Cadbury Celebrations is an assortment of fine gift chocolates. During the festive season, alongside the usual boxes of chocolates, the client wanted us to initiate a Corporate Social Responsibility activity which would in his words, ‘directly and tangibly make a difference’ to someone.
Keeping the objective of ‘corporate social responsibility’ in mind, we thought of including blind children in this festive season. Could our pack make an emotional bridge between the season of giving and the brand? Taking off from who the gift was intend for, the idea to do a Braille pack for Cadbury Celebrations came spontaneously. How wonderful would it be for a visually-challenged boy or girl to wake up on Christmas Day and receive a Christmas gift like none other? We set about designing various options, using papers of different GSMs till we had a cost-effective, yet appealing solution which offered a unique texture.
This special package was not up for sale. However, it earned us rich dividends in terms of the joy that was spread in abundance. To see the children break out into smiles as they read the cover of the box, and then bite into the chocolates, was so heartwarming, that the Victoria Memorial School for the Blind invited Cadbury for every festival of the year. The goodwill earned, has cemented Cadbury’s reputation as a good corporate citizen, who performed its Christmas act of giving, in a quiet and unobtrusive manner. No PR articles were issued around this for example, preserving the integrity of the project.