Creative Execution

The campaign spread over 3 phases: #1. Seeding communication- Why are sisters are special: To instill the thought we promoted teaser videos across digital media. #2. Inviting brothers: Facebook and Twitter acted as participation engines. Brothers sent in messages for their sisters on dedicated FB tabs #3.Giving Music and lyrics to Brother’s messages: Best messages were converted into personalized music videos and uploaded on YouTube, which could be gifted to their sisters on the occasion of Rakshabandhan by brothers. We created 46 songs on a real time basis for the sisters during the period of 3 days.

Campaign Results: • The Songs on YouTube drove 8.79 Mn+ impressions and 1.7 Mn+ views within 3 days, watched over 1.06 Mn+ of minutes. • Facebook posts prompted 3.8 Mn+ fans on the Celebrations fan page to participate • 2000+ user tweets resulted in #SongsForSisters trending nationally • 2600+ messages were received Business Results: • Sales during Rakhi Festive period went up by 28% (vs Rakhi’12) • Celebrations’ market share within Organized Food Gifting Category grew from 55% to 65% • Imagery scores on ‘To Celebrate Happy Moment’ went up by 100%.

The Campaign objective was to establish Cadbury Celebrations as the special token of love between brothers & sisters; thereby gaining greater share of gifting during Raksha Bandhan (an occasion when brothers promise to protect their sisters). Occasions like Raksha Bandhan need an emotional cord to catch the attention of consumers. Insight suggested that brothers suffer with the common ‘boy trait’ of being unable to express themselves. Celebrations wanted to grow the category by establishing itself as a gift that is beyond a box of chocolates-an expression of emotions. Personalization will be the key to create a emotional connect with our young target audience. Siblings were given a real time marketing platform where their feelings/messages were converted into personalized video songs. The Campaign-“Songs for Sisters” aggregated messages from brothers in real time-through Social Media and converted them into musical videos by the renowned bands in the country.