Contract launches new Rakshabandhan campaign for Mondelez
The new communication for Cadbury Celebrations aims to celebrate the squabbles and bickering that are part of every sibling relationship
Cadbury Celebrations, the chocolate gifting brand in the Mondelez portfolio has brought out a new TVC, leading up to Rakshabandhan. Conceptualised by Contract Advertising, the ad film celebrates the bickering and good natured banter that is an essential part of every brother-sister relationship.
This year, the brand decided to infuse fresh energy and exuberance into the festival by positioning itself as a ‘masti-bhara’ gift that sparks off the fun in Rakhi celebrations.
The film captures the insight that brothers and sisters express their deep love for each other through squabbles and teasing.
To view TVC:
Kapil Mishra, Executive Creative Director, Contract Mumbai explained of the TVC, "Rakhi started as a festival of the brother's resolve to protect the sister. 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, added, “Festivals mean a lot to us Indians. Over the years, Cadbury Celebrations has become one of India’s favourite gifting options during these celebrations. It 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.”
Agency: Contract Advertising
Client: Mondelez for Cadbury Celebrations
National Creative Director: Ashish Chakravarty
Executive Creative Director: Kapil Mishra
Senior Creative Director: Rahul Ghosh
Copywriter: 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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