Aarti Pahwa, New Delhi
Mondelez India, the makers and bakers of some of India's iconic snacking brands are back again to add a gleam of happiness to the festivities of Raksha Bandhan with Cadbury Celebrations and the launch of their latest OOH campaign #CloserThisRakhi. Cadbury Celeberations has integrated a face mask to reiterate the primacy of safety during the on-going Covid-19 pandemic.
High traffic locations in Mumbai, Nasik, Pune, Ahmedabad, Rajkot, Surat, Delhi, Haryana, Chandigarh, Lucknow, Allahabad, Kanpur, Jaipur, Patna and Kolkata were selected to compel the onlookers to take necessary precautions during this unprecedented situation via eye-catching OOH campaign. In association with Kinetic India, the brand strategically planned the media deployment for the campaign. High footfall areas as well as locations frequented by the target group were taken up, such as, arterial roads, markets and areas around traffic signals.
Anil Vishwanathan, Marketing Director - Chocolate, Mondelez India Foods Pvt. Ltd., said, "As we enter the festive season, we believe that our festivals need to be celebrated while families and individuals continue to espouse safety and precaution. Rakhi is the harbinger of the season and is unique in its celebration of sibling bonding manifest through a ritual of protection. What better way to think about protection than the mask, which has become a unanimous symbol the world over. As a brand that has now become part of the Rakhi ritual, Cadbury Celebrations urges siblings to get closer, and together acknowledge the importance of protection in the coming months."
Commenting on the creative part, Sukesh Nayak, Chief Creative Officer, Ogilvy India: "During these times, we have realized the importance of relationships and over the last few months have formed even stronger bonds with our family. Our outdoor campaign draws inspiration from these moments laden with love and banter between the siblings. Raksha Bandhan is all about protection and we wanted to highlight another important aspect this time. With the pandemic not loosening its grip, the masks are our enablers and a symbol of protection. Through some key outdoors, Cadbury Celebrations provides a simple reminder on the basic protection needed in today's time - the face mask. "
Piyush Pandey, Worldwide Chief Creative Officer and Executive Chairman India, Ogilvy: "Cadbury over the years has become an accepted ritual of Raksha Bandhan, a festival of love and protection. Mask in today's times are the most needed form of protection. What better way to express love than give a message that equals a mask to a Rakhi. I hope both sisters and brothers urge each other to wear a mask- 'my rakhi to you this year' is the message of Cadbury."
Kinetic India has worked for the below mentioned clients in the past