Cadbury Celebrations Launches Premium Packs And A New TV Commercial For Raksha Bandhan
The creators of the Chocolate Gifting market in India, Mondelez India, has rolled out new Cadbury Celebrations Premium packs and a Cadbury gifting portfolio for Raksha Bandhan, in line with Cadbury Dairy Milk’s new positioning of Kuch Achha Ho Jaaye, Kuch Meetha Ho Jaaye. A new television commercial that highlights the brother-sister bond is also being released.
“Over the years, Mondelez India has been an intrinsic part of festivals with Cadbury Celebrations becoming India’s favorite gifting option,” Anil Viswanathan, director, marketing, chocolates, Mondelez India, commented on the festive offering.
Revamped and premium packaging
“Cadbury Celebrations brings alive the joy of gifting by getting people together and strengthening relationships, especially during festivals like Raksha Bandhan. We aim to bank on the Cadbury Celebrations Premium Selection chocolates with revamped and premium packaging to help us connect with our consumers this festive season,” he added.
“Our Raksha Bandhan TVC, in a heart-warming setup, highlights the innocent brother-sister relation and how a pack of Cadbury Celebrations brings them closer to each other than ever. Linking in with the recently-launched Cadbury Dairy Milk generosity campaign, this Rakhi commercial also brings alive the acts of generosity that make our festivals full or warmth and renewed good feelings amongst relationships far and close,” Viswanathan told the publication.
The new TVC features the story of a younger brother going the extra mile, by sacrificing the money he saved for his cricket bat, to buy his sister a rakhi gift, a box of Cadbury Celebrations. Of a simple sacrifice, that enhances the love between them. The new campaign is led by a TVC and further amplified through digital and social activations along with innovative out-of-home advertising (OOH).
The company has also designed an innovative personalized format of gifting where consumers will be able to customize their Cadbury Celebrations and other Cadbury Gift boxes that are exclusively sold online with personal messages for their siblings.
“Last year, Mondelez India announced the launch of its first direct-to-consumer website, Cadbury Joy Deliveries. This Raksha Bandhan we are taking it a step further with adding a personal touch to the packaging of the Cadbury Celebrations and other e-commerce exclusive Cadbury gift boxes,” Abhishek Ahluwalia, e-commerce lead, Mondelez India, told the publication. “The website allows you to customize a heartfelt message and add photographs for your beloved sibling at attractive prices. So this festive season not only is the joy delivered to your doorstep but, it is personalized, too,” he added.