Cadbury Celebrations come into full OH innovative form with the approaching festival seasons and the brand leverages the first festival of this season i.e. Rakhi to strengthen its emotional connect. With Cadbury Celebrations, the universally loved taste of Cadbury chocolate complimented by the brand’s trust and goodwill become the prime factors to establish the product as a preferred gift during traditional festivals in India.

The brand partnered with Kinetic Worldwide for a topical marketing campaign on the upcoming festivities.

Initiating efforts to reiterate the message of this festive occasion ‘‘Iss rakhi kuch accha ho jaye,Kuch Meetha Ho Jaaye’, Kinetic executed life-size billboards across high traffic junctions in 16 cities. Building a high reach amongst consumers, to express their love for their siblings this Rakhi, Kinetic also installed Cadbury Celebrations LED networks and mall facades in addition to OOH marketing; creating an effective recall. 

Skewed towards the markets of north and west regions, with the help of the New Consumer Classification System, the campaign is targeted to both male and female in the age group 16-35. To bring out the festive feel, attractively huge handmade rakhis with aesthetic Kundan and Peral work were installed at two prominent locations in Mumbai – On the highway towards the domestic airport (Vile Parle) and at Worli. These rakhis also had a backlit celebrations packet with lighting that gave it a 3D reality effect.

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