Cadbury’s new advertisement shows the bond between brothers and sisters.

Rakshabandhan is near and Cadbury released a new campaign sharing the bond between brothers and sisters. In real life, brothers do not share their feelings with siblings with the same regularity they do in their romantic relationships. With the tagline #brotherswhocare, Cadbury showcases the biggest celebration of sibling love.

With time, the bonds between brother and sister get stronger and the advertisement is a perfect example to showcase the appreciation for their sisters in a unique and heartwarming way. It showcases that if away from home, siblings share the same bond they shared in their childhood. 

Nitin Saini, VP-Marketing, Mondelez India stated “ Romantic relationships often take the spotlight away from other deep relationships such as bonds between siblings. Building on mutual trust, growth, support, and love these bonds are made of their perfect moments sharing happy, sad, and mischievous moments where appreciation is offered through mindful gestures. 

With the #Brotherswhocare campaign, the campaign is focused on encouraging brothers to express their affection for sisters. With Rakshabandhan approaching, it is an opportunity to remind every brother the moments they share with their sisters are just precious and invites them to rekindle the timeless connections they share with their siblings through the quality time they spend together. This Rakhi, we focus on redefining sibling love- where strength meets sentiment and caring has no bounds. 

The main focus was to spotlight the reality of the brother-sister dynamic. Every brother loves his sister but cannot express that in words. We built the campaign that will help remind the brothers to share the best moments with their sisters and share the special bond most magically, showcasing the utmost love for her on this special day. Cadbury gifting options give a reason for happiness because this festival season “Kuch Meetha Ho Jaye”. 

The best part of the campaign is that it is a multichannel campaign, encouraging siblings to spend more quality time with each other. The campaign would be followed by multiple digital brand films that subvert the romantic tropes by highlighting the role played by sisters behind the scenes during the highs and lows of their brother’s love stories. On scanning the QR code on the Cadbury celebration pack, users will be led to a microsite www.cadburybrotherwhocare.com where they can play a movie day with their sisters in the selected PVR some of the selected cities, whereas this campaign also includes a social experience.