Digital screens were set up at 50 Café Coffee Day (CCD) outlets across Delhi and Mumbai, encouraging brothers to text or tweet their love for their sisters. Posts written on Twitter and messages sent on a certain number following the instructions given on the 10 cards at the CCD outlets were broadcasted over digital screens. On the outdoor medium, apart from product shots on hoardings showcasing the specialty of the Celebrations Rich Dry Fruit Collection range, print ads were also published.
At cinema theatres, each day from July 28 to August 2, one lucky winner was selected from a Facebook contest. The winner could take his sister to watch a movie. Between intervals, a customised message from him was displayed on the cinema screen and a personalised Cadbury Celebrations gift box was handed over to the sister, in the presence of the audience.
The brand also took up a lane each and created a special 'Cadbury Celebrations Sisters Street' for Raksha Bandhan in Mumbai, Delhi, Ahmedabad and Lucknow on July 28 and 29. In Ahmedabad and Lucknow, Cadbury Celebrations dedicated an entire street for sisters in Maninagar and Jopling Road, in which banners with personalised messages from brothers to their sisters were put up on every building. The entire street was decorated with streamers and buntings and had a huge welcome gate. In Mumbai and Delhi, this was done via hoardings on streets in Bandra and Defence Colony, respectively.
Chandramouli Venkatesan, director (snacking and strategy), Cadbury, says, "Over the years, Cadbury Celebrations has become a great gifting option during festivals. The brand believes and drives social change by getting people together and strengthening relationships, especially during festivals like Raksha Bandhan. Cadbury Celebrations' endeavour has always been to genuinely make people happy by making them connect with their loved ones."
On radio too, the campaign promotes the Indiacelebrates app, with the radio jockeys urging listeners to log on to the Facebook page and participate. A few lucky listeners will get an opportunity to express their feelings for their sisters on radio on Raksha Bandhan.