This Raksha Bandhan, Cadbury Celebrations is making the sibling bond even more special with its latest campaign, #CreatingMemoriesNeverClicked.
Designed to turn unphotographed moments into treasured keepsakes, the campaign taps into the heart of sibling relationships, capturing the essence of playful teasing, shared secrets, and the small acts of love that define the bond between brothers and sisters.
#CreatingMemoriesNeverClicked is built on the foundation of Cadbury Celebrations’ ongoing theme, “Iss Rakhi, Kuch Accha Ho Jaaye, Kuch Meetha Ho Jaaye,” which aims to make every celebration memorable. This year, the brand takes a step further by offering brothers a unique way to express their love for their sisters through a new digital experience.
Cadbury has launched a dedicated microsite, www.cadburycreatingmemories.com, where users can bring their cherished memories to life. Brothers can submit memories that epitomize their relationship with their sisters, along with any existing photographs. Using advanced technology, including AI and upscaling techniques, these memories are transformed into realistic, high-quality images that capture the essence of moments that were never photographed. Developed by Ogilvy India’s creative tech team, the platform features facial restoration, out painting, and de-aging to ensure a lifelike and ethical representation of the memories.
These personalized images can then be shared digitally with siblings or printed on a Cadbury Celebrations box, making the gift even more special. The idea is to turn the Celebrations box into a time capsule, allowing brothers and sisters to revisit and relive moments that are too precious to be forgotten.
Nitin Saini, VP of Marketing at Mondelez India, emphasized that the campaign seeks to highlight the unbreakable bond between siblings. “Raksha Bandhan is a time to celebrate the unique connection between brothers and sisters. Their relationship is filled with countless memories, both captured and uncaptured. Through #CreatingMemoriesNeverClicked, we want to give brothers a way to relive those unclicked moments and make their bond with their sisters even stronger.”
Sukesh Nayak, Chief Creative Officer at Ogilvy India, shared his perspective on the campaign’s creative approach. “In every household, there are albums filled with pictures of siblings growing up together, yet some of the most special moments go unclicked. We wanted to use new-age technology to bring those memories to life. This Rakhi, the Cadbury Celebrations box becomes more than just a gift; it becomes a canvas that helps create new, meaningful memories.”
Shekhar Banerjee, Chief Client Officer and Office Head at Wavemaker India, spoke about the strategic use of AI and media to enhance the gifting experience. “By blending AI with emotional storytelling, we’ve created an opportunity to turn a last-minute gift into a deeply thoughtful gesture. Using a behavior-based platform strategy, we’re encouraging brothers to take a more active role in a festival traditionally led by sisters.”
