Cadbury Celebrations is making sure that siblings remain physically close this Raksha Bandhan in addition to fostering sibling relationships. The top chocolate giving company has developed a Bluetooth-enabled rakhi that will guarantee the siblings spend the day together in yet another creative application of technology.
The #ConnectedRakhi campaign from Ogilvy India is built on the idea that siblings will spend a lot more time together while they are young. However, they tend to spend less time together as they become older and other responsibilities take priority. The company’s most recent product innovation promotes sibling celebration of the holiday, just as they did when they were little.
” When we were younger, we would spend the entire day together. Nothing to do or nowhere to go was an option. But nowadays, siblings just get together during Rakhi before leaving to attend to other matters of importance. After recognising this issue, we came up with a contemporary remedy. The only thing left to do was figure out how to put it into practise, according to Sukesh Nayak, chief creative officer at Ogilvy India.
A QR code for the app download can be found on the product’s packaging. The voice clip of their brother’s commitment to spend the day with them might be uploaded here by the sister. If her brother pulls away from her or tries to leave after she binds the paired, connected rakhi on his arm, her phone will play the brother’s voice recording. Until he returns to her, the audio of him promising to spend the day with her will continue to play.
It worked along with Social Hardware last year to create India’s first generatively designed prosthetic arm for children with upper limb disabilities to experience touch. Social Hardware is an organisation that provides assistive technology and rehabilitation services. It created a low-cost prosthetic arm equipped with flex sensors and a vibration motor for kids to feel touch as part of the #MyFirstRakhi campaign.
“We have made an effort to take action that matters year after year. We constantly strive for it to be more than just a commercial. For us, it is a continuing brief. Additionally, brands that can draw in and hold the attention of the audience will try these ideas, says Nayak. For its marketing campaigns, Cadbury has been utilising technology to the fullest. Last year, it generated personalised Raksha Bandhan wishes using artificial intelligence (AI). This would enable brothers to create a video in which actor Hrithik Roshan would speak a special greeting to their sisters. The technology altered Roshan’s digital appearance, customising his voice and mouth movements for each name.
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