Raksha Bandhan, the very Indian festival celebrating the beauty of a sister-brother bond, is round the corner. While sisters pray for their brothers’ prosperity, brothers promise to protect them and share a special gift. The festival evokes sweet memories amongst brother-sister duos all over the country, no matter the age and the distance between them. And brands strive hard to capitalize on that particular emotion every year.
This year, Cadbury Celebrations – the gifting range with an assortment of chocolates from Cadbury – has further strengthened its association with Raksha Bandhan as the perfect gift for celebrating special relationships like that of a brother and sister.
The chocolate brand invited brothers to share “Meethi Memories’ or ‘sweet memories’ with their sister for a chance to win a special customized illustration for her Rakhi gift. Cadbury Celebrations chose its Facebook as well as Twitter pages to spread the word.
A ‘Meethi Memories’ Facebook app has been built on the Cadbury Celebrations Facebook page for its 4.7 million strong fan base. The app provides a box where you can add the sweet memories with your sister, in addition to displaying the customized illustrations and the tweets that have been shared on #MeethiMemories.
On Twitter, the brand associated with influencers too, apart from spreading word about the personalized illustrations. Interesting questions were put up as part of a contest, where lucky ones could win chocolate hampers. These Twitter contests also used the same campaign hashtag – #MeethiMemories.
— Nidhi (@ChhotaRecharge) August 1, 2014
Q3. What is the one habit of your sister that just makes you go ‘awww’? #MeethiMemories
— Ghaati Gumboots. (@ghaatidancer) August 1, 2014
The illustrations can be seen on a Facebook album of the same name as the campaign – ‘Meethi Memories’. The brand has shared these images along with the name. Here are a few of the personalised illustrations:
Cadbury Celebrations associates with meethi memories
Cadbury Celebrations nails it again! Last Raksha Bandhan, the chocolate brand had launched an adorable campaign called #SongsForSisters. Brothers were invited to share messages for their sisters on the brand’s social media platforms, and India’s leading bands like Spud in the Box, Something Relevant then turned it into a song dedicated to her. The campaign generated loads of customized songs for sisters that are now on display as a playlist on the brand’s YouTube channel.
#MeethiMemories is once again a memorable campaign on the same lines, one that has helped the brand remain relevant for its social media community. Creating personalized illustrations or songs for your fans always adds to the brand building exercise as they now have something they can ‘own’, rather than hosting contests with brand hampers to be won. Despite the challenges of running such co-creation campaigns, these ultimately add to brand affinity.
The other factor is differentiating between the many Cadbury chocolate brands – Dairy Milk, Silk, Temptations, etc. Having distinct social media driven campaigns for each has helped create a distinct voice for each.
This campaign has helped Cadbury Celebrations resonate with ‘Meethi Memories’, something that can lend itself to multiple consumer engagement activities around sweet memories.