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#MyFirstRakhi - Mondelēz India - Cadbury Celebrations JPG
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#MyFirstRakhi - Cadbury Celebrations
Client: Mondelēz India
Entrant: Ogilvy India

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#MyFirstRakhi - Cadbury Celebrations - Mondelēz India

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Entry Title: #MyFirstRakhi
Brand: Cadbury Celebrations
Client: Mondelēz India
Entrant Company: Ogilvy India
Description: Festive gifting plays a huge role in Cadbury’s business but due to the aftermath of the pandemic celebratory sentiment for Indians dipped.
Raksha Bandhan kick-starts the festive season and is an occasion where lots of gifting takes place. It celebrates the brother-sister relationship over a ritual, where the sister ties a Rakhi (a sacred thread) on her brother’s wrist and the brother gives her a gift.
Brothers with upper limb disabilities don’t truly experience this ritual and feeling.

Cadbury Celebrations in partnership with Social Hardware, a producer of prosthetics, gifted the joy of experiencing the ‘First Rakhi’ feeling for these kids. We created flex-sensor based cost-effective prosthetic hands with a vibration motor designed to feel the touch of everything like the threads of rakhi. It not just enabled the feeling of Rakhi but also helped ignite the sentiment that's intrinsic to the festival.

We designed customized prosthetic limbs for these kids. But the kids are generally given only cosmetic appendages. They lack functionality, more importantly, they don’t even have the sense of touch. We realized that the joy of Rakhi is in also feeling the touch of those threads of love, of bonding on your wrists.

So we decided to introduce this sense of touch on prosthetic limbs. The idea was to help as many kids as possible, hence it was essential that the solution was not just first of its kind but also affordable. We collaborated with Social Hardware to develop a sensor enabled cosmetic prosthetic arm that could be used by the youngest of children to experience the sense of touch. The solution cut across all strata of people as it was financially viable and also made accessible for anyone to who wanted to avail it on www.myfirstrakhi.com. We scaled the campaign to help 120+ families over a span of a year.

Company Credits: Ogilvy India
Company Credits: Wavemaker India
Company Credits: Country Boyz Films
Company Credits: Social Hardware
Individual Credits: Kainaz Karmakar - Chief Creative Officer - Ogilvy
Individual Credits: Sukesh Nayak - Chief Creative Officer - Ogilvy
Individual Credits: Harshad Rajadhyaksha - Chief Creative Officer - Ogilvy
Individual Credits: Neville Shah - Executive Creative Director - Ogilvy
Individual Credits: Hemant Sharma - Group Creative Director - Ogilvy
Individual Credits: Sagar Jadhav - Senior Creative Director - Ogilvy
Individual Credits: Sukesh Nayak - Copywriter - Ogilvy
Individual Credits: Neville Shah - Copywriter - Ogilvy
Individual Credits: Hemant Sharma - Copywriter - Ogilvy
Individual Credits: Sagar Jadhav - Copywriter - Ogilvy
Individual Credits: Sagar Jadhav - Art Director - Ogilvy
Individual Credits: Ganapathy Balagopalan - Head of Strategic Planning - Ogilvy
Individual Credits: Bhakti Malik - Vice President (Planning)
Individual Credits: Prasidh Dalvi - Planning Director - Ogilvy
Individual Credits: Anushka Mukherjee - Junior Planner - Ogilvy
Individual Credits: Prakash Nair - Associate President & Integrated Brand Team Leader - Ogilvy
Individual Credits: Antara Suri - Senior Vice President - Ogilvy
Individual Credits: Parshuram Mendekar - Client Services Director - Ogilvy
Individual Credits: Manseerat Sethi - Account Supervisor - Ogilvy
Individual Credits: Deeksha Chaturvedi - Assistant Account Executive - Ogilvy
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