Kyoorius Advertising Awards
Experience & Activation
KYOORIUS ADVERTISING AWARDS - Topical Advertising (Experience & Activation)
#MyFirstRakhi - Cadbury Celebrations
Client: Mondelēz India
Entrant: Ogilvy India
Baby Blue Elephant
|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|