New Delhi: Cadbury Celebrations, the iconic chocolate brand, has launched a heartwarming campaign, #CreatingMemoriesNeverClicked, to celebrate the unique bond between siblings this Raksha Bandhan. The campaign offers a unique opportunity for brothers to transform their cherished, yet undocumented memories into tangible keepsakes.
In collaboration with creative agency Ogilvy, Cadbury Celebrations has introduced a cutting-edge microsite that leverages artificial intelligence (AI) to recreate personalized images based on users’ shared memories. By sharing a brief description of a special moment with their sister and accompanying photos, brothers can witness their memories come to life through the power of technology.
The microsite employs advanced AI techniques, including facial restoration, outpainting, and de-aging, to produce high-quality, realistic images that adhere to ethical standards. These recreated memories can be further personalized and shared digitally or printed on a specially designed Cadbury Celebrations box, making for a truly unforgettable Raksha Bandhan gift.
ALSO READ: Lotte and Havmor Join Forces to Conquer Indian Market
“We believe in the power of sibling bonds and the importance of cherishing shared memories,” said Nitin Saini, Vice President – Marketing, Mondelez India. “With #CreatingMemoriesNeverClicked, we aim to help brothers express their love and appreciation for their sisters in a meaningful and innovative way.”
Sukesh Nayak, Chief Creative Officer at Ogilvy India, added, “We’re excited to have combined deep cultural insights with cutting-edge technology to create a truly special campaign. This Raksha Bandhan, we’re giving brothers the power to turn their uncaptured moments into lasting memories, transforming the Cadbury Celebrations box into a time capsule of sibling love.”
The campaign is supported by a television commercial titled ‘Iss Rakhi, Kuch Accha Ho Jaaye, Kuch Meetha Ho Jaaye,’ which reinforces Cadbury Celebrations’ commitment to making every occasion special.
By leveraging AI and emotional storytelling, Cadbury Celebrations’ #CreatingMemoriesNeverClicked campaign is set to redefine the Raksha Bandhan experience, encouraging brothers to play a more active role in celebrating their sisters and creating lasting memories together.
