Kinetic Worldwide, an Out-of-Home player in the media industry, has collaborated with Cadbury for a topical advertising campaign around Rakhi Celebrations.
Especially during this time of the year consumers are looking for gifting options. Therefore, a brand needs to establish an emotional connection. Cadbury Celebrations has become synonymous with Rakhi celebrations. The brand’s trust and goodwill become the prime factors to establish the product as the most preferred gift during festivals in India.
The billboards installed featured message ‘Iss Rakhi kuch accha ho jaye, Kuch Meetha Ho Jaaye’. Huge billboards were installed across high traffic areas in sixteen cities. To reach a target audience and express love for siblings during Rakhi, Kinetic also installed Cadbury Celebrations LED networks and mall facades alongside OOH marketing, creating an effective recall.
The campaign is targeted at both men and women in the age group of 16 to 35. To bring out the festive feel, huge handmade rakhis with Kundan and Pearl work were installed at two premium locations in Mumbai – on the highway towards the domestic airport (Vile Parle) and at Worli. These rakhis also had a backlit celebrations packet with lighting that gave it a 3D reality effect.
