Brand Owner: Cadbury
Date: July to August 2006
Media Agency: Madison Media
Media Owner: Reliance Infocomm
Media Channels: Mobile, internet
India's Rakshabandhan festival is a big event. As part of the celebrations, sisters and brothers give each other presents. The sister prays for her brother's long life and the brother promises to protect her. The gifts are usually cash, but Cadbury wanted to ensure that its Celebrations Bandhan were given instead. It positioned Celebrations Bandhan as a special gift, thoughtfully chosen compared to easy, cold and functional cash.
The challenge was how to communicate this sweet alternative. The medium that allowed the message to be heard on a personal level was the mobile phone, and specifically voice mail, a market media first.
Three million Reliance users were contacted with a branded SMS to let them know about the promotion and told all they had to do was dial a dedication.
By dialing 1234 and saying Rakhi they could then create a voice mail for their brother or sister. They could also dedicate a song to their sibling and then download a special Cadbury ringtone.
The recipient of these good wishes would then receive the special message and song. At every stage the Celebrations brand was prominent, including credits in the welcome messages and requests for the sender to say "Bandhan" once he or she reaches the voice portal zone.
More than 100,000 brothers and sisters used the mechanism to express their love for each other.