Cadbury Celebrations turns uncaptured moments into cherished keepsakes

Delhi: Cadbury Celebrations introduced their  campaign, #CreatingMemoriesNeverClicked, aimed at allowing brothers to turn uncaptured moments into cherished  keepsakes. 

With #CreatingMemoriesNeverClicked, the brand has rolled out a microsite, where individuals can transform precious, undocumented moments from their memory into realistic photos. On the campaign website-www.cadburycreatingmemories.com, brothers can share their cherished memories that best  define their bond with their siblings,  along with accompanying photographs.  

Using technology,  including AI and upscaling techniques, a  personalised image of the memory is  then recreated. Developed by Ogilvy  India’s creative tech team, the site features facial restoration, out painting,  and de-aging. Once produced, these images can be personalised and shared with siblings virtually or printed on a Cadbury Celebrations box.

Nitin Saini, Vice-President – Marketing, Mondelez India, expressed his excitement about the campaign  stating, "Each year we aim to capture the essence of sibling love and nostalgia, often focussing on the timeless  memories shared between siblings. Their bond is precious, unbreakable; they may fight, bicker and disagree, but  at the end of the day, they care about each other fiercely. Raksha Bandhan celebrates this special connection,  bringing siblings together to reflect and cherish what they have. Having shared so much of their lives, their  relationship is filled with moments and memories that are wholly and truly theirs. Our effort with  #CreatingMemoriesNeverClicked is to continue Cadbury’s tradition of enabling brothers to express their love and  do something sweet for their sisters during Rakhi, and through this campaign, we want to help them relive their  special moments and grow closer.” 

Sukesh Nayak, Chief Creative Officer, Ogilvy India, said, “There are albums and albums of pictures filled  with special memories of siblings growing up together in every household. But still, some of these special  memories often go unclicked. At Ogilvy, we believe in creating work that beautifully blends strong cultural insight  with new-age technology, making it super relevant. So, this Rakhi we transformed the iconic Cadbury  Celebrations box into a canvas that helps brothers create those unclicked moments which we always cherish.  Making the Celebrations box almost like a time machine that helps siblings go back in time and create a moment  never clicked as the most special gift this Rakhi for every sister.” 

Shekhar Banerjee, chief client officer and office head, West, North and East, Wavemaker India, said, “The  blend of AI and emotions has opened up some great opportunities for us to transform last-minute giftee  experience to a thoughtful gesture with the power of media. Leveraging behaviour-based platform strategy to  target brothers and cutting-edge media innovations, we are seamlessly integrating the communication across  platforms to encourage brothers to play a more active role in a festival traditionally led by sisters.” 

#CreatingMemoriesNeverClicked builds on the TV commercial ‘Iss Rakhi, Kuch Accha Ho Jaaye, Kuch  Meetha Ho Jaaye.’