Cadbury Celebrations has rolled out a campaign, #CreatingMemoriesNeverClicked, that allows siblings to turn uncaptured moments from their lives into cherished keepsakes. The film has been released ahead of the festival of Raksha Bandhan which will be celebrated on 19 August.

Conceptualised by Ogilvy, the campaign aims to offer siblings a unique chance to express their love for each other by finding a way to capture on film the innumerable, unforgettable memories they share of a lifetime. It showcases the special connection that siblings share, with the brother reminding his sister of the time she stood up for him against bullies in school. He then surprises her with a Cadbury Celebrations box that has a recreated image of the precious moment.

To this end, the brand has rolled out a user-friendly microsite, where individuals can transform precious, undocumented moments from their memory into realistic photos. By sharing their cherished memories that best define their bond with their siblings, along with accompanying photographs a personalised image of the memory can be recreated using AI and upscaling techniques.

Developed by Ogilvy India’s creative tech team, the site features facial restoration, out painting, and de-aging, while adhering to ethical standards. Once produced, these images can be personalised and shared with siblings virtually or printed on a specially crafted Cadbury Celebrations box.

What we think about it: The concept of blending technology with creativity to craft a unique experience that seeks to recreate cherish-worthy moments in one's life that were never captured on camera is laud-worthy, and the film helps bring the concept to life. However, in today’s times when the festival of Rakhi is increasingly celebrated between two brothers or two sisters regardless of gender, the AI failed to accept two pictures of the same gender when we tested it, displaying the error message: 'Gender does not match!'. The feature could have been kept gender-agnostic, in keeping with the times.

Nitin Saini, vice president – marketing, Mondelez India, stated, "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 & 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.”