Cadbury: #MyFirstRakhi

Cadbury Celebrations recently announced the launch of a new campaign via Ogilvy India for this year’s Raksha Bandhan – #MyFirstRakhi. Every year siblings in India celebrate Raksha Bandhan following the traditional rituals of a sister tying a Rakhi, a thread symbolising the bond they share, and the brother in return gifting a promise to protect her and that bond, all their life. However, this moment of joy, is deeply missed by many children in the country who are differently abled especially with their upper limbs. Often these children opt for prosthetic hands to help them build their lives. The journey for them is a long one where, as the child grows up, the prosthetic arms are recommended change, basis various factors. They typically start with basic prosthetic arms which lack the sense of touch, a very important sensation in their formative years. To make a meaningful difference to the lives of these children and help them celebrate this bond in the most fulfilling way possible, Cadbury Celebrations has partnered with Social Hardware, an organization working towards providing assistive devices and rehabilitation services to underserved communities to develop a unique senor based prosthetic arm that will let children feel the sense of touch, an integral part of growing up. The brand has pledged to provide these low-cost sensor-based hands to many children across the country by continuing to partner with Social Hardware in the coming year. For people looking at availing this solution at an affordable price, the details of the process and the organizations can be accessed here. Building on the same sentiment is the campaign film captures the story of a sister and her physically disabled older brother, Shubham, who yearns to experience the feeling of a Rakhi tied around his wrist. The feeling is turned around as the brother’s wish is fulfilled with a low-cost sensor enabled prosthetic hand, advised by his doctor. The story sees a sweet end as the dearest older brother spiritedly prepares for the festival, excited to experience his first Rakhi in the most real way possible.