The objective was to celebrate the memories and the bond that a brother shares with his sister and manifest the same by establishing Cadbury Celebrations as a brand that goes beyond just a box of chocolates and instead position itself as an expression of emotions.
Brothers often struggle to find their sister the perfect gift. We had the insight that nothing could be a better present than gifting her a sweet memory that the pair of them has shared together? Users were asked to share special memories that they shared with their siblings using #MeethiMemories. Once submitted we transformed these memories into personalized illustrations in real-time, bringing to life the sibling’s memories. We created a Facebook tab which was designed to pull #MeethiMemories conversations from different platforms like Facebook and Twitter. An influencer activity was engaged to drive participation. The real-time illustrations were designed and uploaded on the facebook tab as well as tweeted to the users.