In collaboration with Ogilvy India and Wavemaker
Cadbury Celebrations has revived its emotionally resonant ‘Brothers Who Care’ campaign to mark Raksha Bandhan 2025, in partnership with Ogilvy India and Wavemaker. The campaign continues to emphasise the value of thoughtfulness in sibling relationships, particularly encouraging brothers to go beyond traditional gestures.
Nitin Saini, Vice President – Marketing, Mondelez India, shared, “With this year’s Brothers Who Care campaign, we aim to reignite genuine gestures of affection and highlight the extra effort siblings can take to make Rakhi truly special. Cadbury Celebrations has always stood for heartfelt connections, and this initiative reinforces our positioning as a symbol of thoughtful gifting.”
Building on real-life insights, the campaign creatively challenges the disparity in how men express affection toward their partners versus their sisters. Sukesh Nayak, Chief Creative Officer, Ogilvy India, elaborated, “Every brother loves his sister, but that love doesn’t always translate into meaningful effort on Raksha Bandhan. Ironically, the same men go above and beyond for their girlfriends or wives on Valentine’s Day. We wanted to nudge them—to treat Rakhi with the same intent and energy.”
The #BrothersWhoCare platform is designed to encourage men-who are not only brothers, but also boyfriends, husbands, and fiance’s-to pause, plan, and celebrate the sibling bond with equal sincerity. Through this campaign, Cadbury aims to shift the Rakhi narrative from ritual to real connection.
