Cadbury Celebrations uses AI to recreate images for Raksha Bandhan

Ogilvy is the creative agency behind the innovative microsite that uses AI to recreate personalised memory images for Cadbury.

This Raksha Bandhan, Cadbury Celebrations launches the #CreatingMemoriesNeverClicked campaign, enabling brothers to turn uncaptured moments into keepsakes. Focused on the sibling bond, the campaign allows siblings to express their love through shared memories like playful teasing or saving the last piece of chocolate.

With #CreatingMemoriesNeverClicked, the brand has launched a microsite where users can turn undocumented moments into realistic photos. On the campaign website, brothers can share memories that define their bond with their siblings, along with photos.

Using advanced technology, including AI and upscaling techniques, the microsite recreates personalised images of users' memories. Developed by Ogilvy India’s creative tech team, the site incorporates features such as facial restoration, out painting, and de-aging to provide a high-quality experience while maintaining ethical standards. Once produced, these images can be personalised and shared with siblings virtually or printed on a specially crafted Cadbury Celebrations box, making for the most perfect surprise on this  joyous occasion.

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. 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,’ and embodies Cadbury Celebrations’ commitment to making every occasion special.