Ad Campaigns
Cadbury Celebrations launches #CreatingMemoriesNeverClicked campaign
Mumbai: This Raksha Bandhan, Cadbury Celebrations introduces their heartwarming campaign, #CreatingMemoriesNeverClicked, allowing brothers to turn uncaptured moments into cherished keepsakes. Conceptualized at the heart of the irreplaceable sibling bond – full of unforgettable memories like playful teasing, or saving the last piece of chocolate – this campaign offers siblings a unique chance to express their love.
With #CreatingMemoriesNeverClicked, the brand has rolled out a user-friendly microsite, where individuals can transform precious, undocumented moments from their memory into realistic photos. On the campaign website-www.cadburycreatingmemories.com, brothers can share their cherished memories that best define their bond with their siblings, along with accompanying photographs. Using cutting-edge technology, including AI and upscaling techniques, a personalized image of the memory is then recreated. Developed by Ogilvy India’s creative tech team, the site features facial restoration, out painting, and de-ageing to ensure a high-quality and enjoyable experience while adhering to ethical standards. Once produced, these images can be personalized and shared with siblings virtually or printed on a specially crafted Cadbury Celebrations box, making for the most perfect surprise on this joyous occasion.
Mondelez India vice president of marketing Nitin Saini 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 and 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.”
Ogilvy India chief creative officer Sukesh Nayak 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.”
Wavemaker India chief client officer & office head, West, North & East, Shekhar Banerjee 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 a 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.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
