Can a promotion touch people’s hearts? That’s what we wanted to find out, when Cadbury briefed us to do a CSR-led activity around Christmas. One, that in his words, ‘directly and tangibly makes a difference’ to someone.Cadbury Celebrations is an assortment of fine gift chocolates. We were to promote it more like a friend rather than a brand. Along the way, we were to cement Cadbury’s reputation as a good corporate citizen beyond the usual consumers.

We didn’t have the budget to create an ATL campaign. Which is why we used an impactful yet simple device which would create a buzz among those who received it and among those who heard about it. The concept was simply to extend the property of chocolates and gifting to the visually impaired. We took the regular packaging and converted the messaging into Braille. Dressed as Santas, we then took this unique Braille pack to India’s largest Education institute for the visually impaired – Victoria Memorial School For The Blind.

This special package was not up for sale. However, it earned us rich dividends in terms of the joy that was spread. To see the children break out into smiles as they read the cover of the box, and then bite into the chocolates, was so heartwarming, that the Victoria Memorial School For The Blind invited Cadbury for any festival of the year. The goodwill earned, has cemented Cadbury’s reputation as a good corporate citizen, who performed its Christmas act of giving, in a quiet and unobtrusive manner. No PR articles were issued around this for example, preserving the integrity of the project.

Visually impaired children don’t always get to celebrate a festival like others normally would. They also don’t always get a chance to savour delicious chocolates during these festivals. Our special Braille pack not only ensured they got a chance to do so but also made sure that they weren’t left out of the celebration that others were experiencing. A special message of celebration with a box of delicious chocolates – what else could one ask for?