Rakhi made better with Prosthetic Arms of Cadbury Celebrations

Rakhsha Bandhan is world's biggest Sibling Festival. It is observed on the last day of Shraavana a month recognised in the Hindu lunar Calendar, which typically falls in August. 

This festival is celebrated between Brothers and Sisters. The sister would tie a thread of protection around the wrist of her brother which is called as Rakhi. This Rakhi is suppose to protect her brother from all sorts of dangers. In return she gets gifts and a promise that her brother will protect her as well.

Cadbury Celebrations this year is trying to make Raksha Bandhan a little more special for differently abled children who do not have upper limbs. How does it feel like? A thread around our wrists? There are some children out there who are missing this experience. Cadbury Celebrations wants them to feel and experience the festival of Rakhsha Bandhan with their Prosthetic Arms.

Cadbury Celebrations on their latest campaign titled #MyFirstRakhi have collaborated with experts to develop India’s first generatively-designed prosthetic arm that can help all these children sense touch. With this arm they will now be able to feel and experience Rakhi. The feeling which we all know very well and now these children will know that too.

Generally Prosthetic Arms lack the sense of touch. This arm won't lack this. The children having this prosthetic arm will be able to feel as well. Cadbury Celebrations has partnered themselves with Social Hardware, it is an organisation that is working towards providing helpful assistive devices and rehabilitation services. They are doing it to develop a prosthetic arm enabled with flex sensors and a vibration motor designed to let the children sense the feeling of touch, at a low cost.

Anil Viswanathan, the senior director – marketing of Mondelez India, said, “For years now, Mondelez India has been an innate part of festivals and occasions like Raksha Bandhan, and has redefined the joy of gifting and shared moments with Cadbury Celebrations. Through #MyFirstRakhi, we wanted to make a meaningful difference to the lives of these kids, who don't get to experience festivals like we do.”

He further said that to celebrate Rakhi, one needs to feel the touch of its threads that is why they provided a solution to give the differently abled children with no upper limbs a sense of touch. With the focus on spreading happiness and banking on the proposition of ‘Kuch Achha Ho Jaaye, Kuch Meetha Ho Jaaye’, the campaign promises a new start for children, who have missed experiencing the joy of celebrating this festival in its truest sense.

STORIES AS SHARED BY CADBURY CELEBRATIONS

"Aryan is an intelligent, dynamic and a good-natured person. He belongs to a very close-knit and loving family. His sister happens to be one of his best friends and they have a healthy banter almost all the time. He's brilliant in Mathematics and is preparing to compete in the most challenging engineering exams. In 2017, Aryan suffered a severe traumatic injury when he picked up a high-tension cable and lost his dominating right hand. However, he's beautifully overcoming these challenges with the help of his loved ones. So Cadbury Celebrations launched the campaign #MyFirstRakhi in an attempt to highlight the importance of feeling the sensation of touch by designing special prosthetic hands with flex-sensors. This Rakhi was truly special not just for Aryan but his sister too."

"Lavyansh is a bright, talented and a very mild natured individual. He is loved by his family and especially by his sister who dotes on him. He is an inter-school winner in carrom and writes wonderfully with the mouth. These go on to show his resilience and positive outlook towards life. In 2018, Lavyansh suffered a considerable trauma when he accidentally encountered a high tension of 11,000 KV connection. Even though chances of him surviving were low, he came out of it like a hero. He underwent three surgeries in which his limbs were amputated. But this Rakhi brought a special gift for him and his sister. So Cadbury Celebrations launched the campaign #MyFirstRakhi in an attempt to highlight the importance of feeling the sensation of touch by designing special prosthetic hands with flex-sensors. This Rakhi was truly special not just for Lavyansh but his sister too."

"Shubham is a shy, patient and a smart child. His parents love him dearly and are always trying to do the best for him. He's very close to his younger sister, who brings immense joy into his life and they both share a very strong bond. He is continuing his education to the best of his abilities and has learnt to write with his toes and is doing well in his studies. He had a road accident where he was hospitalized and eventually ended up losing both arms. But this did not stop him from becoming the best version of himself and he has emerged out of the hardships to be a bright young boy. So Cadbury Celebrations launched the campaign #MyFirstRakhi in an attempt to highlight the importance of feeling the sensation of touch by designing special prosthetic hands with flex-sensors. This Rakhi was truly special not just for Shubham but his sister too."

It's not just the brothers without upper limbs, it's also their sisters who miss the feeling of tying a thread around their brothers wrists. So, for this Rakhsha Bandhan the most Celebrated Sibling Festival of the world, Cadbury Celebrations brought this Prosthetic Arm to let these children feel the touch of rakhi. Among all their campaigns under 'Kuch Achha Ho Jaaye, Kuch Meetha Ho Jaaye’, this has to be the best one.

To help all the children accross the nation, Cadbury Celebrations had published their creation at https://CadburyCelebrationsMyFirstRakhi.com to make it accessible for everyone, so that we all can help childrens to finally sense the feeling of touch.

Happy Raksha Bandhan.