Every year siblings in India celebrate Raksha Bandhan, which includes the ritual of a sister tying a Rakhi—a thread symbolizing the bond they share—around ther brother's wrist in return for a promise to protect their bond. But this moment of joy and bonding is deeply missed by many children in the country who are differently abled, especially in regards to their upper limbs. Cadbury is all about generosity and spreading joy, so the brand's new campaign #MyFirstRakhi captures the story of a sister and her physically disabled older brother, Shubham, who yearns to experience the feeling of a Rakhi tied around his wrist.