Celebrating the brother-sister bond, brands across categories have launched their campaigns to engage with the consumers this Raksha Bandhan. While some brands like Ferrero Rocher and PaperBoat have innovated their packaging, others like Amazon India, Exide Life and VelvetCase.com have launched quirky campaigns to highlight the constant bickering yet the deep seated love which exists in this bond. Ultra Tech Cement, on the other hand, has taken a serious issue of women harassment and the need to bring a change by attempting to alter the mindset of people in their Rakhi campaign. There were quite a few brands like Biba and Uber who were running online contests to connect with their consumers on the digital platform.
Amazon ‘delivers the love’
Amazon India has released a campaign titled ‘DeliverTheLove’, conceptualised by Ogilvy & Mather, which captures the sentiment that nothing can be cherished more than moments spent with your loved ones. It has worked on the insight that with families scattered all over the country, the modern lifestyle doesn’t allow many siblings to come together to celebrate the festival. More often than not, sisters end up couriering the Rakhis while the brothers mail the gifts. While Amazon India highlights that it is the preferred destination for many to send rakhis and gifts to celebrate Raksha Bandhan, this festive season, the brand steps in to remind people of the importance of being there for your loved ones. The simple message here is, “While we can deliver the gifts, you need to deliver the love.”
Commenting on the film, Piyush Pandey, Executive Chairman & Creative Director, South Asia, Ogilvy said, “This is a brilliant piece of work. It is a wonderful leadership statement, brilliantly written, acted and directed. Being a brother of seven sisters, I am completely and totally moved.”
Gifting a good habit with Exide Life
Exide Life Insurance has created an emotional film titled ‘Gift a Good habit this Raksha Bandhan’ which shows how a brother shows his responsibility of protecting his sister by gifting her ‘My Money Book from Exide Life Insurance’ for ensuring a better future.
Online designer jewellery site VelvetCase.com collaborated with Pocket Aces to create an engaging video on the occasion of Rakhi. This three and a half minute entertaining video achieved 2.2 million views within a day and it highlights the love and hate relationship between a brother and sibling.
Ultra Tech Cement harps on ‘Real Raksha’
Ultra Tech cement has launched a film titled ‘Real Raksha’ conceptualised by Razorfish. It deals with a sensitive issue like eve-teasing and the need to build a safe and beautiful environment for everyone. The ad initially starts with a brother wanting to protect her sister from goons harassing her by exercising his muscle power. However, the sister pleads that, if he seriously wants to protect her, then to stop using degrading words for women like ‘Maal’ and ‘Item’.
Uber’s Rakshabandhan plan
On the occasion of Raksha Bandhan, Uber joined hands with the sibling singer duo Shaan and Sagarika. A day before Rakhi, lucky Uber riders between 11am to 1pm, got to interact live with the singers and they also got to dedicate songs of their choice to their own siblings. #SurpriseYourSister was trending on Twitter all throughout the day.
Paper Boat’s special edition gift boxes
PaperBoat has introduced Rakhi Special packs and special edition gift boxes were made available across modern trade stores like Amazon.in and ShopClues.com.
Ferrero Rocher’s special treat
Other than selling special packs for the occasion, Ferrero Rocher also connected with the audience on the digital platform by encouraging brothers and sisters to create personalised albums with memories for their siblings. It used the hashtag #PreciousLikeGold to engage with the consumers.
Rediscover Rakhi with Biba
Apparel brand Biba ran an online contest titled ‘RediscoverRakhiWithBiba’ where the brand asked the users numerous questions and they had to take part in the contest to win vouchers.