Amazon, Videocon, Postpickle, MakeMyTrip, release innovative Rakshabandhan campaigns

From gift cards, TVC to digital videos, brands create communication to highlight the uniqueness of the brother-sister bond

e4m by Sarmistha Neogy
Published: Aug 28, 2015 9:19 AM  | 4 min read
Amazon, Videocon, Postpickle, MakeMyTrip, release innovative Rakshabandhan campaigns

On the occasion of Raksha Bandhan which falls on Saturday, August 29, some of the big brands like Mondelez, Amazon, Camlin, Videocon, Ferrero Rocher and few courier companies have come out with interesting campaigns highlighting the brother-sister bond. Some of these brand campaigns have been released on TV, while some are going strong on the digital medium. Few of these videos because of their different concept and hashtags have picked up well and are going viral on social media. We take a look at some of the campaigns.


The first brand to release any form of communication around Raksha Bandhan this year was Cadbury Celebrations, the brand which is known to release festival timed advertisements that are emotional and celebratory. The TV campaign done by Contract Advertising worked on the insight that brothers and sisters express their love and hatred for each other through bickering and good natured banter. The fun and joy of the small entertaining squabbles or nok-jhok makes the sibling relationship strong and unique.

Click here to view the ad:


The e-commerce brand has come out with a 1:33 minute digital video titled #YourFirstFriend to talk about their product Gift cards. In two days, the video has clocked more than 1.8 views on the brand’s YouTube channel. It highlights the sweet brother-sister bonding through a series of mobile chats exchanged between the two and with the brother in the end gifting her sister with a gift card for Raksha Bandhan.

Click here to view the ad:


Videocon has come out with a 1 minute long video titled #WishIHadaSister for Raksha Bandhan. In every scene there are two brothers from different age groups sitting with each other. They have their own problems, and how they wished they had a sister to tackle it easily. The brand wishes Happy Raksha Bandhan to all those who are lucky enough to have a sister. The campaign has been done by Delhi based agency The Mob.

Click here to view the ad:


On the occasion of Raksha Bandhan, when most brands go the emotional way in talking about the brother-sister love and in urging them to spend on flowers and gifts for the special day, Postpickle has taken a very unique approach. It has come out with a video, #ForASister conceptualised by Ogilvy & Mather urging brothers to give up the use of the cuss word ‘B****C**D’ as the ultimate Rakhi gift. The video which has got more than 1 lakh views has gone viral with people widely sharing the video from their social media accounts.

Click here to view the ad:


Camlin has done an interesting marketing innovation for Raksha Bandhan. Android users need to download the Camlin Experience app or try the Rakhi Maker feature via a micro-site. It allows users to create artistic digital rakhis and share them virtually. It has been done by Big I Tuna - a full service digital agency and sister concern of BC Web Wise.

Click here try out your virtual Rakhi:

Courier Delivery Brands:

Courier delivery brands like DTDC and Parcelled have also come out with communication centered on Raksha Bandhan. It speaks about the ease of sending Rakhi and special gifts for your loved ones. While Parcelled has come out with a video which talks about both the siblings located far from each other and how the courier service is helping them to connect with each other on this special day. DTDC on the other hand has maintained a very functional tone, urging the audience to download the Rakhi Express App through which they can send their brothers Rakhi.

Click here to watch the Parcelled ad here:

Click here to watch the DTDC ad:


For this special occasion, MakeMyTrip has launched customised Rakshabandhan gift cards. The brand claims that there is no better gift than a gift of beautiful memories. A dream holiday for your loved ones makes for a perfect gift. This year, gift them memories to cherish for a lifetime.

Ferrero Rocher:

As a part of the Ferrero Rocher Raksha Bandhan campaign, there is a contest which is running online, where fans are invited to share their ‘sibling’ stories with Ferrero Rocher. The on ground activation is also taking place in selected Modern Trade stores in Mumbai and Delhi from the 21st August to 28th August. Consumers will visit the store, buy Ferrero Rocher, share their siblings’ stories and win a golden ticket to get exclusive 96 pralines pyramid and other exciting prizes.

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