Brand activity remains subdued during Raksha Bandhan this year

Advertisers decided to skip the tried-and-tested topical advertising formula in their campaigns for Raksha Bandhan this year. exchange4media takes a look at what brands such as

e4m by Ankur Singh
Updated: Aug 12, 2014 9:16 AM
Brand activity remains subdued during Raksha Bandhan this year

Over the years, brands have been quick to leverage festive occasions by rolling out marketing campaigns, mostly by adding topical elements. Consumers feel a special connect to these campaigns.

Raksha Bandhan, which has seen some aggressive marketing and TV ad campaigns by brands such as Cadbury, Archies, Idea, and Fevicol in the last few years, was a lot subdued affair this year as far as brand activity on television is concerned.

Cadbury – A little less meetha this year

Cadbury has been a stellar example of topical advertising in India. The brand has made festive celebrations the central theme of all its advertising and promotional campaigns. That is precisely where Cadbury’s Raksha Bandhan campaign takes off from each year.

Some memorable Cadbury Raksha Bandhan ads in the past…

Last year saw Cadbury unveil a Raksha Bandhan Facebook app that was aimed at melting distances by letting brothers and sisters tell each other how special they are by using the app to send a special wish anywhere in India. The Cadbury Celebrations Facebook wall was a celebration in itself.

This year, too, the chocolate brand invited brothers to share ‘Meethi Memories’ with their sisters for a chance to win a special customised illustration for her Rakhi gift. Cadbury Celebrations chose its Facebook as well as Twitter pages to spread the word. The app provides a box where one can add the sweet memories with their sister, in addition to displaying the customised illustrations and the tweets that have been shared on #MeethiMemories.

However, this year’s Raksha Bandhan festival did not see anything new from Cadbury’s kitty.

Idea doesn’t catch on this year
Last year, Idea had rolled out its festival campaign for Raksha Bandhan, which leveraged the idea of protection. Set in Delhi, the advertisement was a take on the relationship between women and cops. The campaign was a move to restore confidence amongst women that cops are not indifferent to their problems.

Watch the ad here…

This year, there has been nothing more than a courtesy post on its Facebook page from Idea.

Fevicol – The bonding wears thin
Moving beyond its humour-based campaigns, Fevicol took the animation route in it advertising last year and brought its elephants to life. The animated elephants maintained the wit and humour quotient in typical Fevicol fashion. The TVCs reinforced the promise of a strong bond of togetherness on the festive occasion of Raksha Bandhan.

Watch the ad here…

That, however, has been the only venture by Fevicol to capitalise on the festival. There has been no other marketing activity by the brand around Raksha Bandhan – not even on digital.

Archies – The party moves to social media
Archies has always been quick to capitalise on all the festive occasions, often creating reasons to celebrate hitherto lesser known occasions – be it Valentine’s Day, Father’s Day, Mother’s Day or even Rose Day.

Though Archies usually stays away from television media, the brand unveiled its maiden TV ad in 2007, which was well received.

Watch the ad here…

But in recent times, the brand has stuck to OOH and print advertising. Of late, Archies has been more active on social media, with its Facebook fan page garnering many followers. This Raksha Bandhan saw an active Facebook page party with numerous posters, e-cards and festive banners.

With most marketers concentrating on discounts and end-of-season sales, advertising activity has remained subdued during Raksha Bandhan this year.

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