How brands have made the most of the spirit of Rakhi

We take a stock of some of the innovative campaigns that brands have come up with for this Raksha Bandhan

e4m by exchange4media Staff
Updated: Aug 14, 2019 3:53 PM


Raksha Bandhan

Brands have truly got busy in leveraging from the festival of Raksha Bandhan as sisters and brothers around the nation are set to celebrate the bond of siblinghood on Thursday.

From Ferrero Rocher to Shoppers Stop and Bluedart to Havmor Icecreams, everyone is leveraging from this occasion. The campaigns have put forward some revolutionary brand messages apart from the traditional message of sibling relationships. Let's see creative concepts that brands have put forth to garner more eyeballs this festive season.

#TheGoldenBandhan- Ferrero Rocher
To celebrate Rakhi, Ferrero Rocher has curated their latest campaign - ‘The Golden Bandhan’, bringing alive ‘the Golden Bandhan’ on digital, at point of sale. Consumers can also experience this in some select store activations.

Speaking about the campaign, Ferrero Rocher spokesperson said, “Ferrero Rocher has always symbolised with the spirit of gifting during festivals. Rakhi is a sought-after festival as it celebrates that special bond. This campaign will mark the beginning of the festive season for Ferrero Rocher.”

Rakhi Express - Blue Dart
Blue Dart, logistics service provider and part of Deutsche Post DHL Group (DPDHL), has announced the launch of its annual ‘Rakhi Express’ on the occasion of Raksha Bandhan. Keeping with tradition, Blue Dart will once again give sisters across India the opportunity to ship rakhis to their brothers within India and internationally with the promise of secure and timely delivery.

Speaking about the initiative, Ketan Kulkarni, CMO and Head, Business Development, Blue Dart said: “Blue Dart’s Rakhi Express has long been our most endearing offer for siblings. We want to give families that live apart the opportunity to experience Raksha Bandhan to the fullest by staying connected across the country and globe. In a world of instant messaging, a carefully packed rakhi and a personal note from a sister delivered with care holds a very special place. At Blue Dart, our goal is to help people who have moved away from their families in the pursuit of education or bigger opportunities a simple and quick way to stay connected.”

Celebrating sisterhood - Shoppers Stop
With Raksha Bandhan round the corner, Shoppers Stop through its latest campaign essays the true essence of the festival dedicated towards including our house help and caretakers into the family and celebrations.

Speaking on the campaign, Uma Talreja, Customer Care Associate, Chief of Marketing and Customer Officer said: “Traditions have taken on new meanings with the onslaught of social media. They have also become more inclusive and participative and are celebrated uniquely by individuals that find their own meanings in the tradition. Women lead celebrations in India, the campaign captures the spirit of women in different roles and includes the extended support system that helps women move ahead at home and an in their career.” 

#ProtectSeZyadaSupport - Bajaj Allianz Life
Raksha Bandhan is around the corner, and Bajaj Allianz Life has launched a digital video that redefines the core of this brother-sister relationship through the campaign #ProtectSeZyadaSupport. A brother is always taught to be the protector of his sister. However, this Raksha Bandhan, the company has shared a different take on #RakshaBandhan. Beyond Protection signifies enabling the sister to be independent so that she can get her #LifeGoalsDone. The campaign talks about offering support beyond protection to enable the sister to be independent so that she can pursue all her life goals. 

#SabKiSister - Max Bupa Health Insurance
Celebrating the festival that marks the strong bond between brothers and sisters, this Raksha Bandhan, Max Bupa Health Insurance has launched the #SabKiSister campaign. Through the campaign, Max Bupa aims to celebrate the contribution of unsung heroes of healthcare - the nurses.

Speaking about the campaign, Anika Agarwal, Director and Head - Marketing, Digital, and Direct Sales, Max Bupa Health Insurance, said: “At Max Bupa, we always put our customer’s health first and are deeply committed towards helping all our customers lead healthier and successful lives. The #SabKiSister campaign recognises the commitment of sisters in nursing the patients to good health, with selfless care, compassion, and empathy. The sisters are the first point of contact for our customers and they truly reflect the purpose and promise for which the brand stands for. This Raksha Bandhan, Max Bupa would like to extend our heartfelt gratitude towards all the sisters. Through the digital film, we have tried to depict the true essence and contribution of the sisters towards the physical and emotional well-being of patients.”

#HeadWaaliRakhi: Exide Life Insurance
As part of their Corporate Social Responsibility Campaign, Helmet Saves, the company has come out with a new campaign, #HeadWaaliRakhi to celebrate this festival that symbolises love and promise of protection between siblings.

The new film opens with a young man in his 20s hurrying home on his two-wheeler to make it in time for the Rakhi celebrations with his sister. But when he reaches home, there is something else that the young sister notices that worries her. Although his late arrival has her annoyed, she uses the occasion and showcases her care and promise of protection for her brother. Before tying a Rakhi, she straps a helmet onto his head calling it a ‘Head Waali Rakhi’. She reiterates this by telling him that only when he keeps himself safe, will he be able to keep her safe.

Mohit Goel, Director - Marketing and Digital, Exide Life Insurance, said, “As a part of our CSR initiative, Helmet Saves, this year we have kicked off the awareness drive with our latest film set around Raksha Bandhan. Through this video, and all its relatable characters, we want to not only celebrate the bond between siblings but also want to bring forth the true sense of ‘Raksha Bandhan’ – the promise of protection.”

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