Motorola celebrates #SuperSisters with a digital campaign

Created by Enormous Brands the ad campaign breaks stereotypical Rakshabandhan promises

e4m by exchange4media Staff
Updated: Sep 1, 2018 4:00 PM

Motorola’s digital campaign #SuperSisters brings to life the emotional bond between brother and sister. Created by Enormous Brands the video campaign represents the brother-sister relationship in a refreshing manner and focused on the fact that a sister’s protection is just as powerful as that of a brother’s.

Breaking away from the stereotype of “brother protects sister”, the campaign empowers all those super sisters who have stood up against this stereotype and have always been a strength for their brothers, which has been depicted through a 45 seconds short film.

The campaign film introduced a unique twist to the usual Raksha Bandhan story, where a brother is expected to gift his sister something with a promise of always protecting her. However, this time the sister gifts him a brand-new Motorola phone, leaving him puzzled. Clearing out his confusion, the sister tells him that she has gifted him a phone so that he can call her if anyone troubles him in the hostel which takes him to the memory lane where his super sister has always looked out for him and protected him like a shield.

Harsh Maheshwari, Senior Creative Director, Enormous Brands LLP said, “Whoever has had the good fortune of growing up with a sister knows how sisters are. Loving, caring, a little annoying but always looking out for you. They have probably protected you from a lot of things. Like from getting bullied in school, from dad’s scolding, from wearing that ugly pair of jeans you thought were cool. We just wanted to write a little thank you note to all those super sisters from Motorola. And what better day to do that than Rakhshabandhan, right?”

Rachna Lather, Marketing Head, Motorola Mobility added, “The #SuperSisters campaign aptly expresses the resilient spirit of sisters and highlights the essence of Rakshabandhan in the true sense. We wanted to celebrate all those strong women out there who have always stood by, supported and protected their brothers despite of the ‘brother protects sister’ stereotype, just like a super sister. With this film, we aimed to strike an emotional chord with our consumers and I am confident that the youth of India would have found resonance with the film.”

The film was released across social media and video platforms garnering a reach of over 6mn views. 

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