Nykaa’s #MyRakshaSquad higlights multiple roles played by siblings

The video has got around 1,10,735 views in less than 24 hours

by exchange4media Staff
Published - Aug 14, 2019 5:44 PM Updated: Aug 14, 2019 6:01 PM
Nykaa

Nykaa has put together the #MyRakshaSquad video that showcases the multiple roles played by siblings as they grow up. As much as siblings fight and quarrel, when it comes to the tough decisions in life, they’re the first ones to come to the rescue.

The video showcases how siblings tease, hate, love and raise each other through the years and play such important roles in each other’s lives. The video highlights how they even act like proxy parents and children with each other.

Heartfelt moments like the younger sister tying a rakhi to her elder sister and the older brother playing the father’s role make the video so real and relatable to many. The brand has asked viewers to share their most memorable stories about their siblings and some of them are very interesting. The bittersweet equations in this video are what have made the Nykaa audience nostalgic as they share their favourite and most memorable sibling stories with us.

The video has garnered around 1,10,735 views in less than 24 hours. The average view duration has been around 46 per cent so far with a watch time of 3,66,000.

"With this Raksha Bandhan campaign, we aim to bring alive the relationship between the middle management's (sibling’s) efforts to please the CXOs (parents) of the household. This video is a special one as it has brought in a pool of amazing unfeigned stories from our viewers and hence have successfully struck the right chord," says Hitesh Malhotra, Chief Marketing Officer, Nykaa.

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