Postpickle's new Rakshabandhan campaign tells brothers not to use swear word 'B----C--D'

The video, conceptualised by Ogilvy & Mather, urges brothers to give up the expletive as a gift to their sisters

e4m by Sarmistha Neogy
Updated: Aug 26, 2015 7:48 AM
Postpickle's new Rakshabandhan campaign tells brothers not to use swear word 'B----C--D'

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, 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 starts with a young girl having a video chat with her brother and thanks the latter for all the small things he has done for him. From toys to expensive gifts, he has given her everything and she still preserves them. However, this Raksha Bandhan she wants something different from him, as a gift, he wants him to stop using the cuss word because it simply means abusing someone else’s sister.

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Commenting on the campaign, Harshad Rajadhyakasha, Executive Creative Director, O&M Advertising Mumbai said, “The idea was to get men to think twice before dragging sisters into their fights. The word is used so commonly that people don’t even give a second thought to its meaning. We want people to give that second thought. It would truly be a difficult but worthy gift for a sister”

Kainaz Karmakar, Executive Creative Director, O&M Advertising Mumbai, said, “The campaign launched on Friday and we have been overwhelmed by the response. We expected women to react warmly to the film but all the positive responses from the men have surprised us, in a good way of course. Hopefully these will translate into enough pledges.”

Adding to this, Abhik Santara, Senior Vice President, O&M Advertising highlighted that, “We have almost started to use the word as filler - the gravity of it is seldom realised. To make matters worse, it cuts across geographies and SEC's, albeit with its own regional twang. I am sure this eye opener will make people hesitate before using this word!”

The video has gone viral and it has got more than 75,270 views on the company’s YouTube channel.  People are talking about it and the video is getting spread on the social media channels. On Tuesday, Postpickle released a new video on the company’s Facebook page which has views from girls and what they had to say after watching the video. #forasister is being used to spread awareness on the issue.

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On Twitter, Postpickle also announced a contest, and asked people to retweet, send them a picture with an incident or anecdote and they will spread the message. 



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