Top Story

Home >> Advertising >> Article

Raksha Bandhan ads strike a balance between 'emotional' and 'progressive'

07-August-2017
Font Size   16
Raksha Bandhan ads strike a balance between 'emotional' and 'progressive'


Raksha Bandhan, the much-awaited festival which signifies the inimitable bond between brothers and sisters, is upon us. When brands come forward and encapsulate the unmatched emotions through beautiful ads, it definitely touches one’s emotional side. This year, brands melted hearts with everything from emotional to progressive storytelling through their Raksha Bandhan ads.


Reliance Jewels



Conceptualized by Kaleido Communications, Reliance Jewel’s TVC revolves around a heartwarming moment based on the festival. This film captures a unique bond between a girl who receives earrings as a gift on tying a Rakhi on her brother’s wrist. The usual emotion of a sister jumping with glee is not displayed; instead the girl is hesitant on receiving such a precious gift. The brother then moves to stand in front of a photograph on a wall. It is then that we come to know that the girl has lost her real brother on the battlefront and the ‘Rakhi brother’ is making up for the loss. The video, #ReshmaThakursMemorableMoment, with the tagline ‘10 saal. Unginnat pal. Har pal anmol’ takes an emotional route and wins hearts unequivocally.



Micromax



Taking a progressive approach, this TVC breaks stereotypes by mirroring changing times and how the bond between a brother and sister has evolved. This Raksha Bandhan, Micromax is celebrating this progressive sibling relationship in which ‘Raksha’ takes a new meaning; where just like her brother, the sister also protects, defends and supports her brother. While most have always thought of the festival of Raksha Bandhan as one wherein a stronger brotherly figure protects his sister, this TVC differs and makes a point.



Amazon



Conceptualised by Ogilvy & Mather, Bangalore and directed by Afshaan Sheikh of Good Morning Films, the film tells the story of a young man who just cannot fathom why his grandmother doesn’t mind getting the same gift for Rakhi, every year. The campaign #DeliverTheLove encourages people to slow down and enjoy the festival with their loved ones as they experience the magical moments of the festival. It also aims to remind people of the importance of the human connect.


Kwality Walls



The TVC shows how our siblings are also our best friends. That's why it is so hard for us to share them with others. The ad beautifully and realistically captures the brother-sister bond and makes you smile from ear to ear. The relatability quotient makes you like the ad and immediately think about your siblings.



GoAir


With a slightly more unique take on Raksha Bandhan,  GoAir epitomized the festival with its in-flight cabin crew tying rakhi  on the wrists of CRPF Jawans at Srinagar airport, to express love and respect for providing security to all those who fly in and out of Srinagar airport throughout the year.



Nickelodeon


India’s elite Border Security Force (BSF) at the international Wagha – Attari Border received a pleasant surprise from kids and their favourite toons, Dora and Shiva, from kid’s entertainment franchise, Nickelodeon. The force that spends the entire year away from their families protecting the nation’s 7000+ kilometres land border had kids along with the toons pay them a visit to celebrate the auspicious occasion of Raksha Bandhan in its true essence of “Surakshabandhan”.  The children along with the toons tied the symbolic rakhi on the soldiers’ wrists as a prelude to the iconic retreat ceremony, thus saluting their bravery.


Tags Raksha Bandhan campaigns Reliance TV Amazon

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

Shantanu Gangane says OTT platform Viu plans around 20+ originals and is all set to enter the Tamil market with a mix of syndicated and original content

right
left
OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI THIRD SEASON OF ‘INDIA’S TOP DIGITAL PLANNERS’ RECOGNIZES EXCELLENCE IN THE DIGITAL INDUSTRY WOMEN ECONOMIC FORUM 2018 SEES DISTINGUISHED GLOBAL PERSONALITIES IN ATTENDANCE PEPPER CREATIVE AWARDS 2018 RECOGNIZE THE BEST IN ADVERTISING IN SOUTH INDIA RADIO CITY’S POWER OF RADIO MEET HOSTS TOP ADVERTISING INDUSTRY LEADERS TOP INDUSTRY PERSONALITIES ATTEND ZOOM-MYNTRA EVENING TO CELEBRATE THEIR PARTNERSHIP LEADING MARKETERS, EXPERTS SHARE INSIGHTS ON DIGITAL TRANSFORMATION @ADOBE SYMPOSIUM IN MUMBAI NICKELODEON TRADE PARTY SEES MARKETING INDUSTRY LEADERS AND THEIR FAMILIES IN ATTENDANCE GOLDEN MIKES RADIO ADVERTISING AWARDS 2018 RECOGNIZE INDUSTRY’S MOST DESERVING ACHIEVERS AIMA MANAGING INDIA AWARDS HONOUR THE BEST IN THE INDUSTRY BW BUSINESSWORLD’S GREAT INDIA DEBATE BRINGS TOGETHER INTELLECTUALS ACROSS INDUSTRY SECTORS BW BUSINESSWORLD SMART CITIES CONCLAVE PATNA 2018 SEES EMINENT INDUSTRY LEADERS IN ATTENDANCE EMINENT JURY PICKS WINNERS OF GOLDEN MIKES RADIO ADVERTISING AWARDS MADDYS 2018 SEE TOP ADVERTISING AND MARKETING INDUSTRY LEADERS IN ATTENDANCE

Gaurav Dua, Executive Director, Relaxo Footwears talks to exchange4media about the brand's re-branding, marketing strategy, future plans and much more

The brand through its campaign is helping Indian professionals imbibe the new work-culture while making an effortless style statement at their workplace

In this campaign, the brand MRF tyres intends to communicate their proposition of 'comfort made more comfortable'