ICICI Lombard and Ogilvy Mumbai urge brothers to #DoTheDifficult this Raksha Bandhan

ICICI Lombard asked brothers if they are truly fit protect their sisters by taking them through a fitness challenge

e4m by exchange4media Staff
Updated: Aug 27, 2018 4:33 PM

Every year on Raksha Bandhan sisters tie and 'rakhi' on their brothers' wrist and brothers in turn promise to always protect their sisters. But how often do brothers ask themselves whether they truly are fit enough to protect their sisters? This Raksha Bandhan, ICICI Lombard asked brothers to prove just this.

The insurance company set up the Fitness Bandhan store and invited brothers to earn a fitness related rakhi gift for their sisters. Those who wished to do so were taken through the store to a fitness challenge course set up by us. Conceptualised by Ogilvy Mumbai, the campaign highlighted the importance of being fit and what it means to truly #DoTheDifficult.

Speaking on the campaign, Talha Bin Mohsin and Mahesh Parab, Group Creative Directors - Ogilvy Mumbai said, "Making promises is always easy, what’s difficult is to keep them. So a few days before Raksha Bandhan this year, we decided to take the opportunity to ask brothers to Do The Difficult and show their sisters that they really are fit enough to protect them".

See the campaign video here:

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