'Raksha' takes on a whole new meaning in Daawat Basmati Rice's Raksha Bandhan ad
The film reimagines what it means to 'protect one's sister' in today with social distancing
Raksha Bandhan, a festival that celebrates the bond between a brother and sister and how even after all the ginormous fights, they still stick their neck out for each other. But in the last few months, all of us have been impacted by COVID19 in one or the other way. Be it out of fear or care, everyone has been taking precautions about social distancing. As a result, relationships have evolved and bonds have become stronger. While we have come closer to our loved ones as we haven't met many of them since long and who would understand it better than Daawat, which celebrates relationships in their truest sense!
This Raksha Bandhan, all the brothers would be eagerly looking forward to seeing their sisters who stay away and sisters would be even more anxious to tie rakhis. However, in the current situation, the true meaning of Raksha Bandhan is very different. This year, distance is the best protection one can provide to their siblings.
With this thought, Daawat celebrates the unbreakable bond of siblings through the video, themed around 'Khud ki raksha karke apno ki raksha karein'.
Speaking about the campaign, Ritesh Arora, India & Far East Business Head,
LT Foods, said, ‘Through this campaign we want to indicate the true and different meaning of Raksha Bandhan. Also, keeping in mind the current situation, precautions and safety plays a crucial role and that’s how we came up with ‘Khud ki raksha karke apno ki raksha karein', as in the end the bond of love and relationships matter the most’.
Although the ways have changed, yet the purity of celebration remains the same. Daawat Basmati Rice wishes you a Happy Raksha Bandhan, where distances will make the relationships grow stronger and safer.
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