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Raksha Bandhan is a festival of celebrating the beautiful bond a brother and sister share. They are our best friends, partners in crime, and our biggest confidantes. As a traditional method, on this day, the sister ties a Rakhi on her brother’s hand; the latter, then promises to protect her throughout his life and gifts her with beautiful presents. Seeing an opportunity to place their products, brands have released Raksha Bandhan campaigns every year.
However, this year we see brands trying to break the stereotypes through their narratives by urging viewers to think that this festival is about tying a rakhi on someone who gives them protection- they can be your sister, friend, colleague or watchman. So why restrict the beauty of Raksha Bandhan to only brothers? It is quite a fresh approach that brands have taken; instead of pushing their respective products and jostling with each other, they are trying to redefine the festival’s flavour.
Like every year, brands have mainly used the digital platform to release their Rakhi-centric communications. Zetta Computech looks at the top six Raksha Bandhan campaign ideas.
Amazon
Amazon India has extended their #DeliverTheLove campaign, which was released last year. This year is the story of an older woman preparing to meet her brother, who will come to her place for Raksha Bandhan. Her grandson fails to understand why her brother always gets Jamun for her when there is Amazon, and he can order anything from the site. She makes him realize the importance of meeting your sibling in person on special days like these through a sweet story. ‘Deliver The Love’ series of ads by Amazon attempts to communicate that while they can deliver anything a user wants, nothing is more precious and memorable than meeting your sibling on Raksha Bandhan in person.
Micromax
The 2-minute film titled ‘Thank Your Sister’ by Micromax has been released on account of Raksha Bandhan narrates how a sister sacrifices so much for her brother without complaining and is always one of the strongest pillars in his life. The brand, therefore, urges the viewers to thank their Saviour, this Rakhi, to call and text their sister on this special day. The film has garnered around 1.5 lakh views on the brand’s YouTube channel.
Big Bazaar
Big Bazaar urges people to celebrate Raksha Bandhan with everyone who looks out for us in their little way. The brand explains this thought through a story about a watchman at a shopping mall helping a shopper. In just 26 seconds, the narrative manages to touch hearts.
Cadbury
Cadbury Celebrations, the country’s much-loved chocolate gifting brand, recently announced the launch of a special campaign for Raksha Bandhan – #MyFirstRakhi. To celebrate Rakhi, you need to feel the touch of its threads; hence, they provided a solution to give them a sense of touch. With the focus on spreading happiness and banking on the proposition of ‘Kuch Achha Ho Jaaye, Kuch Meetha Ho Jaaye’, the campaign promises a new start for children who have missed experiencing the joy of celebrating this festival in its truest sense.”
Nykaa
Nykaa, India’s leading e-commerce market place for beauty and cosmetic products has recently released a digital video titled #Bondedbylove on the occasion of Raksha Bandhan. The 3-minute long film uploaded on the brand’s page highlights the message that this festival is about celebrating, everyone who protects us, be it our brothers, sisters, friends or colleagues.
The story is about a sister narrating how her sibling has been her support system all throughout her life, be it protecting her from bullies in school to giving her emotional backing when she needed it the most. In the end, it is revealed to the viewers, that she was talking about her sister, who will be home any moment for Raksha Bandhan.
Waiwai noodles
Raksha kya sirf bhai hi kar sakta hai? Chodo Kal ki bate… Wai Wai #NayiSochNayaSwad.
Wai Wai India’s post revolves around the idea that a sister can be the protector, and here she protects her own brother and many people. This video pays tribute to all the female warriors who protect us by risking their lives.
These brands prepared some innovative Raksha Bandhan postings to shake up the usual genres of postings. If you loved this list give us a shout out at sales@zettacomputech.com
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