Raksha Bandhan is one of India’s most cherished festivals, celebrating the special bond between brothers and sisters. This occasion is rich with memories, and as it approaches, brands are eager to craft innovative campaigns with compelling stories and concepts.
Once again, it’s that time of year when brands showcase the unique bond between siblings during Raksha Bandhan. Indian advertisers are exploring fresh approaches to connect with the younger generation, highlighting the sibling relationship through innovative Rakhi campaigns that reflect modern sensibilities and mobility. Let’s see what brands did.
Cadbury
There is no Raksha Bandhan without Cadbury Celebrations emotional advertisements. Out of so many campaigns, the 2015 one touched millions of hearts. In the ad, a sister tells her brother that she doesn’t need his protection and then she explains her reason for tying rakhi every year is because he brings her favorite Cadbury. The last words of the ad are ironically uttered by the sister who mocks the claim that she cannot protect chocolate by refusing to share it with the boy. This ad still stands out as one of Cadbury’s brilliant and memorable Raksha Bandhan advertisements.
ParleG
This is a developing story and as part of five advertisement series on #YouAreMyParleG for Raksha Bandhan, Parle Products has released the second ad. The digital film, which is very content dense, did a magnificent job in portraying the dynamics of the sibling relationship- especially that of a brother and sister with the competitiveness and undertone of playfulness which is a characteristic of such a relationship.
Surf Excel: Daag Acche hai
Being a detergent brand, Surf Excel always provides content which is emotionally touching and based on real relationships. In particular, one of its most memorable campaigns was tied to the Raksha Bandhan festival of siblings. This commercial was able to capture the true nature of their relationship, portraying the innate, autonomous aspect of an older brother to look out for his younger sister.
Micromax
Progressive in its approach, this TVC breaks stereotypical tropes by reimagining the nature of brother-sister relationships. This Raksha Bandhan, Micromax portrayed a contemporary sibling relationship where the ‘Raksha’ is equally acquired by the brother as much as it is by the sister who stands by him in every possible way.
Honeywell
#HindustaniHainWon: Honeywell’s digital film by The Womb for Raksha Bandhan showcases a distinctive bond sans the clichéd protectionism, the brother who stands by his sister’s corporate dreams. This concept gives the brother-sister relationship a new and contemporary look while at the same time retaining the cultural flavor of the festival.
Tanishq
The popular jewelry brand Tanishq in India has recently released a new digital film for Raksha Bandhan, a festival dedicated to the sister and her sister-in-law. The ad remarkably captures the essence of your familial bond #SistersByChoice. It showcases the ‘Lumba Rakhi’ bond, meaning that both the brother as well as the sister-in-law have the same responsibility and role of protection of the sisters.
Myntra
In celebration of Raksha Bandhan, Myntra unveiled an engaging ‘House of Pataudi’ video series with actors Saif Ali Khan and Soha Ali Khan. Being the clothes brand offering contemporary ethnic apparels, House of Pataudi is a venture between Myntra, Saif Ali Khan, and Exceed Entertainment. The commercial that Myntra released for Raksha Bandhan is endearing, but this one is special. The concept of the campaign focuses on using fashionable gifts to show love.
Siblings are a special gift that should not be forgotten on this day, so send your brother or sister a heartfelt message of thank you and love. Most of the people don’t express their love to their siblings often and this Raksha Bandhan, take a point to tell them how important they are to you. Despite the distance, you can be together almost only through the Internet, exchange gifts, and express your love through Facetime and social networks. This year, the best way to ensure your brother/spouse feels appreciated is to give Rakhi along with chocolates and gifts at their doorstep. The web shops provide a vast assortment of Rakhi gifts, and the facility to send Rakhi through online mode is quite convenient. Joyous celebrationw and once again Happy Raksha Bandhan to all.
Source – Floweraura.com
