Bikanervala Foods’ Binako brand has launched a campaign for Raksha Bandhan promoting the cause of adoption. It does so through a campaign film themed #PyarkaMeethaBandhan.
The film features a man and his sister celebrating Raksha Bandhan as his young son looks on. The child sees his aunt tying a rakhi on his father’s hand and longs for one on his wrist. His mother walks in with a girl younger than her son. She is introduced to him as his little sister from that moment on. The chemistry between the kids comes alive and the onlooking adults get emotional. The brand goes on to say that there are 2 crore orphans in the country and adoption numbers have dropped from 2019-20 to 2021-22. It urges support for adoption through a missed call with the promise of donating an equal amount (to the number of calls received, one assumes) to an orphanage.
On ground, Bikano celebrated with the children of ‘Sweet Home’ orphanage in Najafgarh. The children were treated to a day of festivities, exchange of gifts and sweets, and also tying of rakhi threads symbolising a newfound bond of care and protection.
Manish Aggarwal, Director, Bikano, Bikanervala Foods, said, “Raksha Bandhan is a festival that beautifully encapsulates the essence of love, companionship, and protection. As part of our ongoing #PyarkaMeethaBandhan campaign, we believe in extending this celebration to every corner of society, especially to those who may yearn for the warmth of sibling love. Our visit to ‘Sweet Home’ was an enriching experience, and we are humbled to have shared the joy of Raksha Bandhan with these wonderful children.”
Kush Aggarwal, Head of Marketing, Bikano, added, “Love transcends blood relations, and the essence of Raksha Bandhan is universal. With our campaign, we want to inspire not only the spirit of festivity but also highlight the potential of adoption as a means to create unbreakable bonds. Every child deserves love, care, and the joy of sibling companionship.”
The #PyarkaMeethaBandhan campaign was launched last year.
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