Raksha Bandhan is a festival of love, understanding, protection, support, companionship between siblings cherished forever. Though they part ways in their own journeys, this day brings them closer.
Here are some brands celebrating the unique bond with their thoughtful campaigns.
Brands featured are Manyavar, Cadbury, FlowerAura, Ferns N Petals, Melorra, Happilo, Archies, Gulf Oil Lubricants, Asian Paints, Godrej L’Affaire.
Manyavar
Manyavar celebrates the special occasion of Raksha Bandhan with their heart-warming #RakhiKaBroCode campaign. The much-cherished occasion between siblings is a promise of love that never fades away. This year, dress up in a cool and colourful celebratory kurta from Manyavar and make this Raksha Bandhan deeply special by surprising your sister with being festive-ready in Indian wear!
The two films depict the daily banter and instances between brother and sister duos, which is full of love. The sisters are frowning at their brothers for not being ready in Indian wear to celebrate the occasion. The brothers then get ready by donning a Manyavar kurta to celebrate the festivity of Rakhi.
Cadbury
Cadbury Celebrations announced the launch of a heart-warming campaign for this year’s Raksha Bandhan – #ConnectedRakhi. To usher siblings to make good on the promise of spending the festival together, the brand has introduced Bluetooth enabled #ConnectedRakhi; an innovation that taps into the user’s emotion and blends it perfectly with the brand’s tech-first endeavor.
Scan the QR code available on the packaging of the #ConnectedRakhi to download the app which requires a basic sign up. This will be followed by sisters uploading a voice clip of their brother’s promise. The sister then ties the connected Rakhi on the brother’s arm paired with her phone. If the brother moves away from her or tries to leave, her phone plays the brother’s audio recording where he promised to spend the day with her, in loop, until he comes back to her.
FlowerAura
FlowerAura launched the campaign as a gratitude for the unsung heroes who make our everyday lives so much easier and safe. The idea was to go beyond the traditional approach of “Raksha Bandhan” and celebrate some unique bonds, our brothers by choice that make our life so special.
This Ad is beautifully crafted with a hidden idea to not just restrict the celebration of rakhi to our nearest relative and to commemorate the special relationship we have with the brothers and sisters of our choice.
Ferns N Petals
Gifting giant Ferns N Petals (FNP), rolls out a new brand film on the occasion of Raksha Bandhan featuring actor Adah Sharma.
Inspired by tales of beautiful bonds that are forged in everyday life that goes beyond families,friends and acquaintances, the wholesome ad captures an unspoken treaty of protection, asilent promise that exists between Adah who is a working woman and her auto bhaiyya who ensures she reaches home safely every night after the office hours. To celebrate such cherished bonds that amplifies goodness of human hearts FNP presents SnehRakhi a thread of love which is carefully crafted to depict the intricacies of such relationships that transcend family ties.
Melorra
Melorra, one of fastest growing D2C brands, has unveiled its Raksha Bandhan campaign #CloserWithMelorra, highlighting the timeless and constant bond shared by a brother and sister.On this day, Melorra is making sure that distance does not diminish the joy of celebration and gifting on Raksha Bandhan.
From school days to adulthood and even after going their separate ways, the love between siblings stays intact. To celebrate their love, Melorra is bringing over 17,000 gifting lightweight and fashionable gold jewellery options that can be delivered anywhere in India or abroad.
Happilo
Happilo, the premium healthy snacking brand, launched its social media campaign emphasizing the festive fervor of Raksha Bandhan, #KuchGiftBhiDeDeBhai. The campaign focuses on highlighting the mischievous bond shared between siblings and the tradition of tying rakhi to brothers and getting gifts in return.
Happilo has taken an interesting and quirky play on this mischievous bond through Bollywood. The brand has roped in popular social media influencers such as Danny Pandit, Harshita Gupta, and Aatman Desai. The influencers have created humorous content impersonating popular bollywood characters denying gifts to their sisters.
Archies
This year to make Raksha Bandhan celebrations more unique, Archies, the leaders in the social expression industry, celebrate Raksha Bandhan by introducing ‘Rishte Kare Mazboot’, a digital campaign across their social media platforms. The campaign expresses the special bond between siblings no matter what at any cost stands by each other.
The campaign talks about the sister gifting a card to the brother explaining it to be a testimony of how her brother stood for her at the time she needed him the most. It is a classic example of how Indian households function and parents still feel sceptical about making the daughters leave at night whilst the same rule doesn’t apply to the brothers and sons, but the fact that having a sibling to always cover up and bridge the gap makes the experience of life and a family wholesome.
Gulf Oil Lubricants
Gulf Oil Lubricants celebrates this Raksha Bandhan by offering a healthcare program to the trucker community as a part of ‘Gulf Superfleet Suraksha Bandhan’ campaign. Aimed at extending care and protection to the trucking community, the essential delivery operators, the unsung heroes of pandemic, Gulf Oil plans to reach out to over 10000 + truckers on ground across 12 cities on the eve of the festival of Raksha Bandhan, thus creating awareness on the importance of healthcare and wellbeing.
Creating awareness on the conversation, it released a brand film titled, ‘Vachan Surakshaka’. This film illustrates an emotional tie between a brother and a sister, and how the two have protected and cared for each other through the crucial life events. As a gift of Raksha Bandhan, the younger sister encourages the brother to sign up for Gulf Oil’s Suraksha Bandhan healthcare program, which will take care of her brother’s health post her wedding.
Asian Paints: RakshaBandhan.
Godrej L’Affaire
On the occasion of Raksha Bandhan, Godrej Industries Limited, through its brand-agnostic lifestyle platform, Godrej L’Affaire, has launched a digital film which encourages people to look at every relationship with love and respect. The film aims to foster love, dignity and care with everyone just like the brother-sister bond which is celebrated on the auspicious day of Raksha Bandhan.
The sacred thread of Rakhi which symbolises protection and care, can be extended to all relationships which, in turn, will help make this world a more peaceful and beautiful place. #RespectAllBandhans is a subtle nudge to people to treat and love everyone in this world equally and not limit it to just the brother-sister relationship.
The video features influencers Simone Khambatta, Salil Acharya and Shashank Sanghvi who beautifully convey the powerful message of spreading love and respect for everyone, everyday.
