The campaign uses a core insight that protection does not mean restrictions. It nudges the audience to understand their sisters’ world & enable them to live life on their own terms.
Mumbai: HDFC Bank in association with Firstpost, India’s largest and premier digital newsroom, makes this Rakshabandhan an agent of social change with its #RakshaMatlabRokNahi campaign. The ad campaign shares a unique take on the cherished Rakshabandhan ritual. It signifies that the much loved and celebrated sibling festival is not only limited to protecting one’s sister but should also expand to protecting the dreams and aspirations of every woman.
Women’s emancipation is a continuous process of unlearning and rethinking the decisions we are traditionally used to making. To manifest our thoughts into action we just need that small but important nudge to make a difference. This was the key insight which leads to the concept.
In the touching video created by Firstpost Studio, a brother informs his sister that his wife won’t be taking up an excellent career opportunity as it involves travel and wouldn’t be safe. To which the sister patiently explains that protection does not mean setting limits. The stirring message hits the audience when she asks her brother for her Rakhi gift – to protect not only his sister but the dreams and aspirations of every woman he meets.
Speaking about the new video, Ravi Santhanam, CMO, HDFC Bank said, “We have noticed women get more financially independent than they were and make decisions about their own money. That being said, there still exist social norms which keep some women from being decision makers. We wanted to address this in our video. The #RakshaMatlabRokNahi campaign creatively reinforces HDFC Bank’s core messaging encapsulated in our tag-line – ‘We Understand Your World.’ We are delighted to have found the right partners in Firstpost, who in turn delivered on our expectations for the campaign.”
Commenting on the heartfelt video, Azim Lalani, Business Head, English General News Cluster, Network18 Digital said, “We are glad to have associated with HDFC Bank to bring an offering that resonates with the audience and effectively drives the message of the brand. Our platform consistently strives to deliver progressive content that deeply connects with the audience, and the team has made a sincere effort to bring that forward with the #RakshaMatlabRokNahi campaign.”
Campaign credits: Firstpost and HDFC Bank: Raksha Bandhan #RakshaMatlabRokNahi
Creative Agency: Firstpost Studio
Brand: HDFC Bank