Mumbai : Every year on Raksha Bandhan sisters tie their brothers a rakhi and brothers in turn promise to always protect their sisters. But how often do brothers ask themselves whether they truly are fit enough to protect their sisters? This Raksha Bandhan, we asked brothers to prove just this. We set up a store called the Fitness Bandhan store and invited brothers to earn a fitness related rakhi gift for their sisters. Those who wished to do so, were taken through the store to a fitness challenge course set up by us. Through this idea, we wanted to show people the importance of being fit and what it means to truly #DoTheDifficult.
Talha Bin Mohsin& Mahesh Parab, Group Creative Directors – Ogilvy Mumbai: Making promises is always easy, what’s difficult is to keep them. So a few days before Raksha Bandhan this year, we decided to take the opportunity to ask brothers to Do The Difficult and show their sisters that they really are fit enough to protect them.
Links to the Film:
This #RakshaBandhan, don’t just promise to protect your sister. #DoTheDifficult and take a pledge to get fit to protect her. Know more: http://bit.ly/2Px6xBn
Posted by ICICI Lombard on Saturday, August 25, 2018
Agency: Ogilvy Mumbai
Client: ICICI Lombard
Vice Chairman & Group CCO: SonalDabral
CCOs Ogilvy West: Kainaz Karmakar, Harshad Rajadhyaksha
Group Creative Director(s): Talha Bin Mohsin, Mahesh Parab
Creative Team: Ajit Kumar Sahoo, ShahvanKaikobad, Harshal Walawalkar, Hari Rawat, Arnab Choudhury
Account Management Team: Harsh Bhatt, Amritesh Bakshi, Umang Khandelwal
Account Planning: Karthik Narayan
Agency producer: Vikas Malhotra
Production House: Box Office
Producer: Rajesh Bhanushali