Rakhi is not simply a strand of thread but a string of love and sentiments on the brother's hand. This thread is symbolic of the sisters' love and care for her brother. As Indians are electrified and eager with the fact that Raksha Bandhan is around the corner, here is how brands took the help of this festival to generate a buzz in the market.
1, Amazon India- #DeliverTheLove
Amazon India’s campaign #DeliverTheLove has exquisitely conceptualized by the Ogilvy Bangalore and directed by Afshan of Good Morning Films. The video shows the emotion of a younger brother who is trying to tie rakhi on his hand as he is moving to a hostel and won't be able to celebrate the festival with his sister. While Amazon India is a favored destination for many to send rakhis and gifts to celebrate Raksha Bandhan, this festive season, the brand steps in to recall people of the importance of being there for your loved ones. The simple message behind their campaign is, “While we can deliver the gifts, you need to deliver the love.”
India's preferred fashion destination, Trends, has released a campaign depicting the sweet-sour relation of siblings. The video underlines the stupid fights of siblings and urges the viewers to share their favorite fight with their sibling on social media. The most loved fight will be given free vouchers for their Rakhi shopping.
Shoppers Stop- Celebrate Sisterhood With Shoppers Stop
Shoppers Stop, India’s premier retailer, created digital campaign upon the true idea of an extended family bond. The video shows how the true meaning of the festival is to include our house helpers and caretakers into our family and celebrations, as they protect us in so many ways. The campaign ends with the message to spread love and bring a smile to someone else, by giving them your gently used clothes. The pre-used clothes received will be contributed to NGO goonj for its work with village communities
4.MaxBupa Health Insurance- #SabKiSister
The digital campaign of Indian assurance firm, Max Bupa is recognition of the unsung heroes of healthcare — the nurses, who look after the patients in the time of need. The campaign focuses on celebrating the invaluable contribution of the nurses, fondly called as ‘sisters’, who work relentlessly every day to ensure the proper delivery of treatment and care and enable millions of patients to regain good health. The video shows the lead, who is an old man, surrounded by a loving family going back to the hospital on Raksha Bandhan to thank a nurse who looked after him like his sister during his hospitalization
5.Gits Food: #ThankYouBhaiya
As this year, Raksha Bandhan and Independence Day are going to be celebrated on the same day, Gits Food saw it as a perfect opportunity to combine and uniquely rejoice two different celebrations. Gits launched #ThankYouBhaiya to acknowledge the efforts of the Indian soldiers. The video captures the happiness of children from VDIS School for the mentally challenged as they use tri-colors to transform a simple thread into a rakhi. It unfolds a spectrum of sentiments as individuals from the Army, Navy and the Air Force receive these rakhis' with heartfelt letters and sweet treats by Gits.