In this Raksha Bandhan Campaign face-off, experts decipher the impact of three campaigns led by BFSI brands, all with a distinct tone.
The festival of Rakhi was celebrated in India amidst much fervor on August 15. While the sacred thread remains a constant the definition of the festival seems to have gone beyond ‘Raksha’ to ‘Bandhan’. It is more a celebration of bonds that we as siblings cherish for life.
Like every year, the ad world splashed the vibrant messages on the creative canvas celebrating the occasion while a few BFSI brands went a step further to deliver a distinct messaging. Bajaj Allianz Life Insurance’s #ProtectSeZyadaSupport, Aegon Life Insurance’s ‘Bro’, and Exide Life Insurance’s #HeadWaliRakhi caught our attention this Raksha Bandhan.
Bajaj Allianz Life Insurance’s #ProtectSeZyadaSupport
A survey commissioned by Bajaj Allianz Life – India’s Life Goal Preparedness survey revealr=ed 1 in 3 Women in India have Travel as their LifeGoals.
Based on such insights, the company launched a digital video that redefines the core of the brother-sister relationship through #ProtectSeZyadaSupport. A brother is always taught to be his sister’s protector, however, this Raksha Bandhan, Bajaj Allianz shared a different take. Going beyond Protection, it signifies enabling the sister to be independent so that she can get her #LifeGoalsDone.
Aegon Life Insurance’s #BroCode
‘Embracing bonds beyond traditions’
The four and a half minute long film transpires a conversation between an unconventional pair of siblings sharing a true connection of emotions, love, care, and protection. This Rakhi, Aegon Life conveyed a message about acceptance and celebrated the #BondOfProtection.
The company claims to have been a strong advocate of removing tension around families’ lives and protecting them through their lifetime. In line with the vision, the video primarily aimed to showcase the importance of having a conversation with your loved ones about topics that remain unspoken.
Exide Life Insurance’s #HeadWaliRakhi
‘Celebrate the promise of protection’
This festive season, Exide Life Insurance interpreted the conventional idea of Raksha Bandhan albeit a twist! As a part of their Corporate Social Responsibility Campaign – Helmet Saves, the company rolled out #HeadWaaliRakhi to celebrate the festival that symbolises love and promise of protection between siblings.
The thought process goes – siblings, no matter how much they enjoy troubling each other, are also always protective of, and look out for each other. Exide Life Insurance has captured this emotion while also ensuring that their message of safety, i.e. of wearing a helmet while riding a two-wheeler, is captured seamlessly.
Social Media Buzz
While Bajaj Allianz Life’s #ProtectSeJyadaSupprt was viewed 2 lakh times on YouTube, Exide Life Insurance’s #HeadWaliRakhi raked in 7 lakh eyeballs and Aegon’s #BroCode stood at 5k at the time of filing this report.
Although no major activity was witnessed on social media by the brands other than cross-posting the campaigns on Instagram, Facebook, Youtube, and Twitter, we spotted some notable names sharing their views on a few.
While the BFSI majors have pulled off some of the interesting insights, we ask industry experts about who managed to re-define the occasion aptly and struck the right chord.
Shrenik Gandhi, Chief Executive Officer, and Co-Founder, White Rivers Media
While all three ads have an interesting, nonstandard way of looking at Raksha Bandhan, I could connect the most with Bajaj Allianz.
Raksha Bandhan is a happy festival, I would love to sell with happiness and storytelling and not fear or sadness. All three ads are unique and shall have their own niche, but the Bajaj Allianz one has the maximum potential to be shared amongst male & female audience across Sec A & B. It clearly has a longer shelf life than the other two. I loved the story-telling piece in the same.
Ajeet Shukla, Executive Creative Director, Enormous Brands
My favourite out of the three is the Bajaj Allianz ad. As a thought, #ProtectSeZyadaSupport is really strong and has the potential to go beyond just the Raksha Bandhan theme. It strives to make an emotional connection with the TG. Siblings are like that. However, the casting of the parents could have been better.
I liked #brocode too. As a concept, it connects with the youth. It looks real. The only thing which could have been avoided was, using ‘bro’ 8 times.
I started watching a Raksha Bandhan ad. And a blink made me realize that I am watching a road safety ad by Ministry of Road Transport. But, in the end, when I read the supers, it was a Raksha Bandhan ad only. The surprise quotient is very high in this one. I would rather call it #helmetwalirakhi