[Case Study] #ChalUdteHai – A warm Raksha Bandhan tale that ruled social media

Brand

Castrol Activ Scooter

Agency

Culture Machine

Dedicating one day to the first frenemy you’ve ever made, RakshaBandhan celebrated the special love-hate sibling relationship. The day was about celebrating the person who has been your protector, your partner in crime and your support through the worst times.

Objective

The motive of this awww-worthy campaign was to show that women are independent and don’t need a guardian to help them with flat tires or take their bike for servicing, they can do it all. All they need is someone to teach them, support them, and be proud of them.

Execution

Motivated to highlight this occasion, the brand continued their campaign #ChalUdteHai with a thoughtful concept on Rakshabandhan. Castrol Activ Scooter and Culture Machine introduced a beautiful, heartwarming campaign that gave a glimpse of more than a typical brother-sister bond and brings a smile on your face.
Showcasing that a sister can protect the brother just as much as he can, the video shows women taking charge of tougher things while growing up!

Castrol Activ Scooter and Culture Machine’s Blush sent the message straight to all brothers out there that the biggest motivation they can give their sister is to not make her dependent and help them spread their wings.

Beginning with a brother reading out an apology letter to his sister for being unable to visit her this Raksha Bandhan because of his hectic work schedule and not being able to make it for Rakhi like every year. With a sweet storyline that revolves around breaking the mindset in simple and effective manner, Castrol Activ Scooter left no stone unturned.

The video is in the form of a montage of sweet moments, flashbacks, blasts from the past and growing up memories. The sharing, fights, love and concerns between the siblings can be seen throughout the video capturing the sense of confidence in the women of the 21st century.

A strong script, fresh narration, and heart-warming visuals help the video stand apart in a clutter of RakshaBandhan campaigns.

The video has been uploaded on Blush’s YouTube Channel and talked about on their social pages perfectly summarising the brother-sister bond. Releasing the digital film on the day of RakshaBandhan, the video received over 6L views in just a day!

With an emotional connect, the short clip managed to motivate, empower and encourage all the brothers out there to be the wind under their sister’s wings!

Results

Amongst the flooding topical social media campaigns, #ChalUdteHai received a thunderous social media response with 1,077,060 views. On Twitter, the campaign received positive responses with Twitteratis showering their love through 140 characters. On Facebook, the brand managed to receive 193k views and 1.7k positive reactions.

#ChalUdteHai, with its fresh script and moving storytelling, stood apart from the clutter of Raksha Bandhan campaigns on social media.

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