The significance of Raksha Bandhan used to be highlighted in all the Raksha Bandhan campaigns by brands before, where they urged people to send flowers, chocolates, and gifts to their siblings.
However, in the last few years, we have noticed a sea-change in the communication. Tying rakhi on your sister’s hand or a sister asking her brother to give up cuss words as a rakhi gift are some new themes, which brands have started looking into with their Raksha Bandhan campaigns.
Social Samosa takes a look at few interesting Raksha Bandhan campaigns over the years.
Last year, Amazon released their digital video titled #YourFirstFriend to talk about their product Amazon gift cards. In two days, the video clocked more than 1.8 million views on the brand’s YouTube channel. It spoke of the sweet brother-sister bond through a series of mobile chats exchanged between the two and with the brother, in the end, gifting her sister with a gift card for Raksha Bandhan.
As part of their TV campaign, the brand had their #DeliverTheLove running and it emphasized the importance of being there for your loved ones on special occasions like Raksha Bandhan.
Last year, Videocon’s campaign titled #WishIHadaSister for Raksha Bandhan had a very special message. In every scene, they showed two brothers from different age groups sitting with each other. They have their own problems, and how they wished they had a sister to tackle it easily. In the end, the brand wished Happy Raksha Bandhan to all those who are lucky to have a sister.
Postpickle took a unique approach. In their video, #ForASister, the brand urged brothers to give up the use of the cuss word ‘B****C**D’ as the ultimate Rakhi gift. It turned to be extremely popular and went viral.
Cadbury Celebrations has always released communication around Raksha Bandhan. Last year’s campaign, worked on the insight that brothers and sisters express their love and hatred for each other through bickering and good-natured banter. The fun and joy of the small entertaining squabbles make the sibling relationship strong and unique and the brand has always tried to highlight this in their Rakhi commercials.
Last year, Tanishq celebrated ‘Sisterhood’ on Raksha Bandhan by taking a fresh perspective. It celebrated the beautiful bond between two sisters, who have grown up together, shared, fought, argued and each of these moments has only strengthened their bond.
Courier delivery brand Parcelled, released a video around Rakhi last year, which spoke about both two siblings located far from each other and how the brand is helping them to connect on this special day.
Telecom operator Idea Cellular in 2013, in their Raksha Bandhan commercial, strengthened the police-citizen bond.
In 2015, Laundry service DoorMint in their Raksha Bandhan ad campaign showed the love and affection of a sister towards her brother.
Exide Life Insurance
Exide Life Insurance engaged with their consumers on the occasion of Raksha Bandhan last year, by asking viewers to gift one good habit to their siblings on this special day. This was done to promote their offering ‘My Money Book’.
Tell us about your favorite Raksha Bandhan Campaigns in the comments section below or write to us on [email protected]