HDFC Bank in association with Firstpost, strives to bring about a radical change of mindset this Raksha Bandhan with #RakshaMatlabRokNahi. The campaign is a unique take of the much loved Raksha Bandan rituals, giving the festival a whole new meaning.
In a heartfelt tale, #RakshaMatlabRokNahi sees a brother – sister duo engaged in conversation enlightening the fact that the thought of protecting your sister needs to evolve to protecting her dreams and aspirations as well.
In the video, a brother informs his sister that his wife won’t be taking up an excellent career opportunity as it involves travel and wouldn’t be safe. To which the sister patiently explains that protection does not mean setting limits. The stirring message hits the audience when she asks her brother for her Rakhi gift – to protect not only his sister but the dreams and aspirations of every woman he meets.
Speaking about the new video, Ravi Santhanam, CMO, HDFC Bank said, “We have noticed women get more financially independent than they were and make decisions about their own money. That being said, there still exist social norms which keep some women from being decision makers. We wanted to address this in our video. The #RakshaMatlabRokNahi campaign creatively reinforces HDFC Bank’s core messaging encapsulated in our tag-line – ‘We Understand Your World.’ We are delighted to have found the right partners in Firstpost, who in turn delivered on our expectations for the campaign.”
The campaign is based on the insight that women’s liberation in this day and age includes unlearning the age old stereotypes, to evolve into a generation of thinkers. HDFC Bank attempts to catalyze this change by doing their bit.
Commenting on the heartfelt video, Azim Lalani, Business Head, English General News cluster, Network18 Digital said, “We are glad to have associated with HDFC Bank to bring an offering that resonates with the audience and effectively drives the message of the brand. Our platform consistently strives to deliver progressive content that deeply connects with the audience, and the team has made a sincere effort to bring that forward with the #RakshaMatlabRokNahi campaign.”