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Schmitten’s new campaign urges young girls to protect their self-respect by tying ‘ek rakhi aur’

The campaign, conceptualised by ADK-Fortune Communications, changes the notion of ‘Rakshabandhan’ by encouraging girls to be self-reliant and appreciate people who treat them as equals

Click on the image to watch the TVC.

‘Rakshabandhan’ celebrates the love and the bond that a brother and a sister share. According to tradition, the sister ties a rakhi on her brother’s hand in exchange for a promise to protect her in all times. But in the present day, where society is giving women the equal status they deserve, this tradition is not enough.

In a new initiative, Schmitten Luxury Chocolates urges sisters to tie not one but two rakhis on their brothers. The second rakhi is a promise of respect, where the brother supports the sister in her quest to live her life on her own terms.

In the campaign, conceptualised by ADK-Fortune Communications and titled #EkRakhiAur, the sister thanks the brother for empowering her and giving her the respect of an equal. The idea lends a new dimension to the relationship between brother and sister, enriching the bond in its own sweet manner.

Jayesh Desai

“Schmitten is a chocolate for the modern generation. In a category replete with heart-warming campaigns, we want to deliver a mature opinion. It is our aim to initiate change and address societal issues. #EkRakhiAur addresses one of the most pertinent issues of the day – of giving women their due right. #EkRakhiAur is a defining step towards achieving this goal,” said Jayesh Desai, Founder and Chairman, Rajhans (Desai-Jain) Group.

Reiterating the point that the brand intends to occupy a meaningful role in every special occasion, Rishabh Verma, Marketing Head, Schmitten, said, “The festival of Rakshabandhan needs to address the gender inequality that still exists in many Indian homes. Our latest initiative showcases the evolving relationship between a brother and sister through the brand lens. Schmitten wants to have a meaningful role in every special occasion such as that of Rakshabandhan and make these moments memorable.”

Akashneel Dasgupta

Commenting on the campaign, Akashneel Dasgupta, National Creative Director, ADK-Fortune Communications, said, “With #EkRakhiAur, we are trying to start a new tradition of equality. A modern brother believes that respecting women starts at home. Which is why the second Rakhi stands for a promise of respect and acceptance of the sister’s freedom. The sister thanks the brother for supporting her decisions. This should be the ideal kind of status-quo between siblings.” 

Actively leveraging social media, Schmitten’s initiative is helping curate such stories of equality. As a part of the digital campaign, its live contest is giving a platform for the audience to voice such beautiful moments. Schmitten hopes to invite more people to engage with the idea and share their stories before the August 26.

The Campaign:


Client: Schmitten Chocolates

Founder and Chairman of Rajhans (Desai-Jain) Group: Jayesh Desai

Marketing Head: Rishabh Verma

Agency: ADK-Fortune Communications Pvt. Ltd.

National Creative Director: Akashneel Dasgupta 

Creative Team: Ravi Mishra, Shyam Nair, Ritesh Narang & Sanjana Pearl Sen Choudhury

Account Management: Shruti Negi, Mukul Angral & Asmita Goswami

Digital Team: Tarun Joshi, Prateek Vishwakarma & Meha Khera

Director: Manoj Pillai

Executive Producer: Nancy

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