Brands show changed meaning of Raksha Bandhan celebrations as everything is not the same this year

Rakhsha Bandhan is a special occasion that celebrates the bond between a brother and sister and gives brands the opportunity to show varied emotions through its campaigns. But this year, everything has been different and so is the special occasion. 

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This year’s campaigns show a glimpse of the changed meaning of celebrating Raksha Bandhan during this time of crisis.

The campaigns show celebrations over video calls with no usual gatherings at houses like previous years to ensure the safety of near and dear ones. Others celebrate the courage and willingness of frontline workers who step out every day to save others’ lives.

Cadbury Celebrations

#CloserThisRakhi

This year, siblings and cousins have spent more time together than ever, reconnecting and playing multiple roles in each other’s lives that go beyond just being a sibling. So this year's Cadbury Celebrations Raksha Bandhan campaign conceptualised by Ogilvy India puts the spotlight on this significant change in their bitter-sweet relationship.

To bring alive this thought of #CloserThisRakhi, the brand used TV, digital and social media to engage with the audiences.  

Tanishq

 #CelebrateEverySister 

Jewellery brand Tanishq has launched a film that celebrates ‘sisters’; the ones who manage to be both annoying as well as the most comforting presence in our lives and yet the ones who will always be there by our side through adversities and celebrations alike.

Conceptualised by Tanishq and WYP Brand Solutions, the film beautifully pays a tribute to a special ‘sister’, who has been going out of her way, especially in the wake of the current pandemic. 

The film is not only contextually relevant as it is high on emotions but is also true to the spirit of Raksha Bandhan. 

The film not just describes the relationship between a brother and a sister, but also between a nurse and her patient. The narrative manages to touch the heart and leaves an impact with a beautiful voiceover that takes through a typical brother-sister relationship. 

It ends with a twist where one realises that the sister is also a nurse or a ‘sister’, as nurses are fondly called in India, thus urging everyone to #CelebrateEverySister, including nurses, this Raksha Bandhan.

The film is written and directed by Bhavesh S Kosambia and produced by Oneness Media. 

Usha 

#UshaCook

Usha has launched a new digital film that’s sure to tug at your heartstrings and yet deliver the all-important ‘stay safe at home’ message. The film also reiterates that Usha cares for everyone’s wellbeing, and customers can now order all Usha products online without needing to venture out.

Showing the love between siblings – the ‘tere haathon ka banaa dal ka halwa’, the honest happy banter and the doorbell that brings a thoughtful surprise in the form of a new Usha Food Processor that the sister needed. Tender moments that evoke love and longing for siblings lead up to a celebration of Raksha Bandhan over a video call, driving home the message that love means ensuring you keep your near and dear ones safe in their homes.

 Mankind Pharma 

#RealHeroes

Mankind Pharma launched a video campaign saluting the #RealHeroes. On this auspicious day, sisters tie a rakhi around the wrists of their brothers and in return, brothers promise to always protect them. 

Grapes Digital has done the digital media amplification of the video. Through this campaign, the brand salutes the selfless hard work done by the medical staff for the society.

Mankind Pharma is devoting this festival of bond for these heroes and giving a message to all to tie a rakhi to these #RealHeroes, male or female, saving lives and working day in and day out in such tough times.

The video showcases a sister requesting the hospital staff to let her in so that she can tie a rakhi to her brother and when she wasn’t allowed, she wished the hospital staff a happy Raksha Bandhan and handed over the rakhi to pass it on to her brother. When her brother received the rakhi, he tied it on the wrist of the nurse who had been taking care of him.

The Man Company

#RakhiforSisters

 Ayushmann Khurrana and men’s grooming brand The Man Company celebrates a new kind of Raksha Bandhan this year with their campaign #RakhiForSisters. The campaign that kick-started on social a week back, has a film that depicts a heart-warming but new take on brother-sister as well as protector-protected relationships. 

The campaign attempts to acknowledge the protecting roles that sisters invariably play for their brothers. It is an effort to convey that it is ok to relook at certain traditions and bring them in sync with modern reality. 

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A post shared by The Man Company (@themancompany) on Jul 24, 2020 at 4:09am PDT

https://t.co/owz3Ig54iL

This Raksha Bandhan remember the times your sisters have protected you. Tie a rakhi on them as well and celebrate something new with #RakhiForSisters. Because #NewIsGood when you replace tradition with the truth. @ayushmannk#themancompany #gentlemaninyou

— The Man Company (@themancompany) July 24, 2020

#Daawat

#HappyRakshaBandhan

Daawat celebrates the unbreakable bond of siblings through a video themed around 'Khud ki raksha karke apno ki raksha karein'. The campaign shows how a brother and sister do not like to celebrate the festival at a distance. While sister is not happy with the fact that she will not able to tie a knot on her brother’s hand, the brother is recalling the previous year memories of Raksha Bandhan by cooking a sweet dish her sister used to make for him every year.

At the end, the campaign shows that both brother and sister settle for celebrations with social distancing as distance is the best protection one can provide to their siblings.

Nanhi Kali

#ShikshaBandhan

Nanhi Kali, an Indian non-governmental organisation that supports education for underprivileged girls in India, has converted Raksha Bandhan into #ShikshaBandhan. The little ‘girls’ have made beautiful rakhis for their favourite celebrity brother and sisters — be it Sachin Tendulkar, Vicky Kaushal, Deepika Padukone, Vidya Balan, Prabhas, Diljit Dosanjh, Ayushmann and Aparshakti Khurrana, Faye D'souza, Taapsee Pannu, etc, requesting the celebs to protect them by making sure their education doesn’t stop in these tough times. Each of them has tagged the celebrities hoping for support.

https://bit.ly/39yXD0y

Paytm

Instant payment app Paytm shows how a ritual of giving shagun in the form of money hasn’t stopped in the time of crisis and social distancing.

The campaign video shows how an aged brother and sister abide by social distancing protocols and celebrate Raksha Bandhan following all rituals, with handing of shagun to the sister via Paytm. It was unlike previous years when they used to do the same activities in person.

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