A brother-sister bond is usually a special one unlike other sibling duos. While the two debate over who is the favourite one in the family, there is this mutual admiration and affection that keeps them glued to each other at all times, even when they are distances apart. And, unique to India, the bond is recognized and celebrated as Raksha Bandhan or Bond of Protection, a festival dedicated to brothers and sisters by belief rather than biological relations. Sisters tie a special or rather sacred thread called the Rakhi on their brother’s wrists, while the brothers vow to protect them.
Last Thursday, August 18, a full moon day in the shravan month was celebrated as Raksha Bandhan in the country, amidst various religions. The secular festival sees innovative ways each year to help create lasting bonds between divided groups in the nation. Tying a rakhi to our traffic policemen or our soldiers at the borders, every man who is protecting someone is felicitated this day. And with a bond as strong as this, how can brands be far from the celebrations?
Several brands in varied sectors joined in the festive spirit and with visual content holding the key to some quick and timely social engagement, Raksha Bandhan saw some creative visuals, gifs and witty contests engaging social media users. Even the government joined in. The Ministry of Health & Family Welfare banked on the festival with a visual emphasizing its goal towards a healthy India – ‘Swastha Bharat’. Brands have leveraged the occasion to build a bond with their community, and harvest some brand love.
We bring you here, a list of interesting creatives shared by brands on Raksha Bandhan 2016, with a cool connect back to the brand image and tone.
Ministry of Health & Family Welfare
The ministry is encouraging the nation to be healthy but for this visual to come true, it would need to connect with the Ministry of Roadways to arrange for cycling tracks in our cities!
I don’t know many little sisters who would allow their brothers to tie up their hair, but nonetheless, it’s a cute visual by the budget hotel chain.
The family snacks brand ran a chatpata contest called the ‘Rakhi Cheat Code’ to make it even more fun for brothers and sisters this Raksha Bandhan.
Center Fresh India
The mouth freshening gum livened up the day with a user stories contest for brother-sister duos.
The travel partner app brings out the similarity between itself and your sibling in this simple gif.
The travel company wants siblings to refresh their special bond with a holiday.
— Sterling Holidays (@WorldOfSterling) August 18, 2016
We agree with the retail chain, but we could do without the overt branding.
— Shoppers Stop (@shoppersstop) August 18, 2016
The candy takes inspiration from ‘Dekh bhai’ desi memes.
The telecom company emphasizes on its new vision ‘Be Super’ with a series of super sisters visuals.
The Happydent brother-sister duo always flash sparkling smiles!
The housing portal keeps it simple.
The traditional drinks maker rolled out limited edition Rakhi-special gift boxes and promoted them with a series of adorable illustrations.
The ecommerce brand is there for your gifting purpose, but it needs you to deliver the love.
The marketplace captures the little traits of brothers and sisters in a series of visuals.
The ecommerce company captures the essence of the relationship in its gif.
The quirky brand brings us a dose of reality that happens on every Raksha Bandhan.
We agree on the lasting bond of a brother and sister.
Havmor Ice Creams
The ice cream maker captures the different aspects of the relationship in its gif.
This is a nice way to connect to music by the device maker.
The airline makes good use of its brand colors and logo in this simple visual.
The digital wallet company hosts a contest to help relive the mischievous moments shared by brothers and sisters.
NDTV Good Times
The food and lifestyle channel rolls out an exclusive and interesting Raksha Bandhan dictionary!
Cafe Coffee Day
Totally agree to this one by the coffee chain. Fun gif by CCD.
The mattress maker takes you back in time to relive your memories.
— Kurlon Limited (@KurlonLimited) August 18, 2016
The paint brand also sends you back in time with these ‘Colour the Bond’ visuals.
The dating app shares useful tips to not get bro-zoned!
— TrulyMadly (@thetrulymadly) August 18, 2016
Mad Over Donuts
The donut maker gets crafty with donuts in a rakhi.
— Mad Over Donuts (@MadOverDonuts) August 18, 2016
Raksha Bandhan this year is all about interesting visual storytelling by brands about the mischievous yet adorable relationship between brothers and sisters. Do let us know your favourites in this list.