RAKSHA BANDHAN's BEST MARKETING CAMPAIGNS OF 2021

by Anurag Sharma Delivering Happiness

The relationship shared by a sibling is a unique one. It is more of a love-hate relationship. It involves a lot of bantering, squabbling, and pranking but an equal amount of innocent and unconditional love.

This day is all about celebrating the bond shared by brothers and sisters and creating memorable moments. While this year Covid-19 pandemic restricted the movement and gatherings, the brands left no stone unturned to uplift the mood for the festival. They also encouraged viewers to buy rakhi online and use express rakhi delivery for their national Or international rakhi delivery option to have hassle free rakhi festival celebrations.

The brands created heart-warming content to strike the emotional chords of users and encouraged people to celebrate. They drove the engagement with strong storylines. Some campaigns, on the other hand, invoked the sentiments of gratitude towards Corona warriors.

Though almost all campaigns storyline revolved around the virtual celebrations, a few campaigns were completely out-of-the-box and won everyone's heart.

Cadbury Celebrations (Mondelez India)

Mondelez India's two campaigns: TVC campaign #closerthisrakhi and social media campaign #KahanGayiCadbury became extremely popular.

The company ran the social media campaign to launch the Cadbury Chocobake Cakes. Teasers of #KahanGayiCadbury were released in the month of July, and the mystery of lost Cadbury was revealed on live video featuring Gaurav Kapoor, Shivesh, Shibani Dandekar, Aparshakti Khurana and Neeti Mohan- 'Cake main Gayi Cadbury' on August 1.

The TVC campaign had lockdown and life during the lockdown in its backdrop. The TVC campaign #CloserThisRakhi captures the relationship of a brother and sister. The sister complains that the brother became everyone's favourite in the family as he connected via video calls. So, while tying the rakhi, she asks him who his favourite sister is, and he greets her with Cadbury Dairy Milk implying she is. In the end, you see them enjoying a box of Cadbury Celebrations showcasing 'KuchAcha Ho Jaye KuchMeetha Ho Jaye' time to bring people #CloserThisRakhi.

2. Myntra-

Myntra launched 'House of Pataudi' campaign to promote the ethnic wear brand. It featured Saif Ali Khan and Soha Ali Khan expressing their love for each other and cherishing their childhood memories opening 'Yaadon ka Box". The campaign stood apart as it made everyone nostalgic.

3. MayaFlowers-

Their campaign was all about sweet-bitter moments of a sibling relationship. '#NokJhonkBandhan' aptly captured the essence of a brother-sister relationship; how siblings fight with each other yet stand by each other and the unconditional love shared by them. It also talks about staying at home during the festival season to ensure everyone's safety and to buy designer rakhi from their exclusive collection and send rakhis online.

4. The Man Company-

It debunked the stereotypes that only brothers protect sisters. The campaign featuring Ayushman Khurrana insists on seeing the brother-sister relationship from a fresh perspective. '#RakhiforSisters' campaign promotes gender equality and acknowledges the protecting roles a sister play. How she always protects her brother from mental and physical harm and the emotional support she still lends.

5. Blue Dart-

The company launched 'Rakhi Express' campaign where they urged people to ship rakhis to corona warriors. The campaign's best thing was that it insisted on celebrating love for parents, brothers, friends, and anyone who protects us. The main aim was to encourage people to express gratitude towards all Corona warriors.

6. Tanishq-

A brand that has time and again comes up with brilliant campaigns having strong messages. Tanishq, through its campaign, celebrates sisters; the one who is annoying and at the same time most comforting person in our lives. The film pays tribute to nurses- sisters' as they are referred to in India who always goes out of her ways to comfort and serve patients. This ad runs high on emotions and is contextually truly relevant during this pandemic times.