Raksha Bandhan is one of the special festivals celebrating the golden bond between Sisters and their brothers. This festival with its traditional customs require sisters to tie rakhi, a colourful thread asking their brother’s to always love and support them, and brothers to serenade their sisters with gifts. This jubilant festival brings liveliness in its wake, getting ready early in the morning, the fragrance of sweets around the kitchen and looking for gifts in crooks and nooks of the house, this festival fills everyone’s hearts with childish delight.
To join this festive mood, several companies launch new advertisements and campaigns to celebrate the festival with the country. Advertisements have become a special way for companies to reach out to their customers and be a part of their celebrations. Every year new heart touching ads are released with their special messages touching thousands of hearts.
The magic of these ads has just become more enchanting and emotional this year. Cadbury, the confectionery company decided to do something special for amputees this year. The campaign “The Feeling of #MyFirstRakhi” speaks about the story of Shubham, who never felt the touch of rakhi. “Sometimes I wonder how must it feel to have rakhi tied on your hand, the threads of rakhi threads must be so soft,” said Shubham. Cadbury partnered with experts to build a low-cost prosthetic hand enabled with flex sensors and vibration motors to feel the special sense of touch. “Ouch, it’s a bit tight” said Subham as his sister tied the soft threads of rakhi on his prosthetic hands. The campaign also helped other children to feel the touch of love this year.
Another such campaign that moved thousands of hearts- the Amazon India campaign #DeliverTheLove. This ad campaign beautifully portrayed the mischievous, jolly and sincere relationship of siblinghood. In this ad, a brother to shadow his sister from disappointment and hurt eat a bowl full of sour kheer, showering compliments and not allowing her to taste the sweet later upon realizing what he did Sister gets teary-eyed and hugs him saying he already gave her a very special gift, his love.