Raksha Bandhan, also known to Rakhi, is the Hindu festival that celebrates the ties of brotherhood and love. The word "Raksha" means protection, while "Bandhan" means to tie.
Traditionally, a sister ties Rakhi ( a bracelet made of interwoven red and gold threads ) on their brothers' wrists to celebrate their relationship.
We thought of the people who might not have a male sibling or any sibling at all, and how they might want to celebrate the festival. We celebrate the real essence of the festival-the “emotion” of Rakhi which should limit itself to a blood relation. Rakhi is an occasion when we truly should celebrate our real-life heroes, that is, everyone who looks out for us and helps us feel safe.
With this campaign, we aim to not just surpass the traditionalistic way of celebrating a blood relation but also overcome the societal and cultural divide which inhibits us from celebrating people who truly matter. This campaign breaks the patterns of conditioning we have seen since childhood, stigmatizing people who we don’t identify with on an economic front. Undoing such patterns is the crux of this campaign, making Rakhi a truly inclusive bond of love and diversifies our perspective of the festival.
ACHIEVEMENT
The campaign has been launched across multiple digital platforms in India and top NRI countries viz USA, Canada & UAE. The 60 seconds brand film which presents India’s first ever Rakhi brand Sneh by FNP has also hit the screens of 1000 multiplexes across 20 cities.
With over 11 million views on Youtube.
The campaign was followed by an offline event too where Adah went across bombay tying Rakhi to Autowalas.
Sneh Rakni was available in 70+ countries. arrangements were made for last minute/same-day delivery in over 20 cities outside India
FEATURES
https://www.campaignindia.in/video/ferns-n-petals-makes-a-thread-of-promise/480534
https://www.socialsamosa.com/2022/08/raksha-bandhan-campaigns-2022-brands/
https://www.adgully.com/ferns-n-petals-celebrating-rakshabandhan-with-sneh-rakhi-120619.html