It is the occasion of Raksha Bandhan today, which celebrates the bonds that siblings share with each other. While Raksha Bandhan stems from the bond shared by Krishna and Draupadi in the Mahabharata, the occasion is now being used by brands to establish an emotional connection with the consumers.
Marketing Strategies
Various brands have come up with popular advertisements and campaigns in the form of short films, appealing messages and heart touching taglines to win over their customers and use this as a strategic and well-planned marketing opportunity.
Creative Campaigns- A Closer Look
Apollo Tyres has made use of a short film to talk about the sibling bond. Brands like Zepto and Blinkit have used online campaigns to win over their customers. Zepto has introduced multiple scratch cards and has come up with a tagline, “Rakhi Aapki, Lifafa Hamara”.
Brands like BAJAJ have also come up with a unique way to attract customers by introducing a mystery box. Here people can win multiple prizes like Mixer Grinders. They have focused on how strong and durable their appliances are, just like the Raksha Bandhan bonds they are out to celebrate.
Maturing Relations And Their Appeal
Archies, the well-known greetings and gifting brand, has come up with a tagline, “Rishte Jazbaaton ke” to talk about the maturing relationship that siblings share. From being foes in their infancy to becoming each others’ biggest support systems, they grow up.
Humor And Relatability Is The Way To Go
Swiggy’s humorous campaign appeals to the heart at once and portrays Swiggy as a part of everyone’s lives, irrespective of what a person is going through. It may be a happy occasion, or a disappointment or simply a day when a person is craving something delicious, Swiggy is always a part of it.
Marketing involves creativity and personalization, and there are endless opportunities to do so as these and multiple other brands have proven. These personal connections and relatability are what ultimately drive the brands forward and give them that x factor they are on the lookout for.
