Brands Promotion Gets New Height during Festivals like Rakhi

Raksha Bandhan is a special festival for the Indians when sisters tie a string to the hand of their brothers praying for their protection. If you think that we are here to explain you about the essence of Raksha Bandhan, sorry! We are here to put light on another aspect that gains momentum during these important festivals. We are talking about brands and their unique promotional strategies. If you have noticed recently, many of the television advertisements and YouTube promotional videos are featuring ads of different brands on the theme of Raksha Bandhan. What makes this more exciting is that none of these brands has identical products, but still they are cashing on the same festival theme. Let us check a few brands and discuss how they have used Raksha Bandhan for promotion.

Cadbury

It is not new for the chocolate brand to use raksha bandhan and other festivals as the theme of their advertisements. They have time and again come up with unique themes involving festivals. Their latest is the campaign for Cadbury Celebrations for Rakhsha bandhan. The theme of this campaign is about telling your sister that she is special. They are not just limiting their scope by only branding with logo, but using multiple platforms like digital, radio and on-ground celebration.

Idea

This telecommunication company has also cleverly utilized raksha Bandhan theme in one of its television advertisements. The ad shows a girl on her scooty asks for a certain address to a traffic police. When the police start to explains the location she notices his arm is empty and asks why so. When he says he is on duty, she takes out a rakhi from her bags and ties it on his wrist. Till date, this is one of the best advertisement campaigns that Idea has created over the years.

KFC

Even one of the biggest global chains for chicken snacks and delicacies could not resist the pull of an important festival like Raksha Bandhan. Though they have not directly made any change to their logo design, but smartly integrated “so good” (brand slogan) into a rakhi. No doubt, this unique branding technique has become instant hit and brought highest number of shares over the social media.

Pantaloons

This is one of the leading retailers in the Indian market. They have recently announced a plan of introducing their own brand of chocolates to celebrate Raksha Bandhan festival. Tasty Treat is the name given to these collections of Pantaloon chocolates. As a marketing plan, these chocolates were ‘test marketed’ in a few selected stores before they finally hit the big league of their outlets across the nation.

Fevicol

We are all aware about the two elephants present in the adhesive’s logo design. This time, the brand played with their logo and created a social media post that shows how a female elephant pursues two male elephants to tie rakhi. The clever use of the concept instantly establishes a connection with the viewers, which makes the campaign successful.

Pepsodent

It is very hard to relate a festival like raksha Bandhan with a product of toothpaste. However, the smart thinkers of the brand have come up with a Facebook post that depicts Pepsodent as the ‘protective big brother’ of every household who protects the white teeth. Here you can see a salwar clad tooth tying a rakhi to the tube of the toothpaste.

Apart from the ones mentioned here, there are many companies that use Raksha Bandhan as a tool for branding with logo or initializing other advertising campaigns using the theme. Which other ad campaigns have caught your attention? Let us know.