Amazon goes emotional; Micromax turns progressive this Raksha Bandhan

With the great Indian festive season about to commence, brands are getting into overdrive mode to woo customers. Raksha Bandhan is a festival that tugs heartstrings and brings up memories of all the time spent playing, sharing, fighting and plotting long adventures with one’s beloved sibling. Distance, time and age cannot change this deep connect. 

While most of the conversation around Raksha Bandhan has always been about the ‘gift’, Amazon.in continues with its messaging of #DeliverTheLove to inspire brothers and sisters to meet and celebrate this day together. 

Conceptualised by Ogilvy & Mather, Bangalore and directed by Afshaan Sheikh of Good Morning Films, the film tells the story of a young man who just cannot fathom why his grandmother doesn’t mind getting the same gift for Rakhi, every year. Watch her heart-tugging response here: 

Ravi Arun Desai, Director, Mass and Brand Marketing, Amazon India, said, “Our current lifestyle keeps us on our toes 24x7, and sometimes also ends up eating into the time we ought to be spending with probably the most important aspect in our lives – our loved ones! With the new Amazon.in’s Raksha Bandhan campaign, we want to encourage everyone to slow down, take a step back and experience the magical moments of the festival with their cherished siblings to renew as well as create new memories. Our brand always attempts to tell a story that the customers feel connected with, in a manner that is simple and relatable. The campaign #DeliverTheLove is about connecting with our customers in the context of Raksha Bandhan and in some way touching their heart amidst this fast paced life we all lead today.”

Mahesh Gharat, Chief Creative Officer, Ogilvy Bangalore, elaborated, “The ask was not to sell, but to evoke emotion. Coming from Amazon – India’s largest e-commerce player, this was a bold statement and an inspiring brief. This triggered the insight that more than the gift, any sister actually wants her brother to actually come and meet her. It’s one of those things that are beyond materialistic gifts, and this is what the campaign reminds you of.” 

Led by a digital film, the campaign also includes print and radio. #DeliverTheLove celebrates the bonding between siblings, connects with both the present generation and their parents, while breaking the clutter with a uniquely Indian vibe. 

Micromax’s progressive bond 

For years we have engraved in our minds the relevance of Raksha Bandhan as an assumed duty of a stronger brotherly figure to protect and safeguard his sister. While this may have been true a few decades ago, but now times have changed and the bond between a brother and sister has evolved. This Raksha Bandhan, Micromax is celebrating this progressive sibling relationship in which ‘Raksha’ takes a new meaning; where just like her brother, the sister also protects, defends and supports her brother.