Rakshabandhan 2020: Brands show us Virtual way to Celebrate it

With the advent of the festive season and the world moving towards virtuality, embracing the norms of new normal,  brands too have made an effort to be a part of the virtual celebrations  Rakshabandhan 2020 is a part of it and brands have started making their contributions by fuelling more and more customer interactions through the brand campaign and other social media creatives. While some brands are into luring customers’ minds towards safe delivery, others are into pushing their products symbolizing them as the best option to gift during this festive season.

The campaign featured by brands had the touch of COVID 19 in them which made the impact of the pandemic evident even in marketing strategies made by brands. This has eventually helped the brands to project themselves and their products as a medium which can bring joy and connectedness during festivities even when the pandemic is around.

The campaigns launched by the brands had made an effort to touch a viewer’s different layers of sentiments, while some brands brought out the sentiments related to frontline warriors during this time of COVID, others focussed on the concept of protecting a sibling which is the essence behind celebrating this festival of Raksha Bandhan. Not only these brands did not fail to send a message that festivals like this can be a very good way to express gratitude towards one another. A campaign with a twist was also seen when the term sister (colloquial term for nurses) was used.

Though the brands who projected a virtual celebration were more in number there were also brands who brought narratives about siblings celebrating the festivals because they happened to live in the same house.