Rakshabandhan 2020: A virtual celebration by brands

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Brand creatives and campaigns for Rakshabandhan 2020 paved the way for businesses to engage with users and be a part of the festivities keeping the norm of social distancing at fore.

As traditional celebrations and ceremonies turned virtual for Rakshabandhan 2020, businesses jumped in to make the most of online conversations with brand campaigns and social media creatives. While some took to reassuring people that home delivery is a safe option, others put their offerings as options to be considered for gifting purposes.

The impact of COVID-19 was evident in most campaigns, as virtual celebrations and video calls could be seen as prominent elements in ad film led campaigns. This gave brands the opportunity to portray themselves as an element that could help add joy to festivities.

Some brands invoked the sentiment of gratitude towards corona warriors. They acknowledged the concept of protecting the sibling, one that is traditionally associated with the festival of Rakshabandhan, and spoke about how the festival can be used as an event to say thanks. A play of words on the term sister (colloquial term for nurses) was used to do so.

Though most brands have based their narratives around the idea of virtual celebrations, some also put forth stories of siblings who would be together on the festival as they live in the same house.