Raksha Bandhan gender benders

Last Thursday was a big opportunity for brands and agencies to showcase their creativity because 2 big occasions fell on the same day – Independence Day and Raksha Bandhan. The former is decidedly pan-Indian, and the latter, while being predominantly ‘North Indian’, has also become pan-Indian due to relentless marketing through brands and movies.

While there were many brands that did a LOT through multiple media, 2 attempts stood out for me because they upended gender norms in a compelling way.

The first, and the most impactful (to me) was from Aegon Life Insurance. The film is long (4:40 minutes!) and indulgent. But it is so heartbreakingly poignant and beautiful, almost needing that run-time to make its point so well.

To have the younger sister articulate her feelings towards her elder sister, in a film meant for Raksha Bandhan, is nothing short of incredible. The thought, and the way the younger sister expresses the evolution of emotions, and the way she does… the words she uses (“I really love that person inside that body”!!)… beautiful!

Also, almost 90% of the film, visually, focuses on one individual’s emotions as they hear, or speak their mind out. The beginning and the end have both characters together in the frame, but in between, the majority of the shots are focused on one person. This requires really good caliber acting to pull off and the 2 actors do a stupendous job, without making it artificial or maudlin.

The film is written and directed by Ram Subramanian (for Handloom Picture Company), for client Aegon Life Insurance. The brand connect is tenuous and almost like an after-thought (quite literally plastered in the end, though with a very impactful line: “For those who protect, From those who protect”).

Adding a gender-related thought in a Raksha Bandhan film is a fresh idea to break the clutter. And this film does it so well – wonderfully scripted and acted.

And a special note of appreciation for adding full credits in the end. The effect (combined with the run-time) is that of watching a heartfelt communication from the brand and its partners, and less as an ‘advertisement’.

The second film is much shorter, more ad-like, by Standard Chartered bank. The agency is Kinnect.

This one too upends gender expectations when it comes to Raksha Bandhan, with a brother sending rakhi to the protector-sister, where the Independence Day angle comes in too. This is a bit more ad-like, with an in-your-face StanChart mobile interface thrown in, but kudos to the counter-intuitive thought.

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