Siblings occupy a unique and enduring place in our lives, from our first frenemies to our oldest friends. Godrej Industries Group (GIG), through its owned media platforms Godrej L’Affaire and Godrej Vikhroli Cucina, unveils two digital films celebrating Raksha Bandhan featuring Godrej Jersey. These films ccelebrate sibling relationships by integrating traditional values with contemporary themes, focusing on love and connection, and addressing gender stereotypes.
Godrej L’Affaire marks Raksha Bandhan with a heartwarming film that creatively blends the festival's values and traditions with #RespectAllBandhans, the third in its series. Traditionally, roles of protector, breadwinner, and decision-maker were assigned to men, but times have changed. This film offers a fresh perspective by showcasing a role reversal in the traditional Raksha Bandhan ritual. Godrej L’Affaire subtly challenges gender stereotypes and invites viewers to celebrate the meaningful bond between siblings.
Godrej Vikhroli Cucina’s digital film, ‘#SweetBonds,’ offers a nostalgic look into sibling relationships. It humorously revisits playful banter, trivial disputes, and cherished moments that define their bond. The film vividly illustrates how distance cannot diminish the love and connection between siblings. As it concludes with a heartwarming Raksha Bandhan celebration, a sister surprises her brother with a thoughtful sweet gift, symbolising the enduring sweetness of their relationship and the power of shared memories. Godrej Jersey Mysore Pak serves as a metaphor for this sweetness, highlighting that love transcends distance.
Talking about the campaign Tanya Dubash, Executive Director & Chief Brand Officer, Godrej Industries Group says, “This Raksha Bandhan, our films celebrate the deep and enduring bonds that define sibling relationships while embracing an unconventional perspective. These stories highlight the timeless love between siblings. From food wars to playful ribbing, all shared moments between siblings have now become ‘Sweet Bonds’. Resonating with the idea that distance cannot diminish the sweetness of shared moments the video reminds us to cherish these little moments, for they are gone in a blink of an eye. Our films reflect our commitment to honouring these invaluable connections, ultimately celebrating the strength and love that unite us.”
Bhupendra Suri, CEO, Godrej Jersey, comments on the campaign saying,” Sweets play an essential role during festive celebrations in our country. A day of celebration and spending time with your loved ones, it adds up to festive delights. At Godrej Jersey, we have always focused on building trust and forging strong bonds with our consumers. Hence on the auspicious occasion of Rakhsabandhan, we are hopeful that our sweet products – Godrej Jersey Mysore Pak and Godrej Jersey Doodh Peda – will allow our consumers cherish the traditional and modern value of this auspicious occasion.”
By blending tradition with modern values, the campaign invites viewers to appreciate and honour diverse relationships, ultimately promoting a more inclusive and empathetic world.
Link to the film: https://www.instagram.com/reel/C-wnkpXy2Je/?igsh=MXQxdzk0enBteXl3bg
Link to the film: https://www.instagram.com/reel/C-wahFZCcR6/?igsh=cnQxb3cwd2dzNXdo
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