Raksha Bandhan was traditionally an occasion where brothers vowed to protect their sisters from all evil. However, we realised the interpretation of protection was becoming increasingly archaic. The brand strongly believed in adding relevant value to all its stakeholders, and wanted to bring forward a viewpoint that many hadn’t even considered. Protection didn’t just involve strangers on the street, but it had to begin at home. It had to involve a change in the daily mindset. We decided to create a film that communicated the concept of protection in a unique way.
