Brand Factory’s new Raksha Bandhan campaign #BrotherLikeNoOther redefines the sibling bond

Mumbai, 22^nd August 2018: Brand Factory, a fashion discount chain by Future Group, wanted to make Raksha Bandhan this year a memorable experience for siblings. While the world was focusing on highlighting just the sibling bond, Brand Factory took a different route to showcase not just the bond but how a brother plays a larger role in a sister’s life. The brand believes that there are unimaginable ways a brother supports a sister no matter how challenging and sometimes unachievable her dreams may seem.

Hence, this Raksha Bandhan, Brand Factory introduced the #BrotherLikeNoOther campaign. This campaign was the brand’s attempt to celebrate those brothers who have encouraged their sisters to pursue and achieve their dreams. Ideas and thoughts that are often shunned by society, but it is a brother who has believed in them and coaxed his sister to follow her dreams.

The campaign commenced during the Raksha Bandhan week across the Brand Factory’s social media handles on Facebook, Twitter and Instagram. The concept of #BrotherLikeNoOther was brought to life through a series of posts, contests and more than that urged participants to share their experience of how their brother has been a solid support system. The content connected well with audience which was proved by heart-touching sibling stories received on each post. The campaign was further amplified through FB posts which promoted Brand Factory gift cards. Through website integration purchasing gift cards became easy. The campaign received an exhilarating response of 13.5 million reach across its various social media platforms.

Simultaneously, renowned influencers like Smriti Mandhana, Rajvee Gandhi among the many and community pages like The Melting Words, Scrawled Stories created a buzz around #BrotherLikeNoOther campaign with their updates. The success of this influencer campaign is reflected in the overwhelming response of more than 5 lakh likes and 10,000+ comments.

To break the monotony of the generic brother-sister Rakhi commercials, a fun and quirky one-minute video was conceptualized by Publicis Ambience. The video explained, no matter how crazy, how many demands; a brother can fulfill his sister’s wishes because Brand Factory has a deal for every demand. The video was live on all social media platforms and crossed over 5 million views over course of the week.

https://www.youtube.com/watch?v=B19YgGUHlb8

Roch D’Souza, Chief Marketing Officer, Brand Factory commented, “During festivals and occasions Brand Factory would like to be more relevant through its offerings and fabulous discounts, to its customers. Through Raksha Bandhan Campaign, we wanted to highlight a role what brother can play in the sister’s life. He is an enabler and believes in encouraging her to follow her dreams. Be it a career choice or pursuing a passion in life.

We had a holistic 360-degree communication approach and have been getting immense responses via personal stories and visuals, through our campaign thought of #BrotherLikeNoOther. This campaign was extended to all our stores through the gifting options for a sister be it Shoes, Handbags, Womenswear and has helped drive women walk-ins to our stores.”

Ashish Rana, Business Head, IdeateLabs says, “Our idea was to pay tribute to this great festival of Raksha Bandhan by highlighting the bigger role of brothers. And digital exploded the #BrotherLikeNoOther campaign by weaving a story around brothers who pushed their sisters to achieve their dreams. The content did work wonders as our social media handles were flooded with sibling stories. The digital influencers and community page association really took the campaign to the next level on social media”

Commenting on the campaign, Bobby Pawar, MD & Chief Creative Officer – South Asia, Publicis India said: ‘Brand Factory is a brand that disrupts the category, so we came to the obvious conclusion, how can its advertising be otherwise? When convention dictates that you show good-looking people who ooze an ‘effortless’ ‘aspirational’ ‘youthy’ attitude, we went in the opposite direction. Hat tip to Roch and his team whose eyes lit up when we said, ‘The film opens on a spunky old woman, who shows off her new clothes for her even older brother.’ Execution aside, what really works for this idea is a simple human truth that when you get an amazing deal (Brand Factory offers 20-0% discounts, every day), you are motivated to be even more generous.

About Brand Factory (http://www.brandfactoryonline.com/): Brand Factory, a Future Group concept, is India’s leading chain of fashion discount stores with 72 outlets across 30 cities in India. It offers 200+ Indian and International fashion brands at 20-70% discount, 365 days a year. It also offers a diverse range of merchandise at absolutely great prices in a refreshingly enjoyable ambience. Brand Factory stores include men’s formals, casuals, youth wear, women’s wear, sportswear, kids wear, footwear, accessories and more.

About IdeateLabs (http://ideatelabs.in/): IdeateLabs is a full-service digital marketing company with offices in Mumbai, Delhi and Dubai and a team of more than 100 Digital Marketing Professionals. With the chaotic overload of information in the digital world, Team Ideate recognizes the importance of creating relevant and interesting digital solutions. Finally, it benefits from a client roster that exceeds 50 well-known Indian and international names such as Sterling & Wilson, AutoDesk, Hiranandani Communities, Brand Factory, Future Brands, Edelweiss Tokio, Hafele, Kalpataru, Elica, Franklin Templeton to name a few.

Brand Factory’s new Raksha Bandhan campaign #BrotherLikeNoOther redefines the sibling bond

Source Link:

Share

Leave a Comment Cancel