Raksha Bandhan is here, a special day celebrating the unique bonding shared by siblings. The brothers swear to look after their sisters throughout their lives while the sisters tie Rakhi on their wrists and wish them a long and happy life. The ceremony endures the brother-sister bond, which goes beyond just biological ties.
On this special day of Raksha Bandhan, let us talk about Kinder Joy, the candy that excites our tiny tots with a yummy treat and a surprise toy. It was launched by the Italian confectionery company Ferrero as part of its Kinder brand of products. The brand has already been established in India, capturing the little customers with its egg-shaped chocolates.
Wondering what Kinder Joy has got to do with Raksha Bandhan? It’s all about their latest TVC campaign exclusively on Raksha Bandhan. It is conceived as a 360-degree campaign that generates powerful TV media bursts and a significant digital presence across all the platforms.
As a part of the Raksha Bandhan campaign, Kinder Joy has also launched a special Rakhi Share Pack featuring a Rakhi theme. Like the previous TVC campaigns of Kinder Joy, the Raksha Bandhan campaign also comes under the umbrella of the campaign Khao Khelo Khush Raho.
The storyline of the Raksha Bandhan TVC Campaign
Curious to know the storyline of the Rakhi campaign ad?
A little girl asks her mother why she needs her brother to protect her when she can protect herself. The mother replies that it will be better with a partner. The ad then flows to the visual of the little angel tying a Rakhi on her brother’s wrist and telling him that they are partners in protection. Accepting it, her brother gives her a Kinder Joy, and the ad ends with the mother blessing them.
Through the conversation between the mother and the girl child, the brand portrays that girls can protect themselves, and it will be better to have a partner. The brand introduces the concept of Equality & Inclusivity in relationships via edutainment.
Kinder Digital Hub
‘Kinder Digital Hub’ is another added attraction to this Rakhi Festival. Scanning the QR code given in the Rakhi Share Pack or logging on to kinder.com, kids can enter the magical kinder world.
The brand has conceptualized two characters, ‘Ki & Jo’, who would welcome the kids to super-exciting stories, games, and filters inspired by the traditions based on Raksha Bandhan. Through the Kinder Digital Hub, the brand also allows people to win fabulous prizes like iPads and Kindles. Let us check out what the brand is trying to convey with this special Raksha Bandhan Campaign.
Key Takeaways from the Kinder Joy Raksha Bandhan Campaign
Through the entire edutainment journey, the brand is enlightening the kids with the importance of sibling relationships and the Rakhi festival. The brand depicts the concept of gender equality and educates the public. With the digital hub concept, Kinder Joy spreads the message of Indian values and culture through fun games and stories. The exciting prizes help the brand reward the customers and enhance the connection they have with the brand.
This is not the first time Kinder Joy is enticing the customers with exclusive and unique festive campaigns. The brand is well-known for promoting the familial value of being together and bonding over traditional festivals. The 2021 Diwali campaign of the brand featuring the importance of Indian traditions was a trend-setting example of the brand’s unique campaign strategy during celebrations.
What’s your plan for the special day? Celebrate with Kinder Joy.
Khao! Khelo! Khush! Raho!
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