How are Brands Marketing Their Products on Raksha Bandhan 2024?

Gifts never fail to delight us—well, almost every one of us! Unpacking our presents while being thrilled is a feeling that we simply long for and that is bound to get our dopamines racing beyond measure. Gifts are traditionally exchanged in a wide variety of cultures on a range of festivals and other occasions among people of different religions and ethnic groups. These presents were generally bought from gift shops earlier, but with the advent of digitalization, things have taken a slight turn for the better.

Gift shops have gone digital with their exhaustive range of gift products in a mix of categories. They are affordable and available to everyone, delivered right to their doorsteps.

Raksha Bandhan is one of the popular occasions that symbolizes the unbreakable bond between brothers and sisters, with roots deep into the Hindu tradition. Furthermore, it is one such festival where gifts are mandatory. This is the reason why gift shops have always appeared to be crowded, with both men and women queuing up to buy presents for their brothers and sisters.

Nowadays, the process remains similar, except for one change – gifts are often bought online. This shift has led to increased competition among startups. Their efforts to market their gift products have transformed into an exciting and diverse platform for new entrepreneurs, marketing enthusiasts, and others.

With Raksha Bandhan ahead, brands cannot afford to pause their marketing efforts. In this article, we have put together a list of various brands and how they are marketing their products on Raksha Bandhan 2024.

Sirona Hygiene

Sirona, an award-winning brand, is breaking taboos in the feminine hygiene industry by introducing unique products that address unsolved period, intimate, and toilet hygiene issues that women confront from puberty to menopause. Sirona also offers some ‘India’s first’ innovative products like Period Pain Relief Patch for period pain, PeeBuddy Urination Funnel, Rash-free Black Pads, Menstrual Cup Steriliser kits, among other unique products. Sirona products are Toxic-Free, Allergy-Fee, Cruelty-Free, Vegan, and are Made Safe Australia Certified.

This Raksha Bandhan, Sirona invites everyone to step beyond traditional gifts and focus on meaningful gestures that ensure the safety and well-being of their loved ones. By gifting the Impower Pepper Spray, you not only express your love but also take a proactive step towards their protection.

Sirona, India's leading feminine hygiene brand (part of the Good Glamm Group), has launched a powerful new Raksha Bandhan campaign featuring the Impower Self Defence Pepper Spray. Shining a spotlight on the stark safety divide between men and women, Sirona's latest Rakhi campaign highlights this disparity. It encourages everyone to take active steps in protecting their loved ones by empowering them with the Impower Self-Defence Pepper Spray. While men often feel relaxed and secure in daily situations like walking at night or taking a cab, women navigate a world where vigilance is an unavoidable reality.

The campaign video highlights just that and has already garnered over 1 million views, resonating with audiences across the nation, and reflecting on Sirona's ongoing commitment to addressing the unique challenges women face and providing practical solutions to enhance their safety.

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Rakhi Products: Impower Pepper Spray is a non-lethal self-defence tool designed to bridge this safety gap. It provides women with a device that can be used in unfortunate circumstances where they may need to protect themselves. The spray causes a severe burning sensation in the eyes, excessive tearing, breathing difficulty, extreme coughing, and a runny nose for about 45 minutes, giving women enough time to escape danger.

Special Offer: MRP INR 350, discounted price INR 164

KLF Nirmal

KLF Nirmal Pvt. Ltd. is a leading brand, offering high-quality coconut-related products. As Raksha Bandhan approaches, KLF Nirmal has curated a special range of gifting options that resonate with the essence of this cherished festival. The focus is on promoting health and wellness, providing siblings with the perfect gift that symbolises care and love.

For Raksha Bandhan, KLF Nirmal is leveraging social media platforms to highlight its unique product offerings. The brand is focusing on storytelling that connects with the festival's spirit, emphasising the significance of health-conscious gifts. Additionally, they are engaging customers through interactive posts and exclusive online offers.

Rakhi Gifting Products: Key Raksha Bandhan gifting products include the Nirmal VCO (Virgin Coconut Oil) and Nirmal Cold-Pressed Coconut Oil, both known for their purity and health benefits.

Special Offer: KLF Nirmal is providing a limited-time discount on their Raksha Bandhan gift hampers, ensuring that siblings can share the joy of giving with premium, health-oriented products.

Top Raksha Bandhan Ad Campaigns

The bond between brothers and sisters has been beautifully captured by some of the timeless Raksha Bandhan campaigns. Here are some of the best Rakhi ad campaigns.

StartupTalkyApoorva Bajj

DRK Jewels

DRK Jewels was started as a traditional heirloom brand in 1955. With the passing of the years and the 2nd and 3rd generations managing the business, there have been a lot of changes in the brand. In today's times, DRK Jewels cater to the urban and chic Indian who understands jewelry and has a refined taste. A lot of the population today is working, and they like to wear jewelry that is contemporary and can complete the day's look. During festivals, the focus is mainly on mid-size ticket items, which include bracelets, rings, and chains that can be worn on a daily basis.

At DRK Jewels, they firmly believe that there is nothing better than word-of-mouth publicity. While this has been one of their strongest weapons, they also promote their gifting range on different social media platforms. These platforms are a big hit in today's day and age and also help in creating a good recall for the brand. They also run festive offers on making charges, exchanging old jewelry for new, etc.

Rakhi Gifting Products: Some of the brand's key gifting products have been their best sellers and have been much appreciated by the clients. They define the success story. Some of DRK Jewels' key gifting items are:

1. Filigree earrings inspired by Persian architecture have been one of the most sought-after products from DRK Jewels. Immaculate craftsmanship and detailed design have been its strongest USPs. This piece is the perfect gift for any occasion.
2. Ruby emerald pearl and diamond bracelet cum choker—surrounded by excellent craftsmanship and creativity, this piece is one of the best products by DRK Jewels.
3. Temple jewelry inspired by Lord Ganesha with the finest intricate work, all handcrafted, is one of the finest pieces by DRK Jewels.

Special Offers: For first-time buyers, DRK Jewels is offering a 15 percent discount on Diamond and Polki jewelry.

Sugandh Lok

Sugandh Lok is a new luxury agarbathi brand from the house of Sarathi International. With a 75-year legacy of ethically made, high-quality agarbathies, Sarathi has been the choice of global connoisseurs in over 43 countries. To offer the Indian consumer even more value, Sugandh Lok offers agarbathies of the same globally preferred quality and purity from the source. Their experience center and website help you take home Sugandh Lok products directly from their immaculate facilities in Bengaluru.

Raksha Bandhan is a special time of the year that celebrates the beautiful bond between brothers and sisters. The brand has a beautiful collection of gift sets and Signature collections exclusively curated to be mementos during special celebrations like Raksha Bandhan.

Rakhi Gifting Products:

Signature Collection: Sugandh Lok’s Signature Collection is the epitome of luxury agarbathis that will transport you to a world of indulgence and tranquility. Every stick is a work of art, crafted by master perfumers, and boasts a 75-year-old formulation with organic ingredients that ensures high fragrance retention. Experience the richness of natural herbs and spices, blending into a perfect harmony and create truly exceptional fragrances. (Price: Rs. 700, discount: 15%)

Gift sets: Celebrate with naturally divine fragrances!
Make celebrations memorable for friends, family, and yourself with our exclusive collection of agarbathi gift sets. Each hamper contains an assortment of handcrafted luxury agarbathies with both traditional and modern fragrances, as well as Sugandh Lok’s unique blends. With a Sugandh Lok hamper, you’re gifting divinity and purity to your loved ones. (Price range: INR 300 to INR 2,700; discount: 15%)

Special Offer: The brand is offering a flat 15% off on gift sets and signature collections.

GIVA

GIVA, being an affordable premium jewelry startup, is witnessing a paradigm shift in consumer behavior related to the gifting culture, with people exploring options like silver rakhis that can be cherished for a longer time. The maximum demand is for products like sets, pendants, and rings around Rs 1,500, where affordability and the premium feel of the product drive the demand.

On Raksha Bandhan, GIVA's silver rakhi came with a designer box of roli chawal and a rakhi wish card for the brothers. It introduced traditional rakhi designs as well as some quirky designs in silver. The affordable price range and ease of sending rakhi online helped it gain customers from all parts of the country.

The marketing activities mainly focused on establishing silver rakhi and silver jewelry gifts as an alternative to traditional rakhis and gifts. The brand created short videos that ran on its Instagram channel, YouTube, Facebook, etc. It also leveraged OTT platforms leading to an increase in reach in tier 2 and tier 3 cities as well.

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GoPaisa

GoPaisa is a new-age business model in the cashback domain that offers cashback and coupons on a wide array of products and services, spanning travel, lifestyle, apparel, electronics, and more. Its major target audience is served through the digital space.

As Raksha Bandhan approaches, GoPaisa presents a spectrum of Rakhi sales and exclusive offers for you to explore. Benefit from exceptional discounts of up to 80% on renowned platforms such as Amazon, Flipkart, Myntra, IGP, Cadbury Gifting, and more. Discover unique deals on gifts, rakhis for brothers, chocolates, and other categories. Additionally, elevate your savings with GoPaisa's cashback option on every purchase.

Conclusion

Marketing has become more interesting with each passing day, but what it really aims at is driving convincing sales through it. The marketing strategies of these startups, specifically tailored for Raksha Bandhan, are creatively innovative and gripping, which is bound to hook people in during this festive season. We hope they turn out to be successful in their own specific ventures and contribute to the celebratory spirit of Rakhi with their unique approaches.

Happy Raksha Bandhan 2024!

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StartupTalkyPratiksha Bajikar