Daawat Basmati Rice works social distancing in Rakshabandhan campaign

Featuring a banter between a brother-sister duo, the Daawat festive campaign spot highlights the social distancing way of celebrating Rakshabandhan.

The festival of Rakshanbandhan finds its root in the concept of protecting your sibling all things evil. On this day, typically brothers and sisters meet to celebrate the festival by typing rakhi and exchanging gifts. However, this year, due to various COVID-19 restrictions and the need for social distancing, the usual rituals aren't possible. The Daawat Basmati Rice Rakshabandhan campaign spot takes note of this and portrays the tale of a sibling duo wishing each other over a video call.

Also Read: Kurkure’s new campaign gives an ode to Indian families

As for the brand connection, the ad film shows the brother in the kitchen, making kheer according to his sister's recipe. She is shown to be astonished as the fact. The little dialogue here reflects on social conditioning and the traditional roles of men and women in households. He ultimately makes a beautiful and assumably delicious bowl of kheer, a traditional sweet dish made of rice and milk.

Speaking about the campaign, Ritesh Arora, India & Far East Business Head, LT Foods, said, "Through this campaign, we want to indicate the true and different meaning of Rakshabandhan. Also, keeping in mind the current situation, precautions and safety play a crucial role and that’s how we came up with ‘Khud ki raksha karke apno ki raksha karein', as in the end the bond of love and relationships matter the most."