It's the time of the year when we remember and celebrate the love between brothers and sisters. The 'bracelet of protection' tied around a brother's wrist makes the advertising world all excited. Each brand wants to outdo the other in milking out maximum emotional mileage from the festival. The protection offered lasts one year and with each Raksha Bandhan, brands gear up on social media with new messages to 'add value to these festive times.

Thus, the festival is popular, not just for brands but also for ad-makers. It offers an exceptional spectrum of ideas and opportunities. Every brand tries to leave strong impressions and social messages for its followers.

Brands and ad makers are making a greater effort this Raksha Bandhan knowing that this year's festivities will be special. Bonding within families after the two years of distancing due to the pandemic, will touch a new high. People will be travelling great distances to celebrate the festival in person, and those abroad will try to come home rather than have the rakhi sent by courier.

Brands will take a stand on social issues and voice their support for things that matter.

Social responsibility will be the focus

The most affected during the pandemic was the COVID orphans. Children in thousands were rendered homeless, many were left to fend for themselves. Keeping that in view, brands will define their narrative impacting society. Something must be done for these children and it is the community's responsibility to spread awareness.

The role of the service sector

The service sector kept its positive approach despite all the impediments that rocked the world in the last two years. So, brands will continue to celebrate the contribution of these brave service sector warriors.

Emotional content

India is an emotional country and though it has ranked 136 in the happiness index in a survey of 146 countries by Cantril Ladder of Life Evaluation, the spirit of the nation celebrates happiness during festivals. Income inequality was always prevalent but the gap became wider during the Pandemic. Brands will try to cross this chasm and create messages that can brighten up the world.

Inspiring hope

Economic growth is slow and people are taking cautious steps to limit expenses. Layoffs and pay cuts have robbed smiles from many homes. However, the promise of a better future with innovative solutions can help the common Indian to be hopeful again.

The highest in social relevance

In the past years, the most relevant social issues have been poverty, overpopulation, lack of education, corruption, gender discrimination, inequality of region and caste, communalism, unemployment, domestic violence, and drug abuse. The list is long. Creating a connection between people and the problem, making them aware, may bring about solutions for many.

While festivals are all about celebrating and spreading happiness, messages can never be enough. Advertisement has a responsibility as it connects faster than any other media. According to a report in Business Standard, over 70% of the population prefers watching ads that show the Indian culture and talk about our legacy. So, when it's an Indian festival like Raksha Bandana or the Independence Day, messages must transcend all caste and creeds, bringing down the divide between religions, and endeavour to make a meaningful impression on society.