Raksha Bandhan

Raksha Bandhan, isn’t just a festival to celebrate a brother and sister’s love for each other. It is a timeless reminder of an everlasting bond between siblings. It’s a moment of pause each year to rekindle the relationship that lasts a lifetime. It’s a moment where the sister reminds her brother that no matter what turns life takes, she’ll always want her brother by her side. And the brother reciprocates with the assurance that he always will have her back. A bond made in blood, but a promise reignited every year.

Almonds embody the similar essence of care and well-being, with their nurturing and nourishing goodness. Mirroring the core belief of this festival – to protect and cherish this heartfelt bond. As the annual ritual unfolds, the gift of almonds by brothers to their sisters symbolises that love is expressed through the timeless gift of good health. ABC leveraged this opportunity through their latest Raksha Bandhan television campaign film.

The film that aired on leading television channels on 16^th August 2023, is a memoir of a younger brother reminiscing his relationship with his elder sister. How with every phase of life, their relationship has evolved. How she’s always been his go-to person, cheerleader and support in the house. But the sweet note it ends on is a silent realisation for the sister, that over the years her little brother has embraced this relationship by preserving the little moments by saving all the rakhis she gifted him over the years. This moment is made all the more special when the brother gives her the gift of good health, almonds.

Reminding all of us that there’s truly no better gift you can give than expressing love. Be it in special moments or with a pack of Almonds.