Raksha Bandhan is an Indian festival that celebrates the love between a brother and sister. It's coming up on 3 August and I started curating a Raksha Bandhan Board on INSPO - my AI Inspiration Partner.
Currently, there's no way to share Boards publicly but there soon will be. Until then, I wanted to manually share the inspiration from my Board, in the hope that it sparks some ideas.
Let's dive in.
Here are some of my rough notes from the Board:
💭 Brother and Sister are 'relative' relationships, i.e. you are a brother or sister, only if you have a brother or sister. Could campaigns focus on the different and subtle aspects of this relativity on Raksha Bandhan? E.g. I (a brother) am because you (a sister) are.
🌎 The essence of Raksha Bandhan is love and protection; this is relevant to people all around the world, not just families in India.
🤫 Protection has different dimensions: physical, mental, emotional and even keeping secrets.
😂 It's okay for brands to be light-hearted and have fun. Imagine dating apps celebrating all the guys whose crushes didn't give them Rakhis (cotton bracelets gifted by a girl to a brother or someone she considers a brother, who must then treat her as a sister). This way, their romantic love survives another day.
💕 Raksha Bandhan shares rituals and narratives with International Friendship Day, e.g. wearing bands (Rakhis) and the bonds underlying these. ♾️ What's the geometry of the event? Is it an infinite loop symbolised by the never-ending thread? If so, why is it taking people back in time (through memories) rather than into the future?
😼 Even though they fight, Tom and Jerry protect and care for each other. Just like brothers and sisters.
🥶 Rakhis are protection against the winterliness of the world.
🥱 As Raksha Bandhan approaches, brands become predictable and boring (e.g. pushing Cadbury ads on TV). What if instead they surprised and delighted? Or even shocked?
😢 Is the festival a moment for apologies? Not all siblings have been there for each other, and this could be a chance to come together. A friend in advertising recently told me that brands are often afraid to focus on negative emotions in campaigns, lest they lower energy. But sometimes by embracing the sadder realities of life, a brand is humanised and creates permission for meaningful conversations.
What's new on INSPO?
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