Narrating a poignant story of brother-sister love. The campaign also continues to spread the Company’s message of equalizing gender roles in the kitchen.
For years, Raksha Bandhan advertisements have relied on typecasts like the brother gifting something sweet to the sister. This year, BL Agro, for its flagship product Bail Kolhu, wanted to utterly change the narrative. Against this backdrop, the brand launched a digital campaign, #PyaarKiBarni, which is going live from August 9 on all social media platforms such as YouTube, Facebook, Twitter, Linkedin, Instagram, Sharechat, and DTH. The campaign unfolds with a man pickling mangoes while reminiscing about his mother doing the same, waiting for the salted and spiced mangoes to be seasoned in the sun, and finally bringing the pickle to his sister.
Although the stirring campaign doesn’t directly address the festival of Raksha Bandhan, it is filled with nuanced meaning. A brother honors a nostalgic wish of his sister and brings not a traditional gift of something sweet but a gift of memory in the shape of a tart, piquant mango pickle. A touch of unspoken humor that evokes a wistful smile in the otherwise poignant ad is the shocked surprise of the sister that her brother could replicate ‘maa ke hath ka said.
“For the campaign, we wanted Bail Kolhu to take a step back and let the bond between a sister and brother shine. We also wanted to evolve the idea we conceptualized for #RasodeMeinMardHai – breaking the preconceived notion that the kitchen is solely a woman’s arena and promoting men cooking. So, the #PyaarKiBarni campaign showcases both. A man carries on the tradition of pickling. A custom that is conventionally passed down from mother to daughter or daughter-in-law. And a brother celebrates a family’s love by fulfilling a fleeting and melancholic wish of his sister,” says Ghanshyam Khandelwal, Chairman, BL Agro.
“BL Agro has always been a socially conscious company and their communication for Bail Kolhu, visionary. When we were ideating the campaign, highlighting these were essential. The campaign was born from the bittersweet realization that during certain moments in life, like when you’re about to become a parent, what matters most is the bond you share with loved ones. And even something as simple as a brother answering a sister’s craving for an ‘achaar,’ made extra special with Bail Kolhu’s flavor, can make that bond more momentous and memorable.”
Leads Brand Connect, CEO Sanjay Srivastava
