The digital campaign conveys the eternal promise between siblings while also advocating BL, Agro’s initiative that normalizes men shouldering the responsibility of cooking
This year, in March, BL Agro introduced a revolutionary concept, normalizing that cooking is not a gender-specific role with its #RasodeMeinMardHai campaign. With Raksha Bandhan around the corner, the company wanted to utilize the festival to build upon this initiative that smashes right through the preconceived notion that only women must shoulder all kitchen duties.
This time the company wanted the world to view the concept from a different lens and from the perspective of a lifetime’s bond of love between a brother and sister. To that end, it launched a digital campaign for its brand Nourish titled #UmarBharKaVaada. The campaign heart-warmingly endorses both the men-in-kitchen cause and the sanctity and purity of a sibling bond and punches a strong emotional quotient. The campaign, #UmarBharKaVaada is going live from August 9 on all social media platforms such as YouTube, Facebook, Twitter,
Linkedin, Instagram, Sharechat, and DTH.
It opens with a very familiar scene. An elderly brother is reminding his sister to come home sooner for rakhi and then adroitly segues into him cooking kheer, the sisters favorite sweet dish. With script lines such as usko mere haath ki hi pasand hai,yeh to Bhai-Behen ka Pyaar hai, and " Pehle se bhi bahut ache hai," the soul-stirring ad not only demonstrates that men should cook too. It also tells the story of how long the protective relationship of siblings lasts, plucking at an emotional heartstring.
When we launched #RasodeMeinMardHai, we knew it wasn’t going to be a one-off campaign. The vision was to advocate it repeatedly, making it a norm for people to see men cooking. So, the crux of our Raksha Bandhan campaign was already in place. What we needed was some blue-sky thinking to tie in with the core value of the brand Nourish, The execution was equally brilliant, drawing a parallel between flavors and bonds. Just like certain flavors and tastes leave a permanent and unforgettable mark on our hearts, the connection of a brother and sister is eternal," adds Khandelwal.
Leads Brand Connect CEO, Mr. Sanjay Srivastava said BL Agro is a brand that has always disrupted the status quo. This time was no different. Convention dictates that ads rope in young actors, but when we pitched a quirky old man with just a slightly younger sister, they were completely on board. Our idea was to make Raksha Bandhan this year a memorable experience for elder siblings too and pay tribute to brothers and sisters who truly have kept the promise to protect each other for a lifetime. Hence, the hook – Kuch swaad hamesha ke liye dil mein bas jaate hain. Kuch vaade umar bhar nibhaaye jaate hain.