Zepto has launched ‘Rigged Rakhi’, a Raksha Bandhan campaign built around sibling rivalry and the idea of giving sisters the upper hand in the traditional festive game.
The campaign introduces ‘Rakhi Roulette’, where brothers spin a wheel but the outcome is designed to favour their sisters. The concept uses the familiar banter and competition between siblings to create a playful take on Raksha Bandhan gifting.
Zepto has partnered with Cadbury Celebrations and GIVA for the campaign, bringing chocolates, jewellery and other gifting options into the festive proposition. Two campaign films have been released as part of the activation, along with ‘Rakhi Roulette’ flyers.
Rakhi belongs to the sisters! There I said it. And brothers must do everything to make the sister happy. That's the insight we went with, this Rakhi and launched a Rigged Rakhi (think of Rakhi roulette) where spinning the needle will decide what will brothers give to the sisters. Like I always say that Brand Marketing is culture hacking and the culture we are hacking this time is the 'Shagun ki Thali' where we have incorporated the usual gifts that brothers must get for their sisters, (Cadbury Celebrations) because meetha to chahiye na! and Bespoke Silver Jewellery because why not! Brothers, dont go cheap! Make the sister happy. The fights can wait! Thanks to the good folks at Mondelez for ringing in the Rakhi Celebrations, the bling folks at GIVA, the Rakhi A-team and the Designers for bringing the idea to life."
The campaign positions Zepto around the gifting moments associated with Raksha Bandhan, while using the sister-first game mechanic as the central creative device.
