To celebrate the occasion of Raksha Bandhan this year, BL Agro has recently launched a Digital Video Commercial (DVC) for its flagship mustard oil brand Bail Kolhu. Raksha Bandhan is the auspicious Hindu festival which marks and celebrates the sweetest bond of love and care between brothers and sisters. The digital campaign with a catchy title #PyaarKiBarni has gone live across all digital channels, including Facebook, Instagram, Twitter, LinkedIn, ShareChat, YouTube and DTH.
Bail Kolhu Raksha Bandhan DVC Film begins with a man receiving a call, after which he is shown buying green unripe mangoes while reminiscing about his mother doing the same. Then he prepares mango pickles by chopping unripe mangoes followed by adding spices and Bail Kolhu edible oil to them. After that, he waits for the salted and spiced mangoes to be seasoned in the sun and finally brings the pickle to his sister.
Then the story connects the dot with the phone call. The call was from his sister. During the call, she remembered how their mother used to prepare mango pickles for them. By giving his sister a jar full of mango pickles, the brother wants to express the sweetest bond of love, affection and care towards her. Moreover, he also wants to minimise the agony that she was experiencing due to their mother’s death.
A majority of Raksha Bandhan commercials follow traditional approaches in which the brother gives some kind of sweet to his sister. BL Agro, on the other hand, creates an innovative narrative for its renowned brand, Bail Kolhu, this year.
Despite the heart-touching digital commercial doesn’t specifically mention the Raksha Bandhan festival, it shows the purest bond of affection and love between siblings. The mango pickles here symbolise the beautiful memory of their mother.
"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," said Ghanshyam Khandelwal, Chairman and Managing Director of BL Agro Industries Pvt. Ltd.
This Bail Kolhu Raksha Bandhan special ad film was conceptualised and filmed by Leads Brand Connect, a 360-degree advertising and marketing agency based in Noida. In the past, the agency has created many successful ad campaigns for Bail Kolhu viz. Naam Hi Pehchan Hai, Swaad Se Samjhauta Nahi, Khushbu Ka Yaadon Se Rishta, Chuno Sahi, and more.
Since its release, this Bail Kolhu Raksha Bandhan DVC Film has received numerous accolades and positive responses from people across all digital channels. The ‘Pyaar Ki Barni’ Bail Kolhu advertisement is undoubtedly one of the top Raksha Bandhan ads of this year.
