Ogilvy gives new meaning to brother-sister bond

11 Aug,2014

By A Correspondent


In keeping with the occasion of Raksha Bandhan, where brothers promise to protect their sisters, Ogilvy Mumbai got sisters to promise the same instead – an initiative supported by The Indian Head Injury Foundation (IHIF). Sisters came out in support of this cause of protecting their brothers, and their promises are taking centre stage on the web.


The brief received by The Indian Head Injury Foundation was simple: Raise awareness about head injuries. The immediate and urgent task was to first encourage ‘prevention’ – wearing helmets on two-wheelers was the first step to saving lives of motorists on two wheelers.


Sumanto Chattopadhyay, Executive Creative Director, Ogilvy South Asia said: “A sister buckling up a helmet on her brother’s head is a wonderful way to reinterpret the tradition of tying the rakhi. The raksha bandhan of the helmet buckle is doubly significant because it not only symbolizes the brother’s protection of the sister but it means that, in real terms, the sister too protects the brother.”


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