Schmitten Moments promotes equality via latest ad campaign

21 Aug,2018

By A Correspondent


Schmitten Luxury Chocolates has launched its new initaitive, #EkRakhiAur, that urges sisters to tie not one, but two Rakhis to their brothers. The second Rakhi is a promise of respect, where the brother supports the sister to live her life on her own terms.


Said Jayesh Desai, Founder and Chairman of Rajhans (Desai-Jain) Group: “Schmitten is a chocolate for the modern generation. In a category replete with heart-warming campaigns, we want to deliver a mature opinion. It is our aim to initiate change and address societal issues. #EkRakhiAur addresses one of the most pertinent issues of the day – of giving women their due right. #EkRakhiAur is a defining step towards achieving this goal.”


Added Rishabh Verma, Marketing Head of Schmitten “The festival of Raksha Bandhan needs to address the gender inequality that still exists in many Indian homes. Our latest initiative showcases the evolving relationship between a brother and sister through the brand lens. Schmitten wants to have a meaningful role in every special occasion such as that of Rakshabandhan and make these moments memorable.”


Said Akashneel Dasgupta, National Creative Director, ADK-Fortune: “With #EkRakhiAur, we are trying to start a new tradition of equality. A modern brother believes that respecting women starts at home. Which is why the second Rakhi stands for a promise of respect and acceptance of the sister’s freedom. The sister thanks the brother for supporting her decisions. This should be the ideal kind of status-quo between siblings.”



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