Honoring the eternal bond between siblings, Nourish launched a DVC across media to showcase the love through food in its campaign #UmarBharKaVaada. A much loved and appreciated thought, the campaign showcased older siblings rather than younger ones usually seen during Raksha Bandhan to emphasis the timeless promise.
Honoring a lifetime of love and understanding between a pair of sibling, Nourish launched its DVC #UmarBharKaVaada that unlike most Raskha Bandhan campaigns showed a senior citizen couple. Here too the brand leveraged a similar ideology of its counterpart Bail Kolhu - the mustard oil brand from the house of BL Agro - men cooking.
Shorter clips of the 3 minute long DVC were then run on YouTube and other DTH platforms.
Media was leveraged to promote this campaign and the bond and concept was well received by audiences - who had on a monotonous scale seen only younger siblings showcasing this same love through multiple campaigns around Raksha Bandhan.