Hawkins encourages brothers to put effort for sisters this Raksha Bandhan

Hawkins’ Raksha Bandhan campaign delves into a behavioral trait of men, deeply rooted in cultural nuances. Created by RK Swamy and produced by Films Rajendraa, the digital film is the centerpiece of Hawkins’ "Cash vs Gift" campaign. Uniquely, while women are the primary consumers of the brand, the campaign's message is powerfully directed at men—specifically brothers.

Producers Neeraj Suji and Parvinder Kaur of Films Rajendraa remarked, "As filmmakers, we were immediately drawn to the film's unique idea and unconventional storytelling, which avoided the predictable overdose of sentimentality. The lack of references for such a film made the project even more exciting."

The film, scripted by Ankur Suman, Partner and ECD at RK Swamy, along with Ankush Sharma, Senior Creative Director, highlights how sisters carefully select different Rakhis for each of their brothers and cousins, considering their distinct personalities. They invest time and energy into this thoughtful process. However, when it comes to giving Rakhi gifts, brothers often take the easy way out by handing over cash.

"Brothers often justify their laziness by telling their sisters that they’re giving cash so they can buy whatever they want," says Ankur Suman, who also narrates the film. "The message is conveyed in a poetic and gentle manner, maintaining the warmth and approachability of the Hawkins brand," adds Rajesh Nambiar, Senior Partner at RK Swamy.

The campaign encourages men to make an effort for their sisters and pay attention to their unspoken wishes. "We were determined not to create a typical ad disguised as a film with a social message—no hard selling. The execution has exceeded our expectations, delivering a beautiful, emotional script that reads more like a poem, with flawless execution under tight deadlines. The results speak for themselves," says Neil Vasudeva, Executive Director of Marketing at Hawkins Cookers Limited.