Campaign India Team
Aug 11, 2022

Nirmalaya sends rakhis to the Indian army

Rediffusion conceptualised creatives for the project, 'Raksha+Bandhan c/o 56 APO' to send rakhis to soldiers in Galvan and Leh

Nirmalaya sends rakhis to the Indian army

On the occasion of Raksha Bandhan NGO Nirmalaya send rakhis to Indian army soldiers. 


Under the project, Nirmalaya will send rakhis to our Army jawaans (soldiers) on the frontier all through the year rather than just only on Raksha Bandhan day. 


The rakhis will be sent to the army post office, popularly known as ‘c/o 56 APO’, which will then send them to soldiers in Galvan and Leh. 


Rediffusion Studios ideated and conceptualised the concept of 'Raksha+Bandhan c/o 56 APO'. The agency has designed the creatives, including a microsite at where the rakhis can be purchased and gifted to the soldiers on India’s frontiers. 


Pareena Oberoi, strategic head, Nirmalaya, said, "Nirmalaya is proud to have initiated this thought-provoking initiative of ‘raksha ka bandhan’ (bond of defense) for our real brothers! Nirmalaya thanks its brothers at the borders for not only protecting us all the time but relentlessly laying down their lives if need be to protect our country. We at Nirmalaya can’t thank them enough! Team Rediffusion helped immensely in making this Project c/o 56 APO happen."


Monica Mannem, marketing consultant, Nirmalaya, said, “The idea curated by the Rediffusion team to extend a common man’s love and gratitude to the brothers serving on the borders has been an amazing standout. Being part of Nirmalaya and working for this initiative has been an amazing experience for me. The project has a lot of scope because it not only connects us with the soldiers at the border but is also indirectly helping the households in generating employment and promoting their livelihood." 


Virendra Tivrekar, executive creative director, Rediffusion, said, “This project is straight from the heart. Gratitude for our brave soldiers triggered this simple but effective idea. When Nirmalaya briefed us on these hand-made rakhis but rued the fact that the sale is focused on Raksha Bandhan only, we decided to make it a round-the-year 365 days ‘donate-and-honour’ communication. The soldiers will feel the warmth, and the poor households that make this wrist magic will gain monetarily.”





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