Amazon India has rolled out a film for Raksha Bandhan, conceptualised by Ogilvy & Mather. The festival falls on 18 August this year.
The film features an elderly man packing his travel bag while his son looks on. As he jostles around looking for his yellow shirt, his son reminds him about the pain in his knees. This reminds the man to pack his medicines. The son tells him that it does not make sense to travel to Delhi to get a Rakhi tied. This reminds the old man to check his ticket to Delhi. The son interrupts again and suggests that if he wants to gift his sister something, he should order it from Amazon. He shows him sarees and dinner sets on the phone and says he could pick them or something else too.
The older man explains why he's making the trip. His sister doesn't have teeth, he tells his son, and when she puts on her dentures, her smile is priceless. If he books a gift online, the gift will reach his sister but he won't be able to see that smile, he tells his son. He rushes forth again, so that he doesn't miss the train.
The film ends with a voice over that says 'Is Raksha Bandhan, hum gift toh pahucha denge, but pyaar toh aap hi ko pahunchana padega' (We'll deliver the gift for Raksha Bandhan, but only you can deliver the love).
The film was published on Amazon India's YouTube page on 7 August.