Godrej Industry Group’s Owned Media Properties L’Affaire and Vikhroli Cucina Unveils Heartwarming Raksha Bandhan Films

Bangalore, 19 August 2024: From our first frenemies to our oldest friends, siblings hold a very special place in our hearts. A relationship that transcends borders and time but rarely wavers. Godrej Industries Group (GIG), through its owned media platforms Godrej L’Affaire and Godrej Vikhroli Cucina, unveils two digital films celebrating Raksha Bandhan featuring Godrej Jersey. These films honour sibling bonds by blending tradition with modern values, highlighting themes of love, and connection, while subtly challenging gender stereotypes.

Godrej L’Affaire celebrates the spirit of Raksha Bandhan with a heartwarming film that unconventionally intertwines the values and traditions of the festival with #RespectAllBandhans, the third in its series. Historically, the roles of protector, breadwinner, and decision-maker were assigned to men; But times have changed and so why not celebrate our bonds with a new perspective? Raksha Bandhan highlights the sacred bond of protection and love between siblings, and this film takes a unique approach showcasing a role reversal in the traditional Raksha Bandhan ritual. Godrej L’Affaire subtly challenges gender stereotypes and invites viewers to join them in celebrating the beautiful bond of siblingship.

Link to the film: https://www.instagram.com/reel/C-wnkpXy2Je/?igsh=MXQxdzk0enBteXl3bg==

Godrej Vikhroli Cucina’s digital film, “#SweetBonds,” hits a little closer to home, it is a nostalgic journey into the heart of siblinghood. It humorously rewinds time to capture the playful banter, to bickering over trivialities, and cherished moments that have shaped their bond. The film beautifully portrays how distance cannot dampen the love and connection shared between siblings. As the video unfolds, it culminates in a heartwarming Raksha Bandhan celebration, where a sister surprises her brother with a thoughtful ‘sweet’ gift. This gesture symbolizes the enduring sweetness of their relationship and the power of shared memories to bridge any gap. Godrej Jersey Mysore Pak becomes a metaphor for the sweetness of their bond, reinforcing the idea that love knows no distance.

Link to the film: https://www.instagram.com/reel/C-wahFZCcR6/?igsh=cnQxb3cwd2dzNXdo

Talking about the campaign Tanya Dubash, Executive Director & Chief Brand Officer, Godrej Industries Group said, “This Raksha Bandhan, our films celebrate the deep and enduring bonds that define sibling relationships while embracing an unconventional perspective. These stories highlight the timeless love between siblings. From food wars to playful ribbing, all shared moments between siblings have now become ‘Sweet Bonds’. Resonating with the idea that distance cannot diminish the sweetness of shared moments the video reminds us to cherish these little moments, for they are gone in a blink of an eye. Our films reflect our commitment to honouring these invaluable connections, ultimately celebrating the strength and love that unite us.”

Commenting on the campaign, Bhupendra Suri, CEO, Godrej Jersey said,” Sweets play an essential role during festive celebrations in our country. A day of celebration and spending time with your loved ones, it adds up to festive delights. At Godrej Jersey, we have always focused on building trust and forging strong bonds with our consumers. Hence on the auspicious occasion of Rakhsabandhan, we are hopeful that our sweet products – Godrej Jersey Mysore Pak and Godrej Jersey Doodh Peda – will allow our consumers cherish the traditional and modern value of this auspicious occasion,” he further added.

By blending tradition with modern values, the campaign invites viewers to appreciate and honour diverse relationships, ultimately promoting a more inclusive and empathetic world.