Categories Name : SPECIAL AWARDS
Sub-Category : Best Omni-Channel Campaign Management & Marketing Automation
Campaign Name : Brothers Who Care – Turning Rakhi Gifting into a Moment of Meaning on Q-Commerce
The “Brothers Who Care” campaign transformed Rakhi gifting from a transactional purchase into a meaningful expression of care, driving strong consumer engagement and business growth across quick commerce platforms. The campaign identified a key behavioral insight: while brothers were increasingly participating in Rakhi gifting, convenience and time constraints often limited meaningful purchase decisions. By combining emotional storytelling with high visibility across quick commerce platforms, the campaign ensured the brand remained both relevant and instantly accessible during peak gifting moments. Moving beyond conventional festive communication, the campaign focused on making gifting feel more personal and emotionally resonant. Daily refreshed creatives ensured contextual relevance throughout the festive period, helping the brand consistently stand out amidst heavy platform clutter. This resulted in a 2.8x increase in CTR compared to the previous year. To further deepen engagement, the campaign introduced gamified experiences and an AI-powered gifting tool that helped consumers discover personalised gifting options through utility-led interactions. Strategic collaborations also helped extend the gifting narrative into premium and emotionally driven categories, enhancing overall brand salience. Execution was driven through high-impact placements including homepage takeovers, Rakhi store sponsorships, and platform-native innovations across Blinkit, Swiggy Instamart, and Zepto. Real-time optimisation of budgets and placements ensured sustained visibility during the most competitive days leading up to Rakhi, while platform-focused investments helped maximise reach and conversions efficiently. The campaign delivered significant business impact, achieving 99% of planned offtakes alongside 79% year-on-year growth. Platform performance remained strong, with Blinkit delivering 118% of targets, while Swiggy and Zepto achieved 97% and 90% respectively. Media efficiency also improved substantially, with impressions doubling year-on-year and overall CTR increasing 2x, validating the effectiveness of the creative and engagement approach. Increased investments (1.9x) translated efficiently into a 1.8x growth in offtakes. Additionally, the brand achieved category leadership during Rakhi with 69% Share of Space and 55% Share of Market, proving that emotionally-led commerce experiences can drive both meaningful consumer connections and measurable business growth in a high-speed Q-commerce environment.