Culture at the doorstep.
Rakhi is full of recognisable sibling personalities. The activation matched those personalities to mithai and brought the idea into consumers’ homes through flyers in Zepto orders.
The flyer was a chance to make an ordinary delivery feel seasonal and personal. The wider Rakhi communication—‘Keh do dil ki baat, Haldiram’s ke saath’—gave that playful moment an emotional context.
The part I played.
I was part of the Haldiram’s team coordinating the brand communication and consumer touchpoints alongside the wider Rakhi campaign.
- 01
Start with the relationship people already recognise.
- 02
Make mithai part of the personality and the gifting choice.
- 03
Use the delivery moment to carry the campaign into the home.
An activation with a clear role.
The job was to connect the product, the relationship and the occasion. The resulting creative brought the same thought into the physical delivery experience.