🎀 1. Giva’s “Ties of Love” – Dogs and Rakhis
Brand & Star: Giva Jewellery featuring Anushka Sharma
Campaign Concept:
- In the “Ties of Love” film, Anushka Sharma ties a rakhi not to her brother, but to her pet dog—a playful and emotional subversion of tradition
- She humorously jokes about expecting a gift, only for the dog to lead her to a Giva jewellery box surprise—tying the emotion of Rakhi to the idea of gifting jewellery
Strategic Insight:
- The campaign reframes Raksha Bandhan as a celebration of all relationships based on care and protection, beyond siblings to include friends, chosen family—and even pets
- Giva positions jewellery not as a ritual token, but as an emotional, lasting expression of affection.
Activation:
- Exclusive digital video launch, influencer collaborations, gifting guides, storytelling posts, and Instagram teasers featuring Sharma and her dog
Why it works:
- Sweet emotional twist.
- Breaks cultural norms with charm, not controversy.
- Jewellery is elevated as meaningful and evergreen vs. temporary gifts like sweets or cards.
🍜 2. Knorr’s Ramen Campaign Ft. Samay Raina – Rowdy Ramen
Brand & Persona: Knorr Korean Ramen series with comedian/influencer Samay Raina
Campaign Concept:
- A cheeky behind-the-scenes-style film set in a creative agency: influencer pitches go off-script—scripts get tossed, tea spills on ramen samples, brainstorming turns chaotic—and Samay Raina ends up presenting it all as the campaign itself
- Though Ramen remains incidental, the brand message is about irreverence, spontaneity, and marketing meta-commentary.
Tone & Style:
- Totally self-aware and edgy—embraces influencer unpredictability while showcasing humour and content creation culture.
Why it stands out:
- It’s a witty nod to the awkward tension between structured marketing plans and free-spirited influencer creativity.
- Reflects modern digital culture while keeping the ramen product in the mix (flavours like Kimchi, Gochujang, Jjajangmyeon series) Marketing Mind.
🔍 Quick Comparison
| Campaign | Emotional Hook | Tone | Platform Focus |
|---|---|---|---|
| Giva – Ties of Love | Warm, sentimental, familial pet bond | Emotional, sweet | Digital, social media |
| Knorr – Ramen Chaos | Creators gone wild—brand-self parody | Humorous, irreverent | Digital-first, influencer reel |
🐾 Broader Trends Behind These Campaigns
- Pets as emotional family members: India’s pet market is rapidly growing, and brands are tapping into pet parenthood to reflect real emotional bonds. Brands now launch pet‑friendly rakhi products, edible pet treats and toys designed for the occasion, and digital conversations celebrating “pets in Rakhi” culture
- Meta marketing & creator chaos: There’s appetite for content that laughs at marketing conventions—this approach resonates in a cluttered digital space where authenticity and irreverence stand out.
✅ In Summary
- Giva’s “Ties of Love” uses emotional storytelling By redefining Rakhi to include pets and deliver heartfelt messaging with Anushka Sharma.
- Knorr’s ramen campaign flips creative-control drama into brand equity through a humorous, behind-the-scenes reel featuring Samay Raina—highlighting influencer culture and digital-native humour.
Together, they embody a creative shift in Indian advertising: bold enough to bend traditions and self-aware enough to nod at the absurdities of marketing itself
