Ads with a cause: Brands work their way on Independence Day, Raksha Bandhan

From consumer goods to fashion and lifestyle as well as aircraft manufacturers, cause-led advertising rules the day

Amazon India has an ad that has a sobbing brother asking his sister to teach him how to tie the two ends of the rakhi around his wrist so that they don’t unravel when he has to do it all by himself. The campaign labelled #DeliverTheLove ends with the siblings in tears as the brother leaves for his hostel and the sister stays home.

Bajaj Allianz General Insurance is announcing its new brand identity, ‘Caringly Yours’ through its campaign for Independence Day. The storyline expands upon the concept of the country’s freedom with the freedom to love. Titled ‘Pyaar Ki Azaadi,’