India – Reliance General Insurance has partnered with creative agency SoCheers to launch a heartwarming campaign film that celebrates the unique bond between siblings, just in time for Raksha Bandhan.
Titled #BachaateRaho, the film captures the heartfelt, everyday moments that define the essence of sibling bonds. It portrays the promise of mutual care and support as siblings stand by each other through life’s challenges.
The film begins with a father and daughter deeply engaged in a cricket match. Suddenly, the younger brother rushes in, visibly distressed, seeking his sister’s help. In a relatable, everyday moment, the sister steps in to calm him down and reassures her father, suggesting that they start preparing to turn the young boy into a future cricket star.
Conceptualised and executed by SoCheers, the film beautifully captures the unbreakable bond of siblings, emphasising that relationships matter more than any circumstance. As the brother’s damaged car is seamlessly protected by Reliance General Insurance, the film subtly showcases the company’s reliable services, like instant video claim assistance and door-to-door pick-up and drop-off.
Reliance General Insurance’s campaign aims to convey that, much like siblings who support each other, the company also provides unwavering convenience and care at every step.
The campaign film will be showcased across digital and social media platforms.
Prabhdeep Batra, chief distribution officer at Reliance General Insurance, commented, “With #BachaateRaho, we aimed to strengthen the emotional bond with our audience by associating Reliance General Insurance with the dependable and caring nature of sibling relationships. Just as siblings always have each other’s back, we are committed to being there for our customers during life’s health emergencies, reinforcing our promise to protect and support them every step of the way.”
Jitendra Hirawat, director of SoCheers Films, also said, “When we talk about Raksha Bandhan, we immediately resonate with our sibling bonds and the playful banter. We crafted a heart-warming ad film that captures a relatable sibling moment, mirroring the familiar bond we share with them. By subtly integrating Reliance General Insurance’s services, we draw a parallel between these small acts of care and the brand’s commitment to supporting its customers throughout life challenges.”
