Ad Campaigns
Brand Factory’s Raksha Bandhan ad all set to redefine sibling bond
MUMBAI: Brand Factory, a fashion discount chain by Future Group, wants to make this Raksha Bandhan a unique experience for siblings. While the world focuses on highlighting just the sibling bond, Brand Factory took a different route to showcase not just the bond but how a brother plays a larger role in a sister’s life. The brand believes that there are unimaginable ways a brother supports a sister no matter how challenging and sometimes unachievable her dreams may seem.
Hence, this Raksha Bandhan, Brand Factory has introduced the #BrotherLikeNoOther campaign. This campaign is its attempt to celebrate those brothers who help their sisters chase and achieve their dreams. Dreams that are often shunned by society, but how a brother will only encourage and coax his sister to chase her dreams.
The campaign began during this week across the brand’s social media handles, Facebook, Twitter and Instagram. The concept of #BrotherLikeNoOther has been brought to life through a series of posts, contests and more that urge participants to share their experiences of how their brother has been a solid support system. The content connected well with audience which was proved by heart-touching sibling stories received on each post. The campaign was further amplified through FB posts which promoted Brand Factory gift cards. Through website integration purchasing gift cards became easy. At the very beginning of the launch, the campaign has received an exhilarating response of more than 6.5 million reach across its various social media platforms.
Simultaneously, mega influencers like Smriti Mandhana, Rajvee Gandhi to name a few and community pages like Awesome Things in India, Scrawled Stories will be joining the #BrotherLikeNoOther campaign soon.
To break the monotony of the generic brother-sister rakhi commercials, here’s a fun and quirky one-minute video conceptualised by Publicis Ambience. The video explains, no matter how crazy, how many demands; a brother can fulfill his sister’s wishes because Brand Factory has a deal for every demand. The video is live on its social media platform and has crossed over 1.5 million views already.
Brand Factory chief marketing officer Roch D’Souza says, “During festivals and occasions Brand Factory would like to be more relevant through its offerings and fabulous discounts, to its customers. We had a holistic 360-degree communication approach for the campaign and have been getting immense responses via personal stories and visuals, through our campaign thought of #BrotherLikeNoOther. This campaign was extended to all our stores through the gifting options for a sister be it shoes, handbags, womenswear and has helped drive women walk-ins to our stores.”
IdeateLabs business head Ashish Rana adds, “Our idea was to pay tribute to this great festival of Raksha Bandhan by highlighting the bigger role of brothers. And digital exploded the #BrotherLikeNoOther campaign by weaving a story around brothers who pushed their sisters to achieve their dreams. The content did work wonders as our social media handles were flooded with sibling stories. Now, we will take this campaign to the next level with digital influencers and community pages.”
Commenting on the campaign, Publicis MD and chief creative officer for South Asia Bobby Pawar mentions, “Brand Factory is a brand that disrupts the category, so we came to the obvious conclusion, how can its advertising be otherwise? When convention dictates that you show good-looking people who ooze an ‘effortless’ ‘aspirational’ ‘youthy’ attitude, we went in the opposite direction.”
Brand Factory is a chain of fashion discount stores with 72 outlets across 30 cities in India. It offers 200+ Indian and international fashion brands at 20-70 per cent discount, 365 days a year. It also offers a diverse range of merchandise at absolutely great prices in a refreshingly enjoyable ambience. Brand Factory stores include men’s formals, casuals, youth wear, women’s wear, sportswear, kids wear, footwear, accessories and more.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
