MAM
Celebrate this Raksha Bandhan with a #HeadWaaliRakhi – A CSR Initiative by Exide Life Insurance
MUMBAI: This festive season, Exide Life Insurance has interpreted the conventional idea of Raksha Bandhan, but with a twist! As a part of their Corporate Social Responsibility Campaign – Helmet Saves, the company has come out with a new campaign, #HeadWaaliRakhi to celebrate this festival that symbolises love and promise of protection between siblings.
Siblings, no matter how much they enjoy troubling each other, are also always protective of, and look out for each other. The sister-brother bond is very strong and they often show their care by bullying the other. Exide Life Insurance has captured this sweet emotion with a relatable film, while also ensuring that their message of safety, i.e. of wearing a helmet while riding a two-wheeler, is captured seamlessly.
The new film opens with a young man in his 20’s hurrying home on his two-wheeler to make it in time for the Rakhi celebrations with his sister. But when he reaches home, there is something else that the young sister notices that worries her. Although his late arrival has her annoyed, she uses the occasion and showcases her care and promise of protection for her brother. Before tying a Rakhi, she straps a helmet onto his head calling it a ‘Head Waali Rakhi’. She reiterates this by telling him that only when he keeps himself safe, will he be able to keep her safe.
While on Raksha Bandhan, sisters tie Rakhi to their brothers symbolizing their bond and the promise of protection from their brothers; in this film, the roles are reversed and the message is equated to keeping the brothers safe by advising them to wear a helmet always while driving a two wheeler.
Mr. Mohit Goel, Director – Marketing and Digital, Exide Life Insurance said “The importance of adhering to road safety rules cannot be understated. In India, Helmet is still not viewed as a necessity while riding a two-wheeler even though wearing one is one of the primary means by which two wheeler riders can protect themselves, and their pillion riders, from untoward injury. As a part of our CSR initiative, Helmet Saves, this year we have kicked off the awareness drive with our latest film set around Raksha Bandhan. Through this video, and all its relatable characters, we want to not only celebrate the bond between siblings but also want to bring forth the true sense of ‘Raksha Bandhan’ – the promise of protection.”
Helmet Saves, a robust CSR campaign was launched by Exide Life Insurance in 2017 to create awareness on the importance of wearing a helmet while riding a two-wheeler. As a part of this campaign, a survey was conducted on the helmet wearing habits among riders. The trends revealed were startling – nearly 50% of parents would allow their children to ride a motorcycle helmetless, and 75% see such child pillions riding unprotected at least once a day. The alarming trend of children not wearing helmets despite being one of the most vulnerable sections of the society, spurred the company into expanding its focus to Child safety with Helmet Saves Children in 2018.
Through its Helmet Saves campaign, Exide Life Insurance remains committed towards spreading awareness on helmet safety through continuous engagement by reaching as many Indians as possible.
MAM
Lakmé launches SPF infused makeup range with ‘I Earned It’ campaign
Lakmé 9to5 Hya Beach Edit blends sun protection, hydration and colour.
MUMBAI: If the Indian summer insists on turning up the heat, beauty brands are learning to keep their cool. Lakmé has unveiled a new campaign titled “I Earned It” to introduce the Lakmé 9to5 Hya Beach Edit, its first makeup range infused with SPF. The campaign features brand ambassador Aneet Padda and positions the collection as a blend of sun protection, skincare and long wear colour designed for India’s hot and humid climate.
Part of the Lakmé 9to5 portfolio, the new range expands the brand’s long running narrative around the confident working Indian woman. With the “I Earned It” message, the campaign shifts the focus slightly, celebrating not just ambition but also the idea that downtime and personal moments are equally deserved.
The campaign film follows a modern professional navigating a day that moves effortlessly between work calls, coffee runs and evening plans, reflecting the fast paced routine of urban life where indoor polish often meets outdoor exposure to the sun.
Hindustan Unilever Limited chief marketing officer for beauty and wellbeing Sunanda Khaitan said the product was developed with India’s climate and lifestyle in mind. “Living in a country with high sun exposure made us rethink what long wear beauty should deliver. With the Lakmé 9to5 Hya Beach Edit we are bringing together sun protection, hydration and high performance colour in a single step,” she said.
The new range is formulated with SPF and powered by hyaluronic acid, a skincare ingredient widely used for hydration. According to the brand, the products are designed to remain intact in heat and humidity with sweat proof, transfer proof and water proof formulas.
The aim is to merge skincare benefits with cosmetic performance, offering lightweight finishes that stay fresh even during long days outdoors.
Padda said the campaign resonated with her own routine of balancing work and personal time. “‘I Earned It’ is a reminder to celebrate yourself without guilt and enjoy the moments you have worked hard for. The campaign reflects that spirit with makeup that feels fresh, effortless and designed for real life,” she said.
The campaign was developed by Ogilvy, where creative leaders Mihir Chanchani and Zenobia Pithawalla described the concept as reflecting a Gen Z mindset that embraces both hustle and leisure.
The Lakmé 9to5 Hya Beach Edit collection is now available on the brand’s official website, major online marketplaces and retail stores across India.
