MAM
This Raksha Bandhan ICICI Lombard shows that ‘Protection’ is not always a brother’s strength
MUMBAI: On the occasion of Raksha Bandhan, ICICI Lombard, one of the leading non-life insurance companies in India, is celebrating the festival with the underlying message that ‘protection can come from anyone.’ The new digital campaign showcases how it is the sister who plays the role of protector, unlike what has been traditionally upheld.
Inherent in this campaign is ICICI Lombard’s core brand adage, ‘Nibhaye Vaade’. So, this Raksha Bandhan tie a rakhi on your sisters’ wrists too, as they can be the protector at times.
With today’s women venturing across all spectrum of business, sports, entrepreneurship, winning awards and touching new records, the campaign showcases the ‘promise of protection’ in a novel way. Today a rakhi is tied with a promise of mutual protection, without spelling out who the protector is, thus giving the deep-rooted protector-protected paradigm a required nudge.
ICICI Lombard’s new digital campaign drives the theme of ‘Raksha’ or ‘Protection’ that pivots around the paradigm of protection. Since human interest stories tug at one’s heartstrings, ICICI Lombard has opted for ‘storytelling’ as a medium of expression.
Set in the foothills of Northeast India, the film showcases a brother narrating the heroic stints of his ‘didi’. While buying ‘rakhi’ and ‘mithai’ for his ‘didi’, the brother recounts – how his sister saved him from bullies in school or empowered him to be brave enough to face hostility and threats in life. He then goes on to say that the first time she tied a rakhi, she told him that it was with the promise to ‘protect,’ between the two. It is only towards the end of film is when one realizes that his protector is none other than world champion boxer Mary Kom.
On the campaign, Sanjeev Mantri, Executive Director, ICICI Lombard, said, “On the campaign, Sanjeev Mantri, Executive Director, ICICI Lombard, said, “We are living in interesting times. Women are out in the world making a place and name for themselves. In this scenario, the festival of Rakshabandhan which symbolises the bond of a brother protecting the sister too needs to undergo a change When we discussed this emerging trend and how to communicate it effectively , we thought of none other than Mary Kom, who represents one facet of women power. And the story being narrated by her brother brings out the progressive yet emotional angle. Mary Kom represents the spirit of perseverance, discipline and determination and she protects – all the qualities which ICICI Lombard believes in, while endeavouring to deliver on its promises to its customers.”
Talha Mohsin and Mahesh Parab, Group Creative Directors, said "Doing a brand communication on Raksha Bandhan, a festival about keeping promises needs to be more than organic for ICICI Lombard. This year we wanted to make a statement as well, a progressive one. This campaign is a beautiful narrative of a brother, Khupreng Mangte and his sister that is a reflection of changing times. While shooting with Khupreng, we realized one thing, that his sibling stories reflected our sibling stories, his progressive outlook represented ours. The beauty about doing work that's a 'slice of life,’ is that it is a slice of everyone’s life."
MAM
BLR Airport Launches ‘Connections’ Service to Ease Transit Travel
New initiative targets smoother transfers as Bengaluru hub traffic rises 30 per cent.
MUMBAI: Missed connections may be a traveller’s nightmare but Bengaluru is trying to make them a thing of the past. Kempegowda International Airport Bengaluru (BLR Airport) has rolled out ‘Connections by BLR’, a new transfer programme designed to take the friction out of connecting journeys. Built around three pillars ease, efficiency and experience,the initiative aims to simplify what is often the most stressful leg of air travel.
The move comes as transfer traffic at BLR Airport climbs sharply, up more than 30 per cent year-on-year. Transfers currently account for around 15 per cent of total passenger traffic and are projected to touch 20 per cent by 2026, signalling a clear shift in how the airport is positioning itself within airline networks.
At its core, the programme focuses on making navigation intuitive and downtime more comfortable. Dedicated transfer desks have been set up across terminals, supported by colour-coded wayfinding blue and yellow signage designed for quick recognition. Inter-terminal movement is being streamlined through complimentary shuttle services with predictable wait times, while designated transfer zones aim to reduce passenger confusion.
Beyond logistics, the airport is leaning into experience. Travellers in transit now have access to a wider choice of lounges, curated retail and food and beverage options, as well as sleeping pods for short stays. For longer layovers, transit hotels in both Terminal 1 and Terminal 2 offer boutique in-terminal accommodation, an increasingly sought-after feature as global travel patterns evolve.
The timing is strategic. BLR Airport now connects to 114 passenger destinations 80 domestic and 34 international with key routes spanning Delhi, Mumbai, Kolkata, Hyderabad and Pune domestically, and Singapore, London Heathrow, Dubai, Abu Dhabi and Kuala Lumpur internationally. Recent additions such as Hindon, Bidar and Silchar within India, alongside Dammam, Hanoi and Riyadh overseas, are further expanding its reach.
Infrastructure is also catching up with ambition. Developments including the West Cross Taxiway, Terminal 1 refurbishment and Terminal 2 expansion are laying the groundwork for higher capacity and smoother operations critical for any airport aiming to become a serious transfer hub.
Bangalore International Airport Limited chief operating officer Girish Nair framed the initiative as both a response to demand and a forward-looking play. He pointed to the growing depth of the airport’s network and the opportunity to build a more reliable transfer ecosystem that benefits both passengers and airline partners.
In an era where travel is as much about transitions as destinations, BLR Airport is betting that a seamless connection might just be the journey’s most important upgrade.
