| Title | Schmitten Moments: This Rakshabandhan, start a new tradition. #EkRakhiAur |
| Agency | ADK Fortune |
| Campaign | #EkRakhiAur |
| Advertiser | Schmitten Luxury chocolates |
| Brand | Schmitten Moments |
| Date of First Broadcast/Publication | 2018 / 8 |
| Business Sector | Chocolate, Bars, Candies, Chewing-Gum |
| Philosophy | Schmitten Moments wishes to champion the thought of equality and respect with its latest campaign conceptualised by ADK Fortune - #EkRakhiAur. Rakshabandhan celebrates the love and the bond that a brother and a sister share. As per convention, the sister ties a Rakhi on her brother’s hand in exchange for a promise of protection from evil. But in the present day, where society is giving women the equal status which they deserve, this tradition is not enough. The initiative by Schmitten Luxury Chocolates, #EkRakhiAur urges sisters to tie not one, but two Rakhis to their brothers. The second Rakhi is a promise of respect, where the brother supports the sister to live her life on her own terms. The sister thanks the brother for empowering her and giving her the respect of an equal. Manifested in Schmitten’s latest slice-of-life digital film, the idea lends a new dimension to the relationship between brother and sister, enriching the bond in its own sweet manner. Schmitten Moments is a gifting pack with an assortment of Schmitten Luxury chocolates and Hoppits Chocolate bars. The brand believes in adding sweetness to every moment in life, thereby making every moment memorable. Schmitten believes that these wonderful moments last a lifetime – a thought summarized by its brand tagline “Moments Make Memories”. Actively leveraging social media, Schmitten’s initiative is helping curate such stories of equality. As a part of the digital campaign, its live contest is giving a platform for the audience to voices such beautiful moments. Schmitten hopes to invite more people to engage with the idea and share their stories before the 26th August. |
| Media Type | Digital |
| Length | |
| Founder and Chairman of Rajhans | Jayesh Desai |
| National Creative Director | Akashneel Dasgupta |
| Creative Team | Ravi Mishra |
| Creative Team | Shyam Nair |
| Creative Team | Ritesh Narang |
| Creative Team | Sanjana Pearl Sen Choudhury |
| Account Management | Shruti Negi |
| Account Management | Mukul Angral |
| Account Management | Asmita Goswami |
| Digital Team | Tarun Joshi |
| Digital Team | Prateek Vishwakarma |
| Digital Team | Meha Khera |
| Director | Manoj Pillai |
| Executive Producer | Nancy |