The integrated marketing agency, Hashtag Orange, has partnered with The Man Company (TMC), India’s leading men’s grooming brand, to conceptualise and execute a groundbreaking Raksha Bandhan Rap music video. Offering a refreshingly new look into the world of sibling relationships, this rap is a fresh, modern take on a deeply emotional brother-sister bond.
The agency’s primary goal with this partnership was to elevate the brand perception of TMC from one that only caters to a mature audience to a dynamic brand that also appeals to younger generations. Hashtag Orange’s strategy focused on bringing about this shift by embracing a new-age, daring style. The uniquely fun Rakhi Rap, by the talented rapper Ashwini Hiremath, not only fills the gap in contemporary music that celebrates brother-sister relationships, but also perfectly encapsulates their light-hearted, playful nature.
With a young female voice delivering relatable lyrics, this rap marks a departure from the sentimental content usually associated with this holiday. It also positions TMC’s grooming sets as the ideal gift for sisters who are looking to pamper their gentlemen brothers this festive season. By highlighting the witty banter and love-hate antics as well as the genuine love and care that make up a sibling relationship, the lyrics appeal to today’s audiences who appreciate a more authentic take on things. The video has generated significant engagement from the target audience, already garnering over 6 million views.
Mukesh Vij, Founder of Hashtag Orange, said, “With this collaboration with The Man Company, we have defied industry norms yet again! The Raksha Bandhan Rap is a bold, innovative spin on a traditional festival that departs from the usual tearjerker narrative surrounding it. This first-of-its-kind song is already making waves, and we expect to see it trending on social media soon. This will not only establish The Man Company as a trendsetter but also highlight their grooming sets as top gifts for brothers this Raksha Bandhan.”
Sharing his elation at the success of this film, Gaurang Menon, Regional & Creative Head at Hashtag Orange, added, “We’re stoked to have executed the Raksha Bandhan campaign for The Man Company – A beautifully shot film that captures the complex dynamics of sibling relationships in authentic and playful way. By Challenging the typical tropes of the genre, we’ve delivered a fresh film that perfectly aligns with The Man Company’s brand values, with a music track that’s sure to get everyone grooving.”
Jatin Luthra, AVP – Marketing at The Man Company, emphasised the brand’s commitment to challenging and revolutionising traditional narratives. “This campaign offers a more dynamic and authentic look at a much-loved festival, showcasing our dedication to blending the best of tradition and innovation. The lyrics provide a beautifully nuanced perspective on the inside jokes and unspoken, yet understood, love that create the delightful chaos of brother-sister relationships. We are thrilled by all the positive responses to the campaign. Not only is this heartfelt tribute resonating deeply with our audience, but it is also driving significant interest in our premium grooming products.”
