Celebrating Rakhi with Impact: Why OOH Media Still Wins Hearts and Minds

Raksha Bandhan is one of India’s most emotionally resonant festivals—a celebration that blends tradition, sentiment, and togetherness. For brands, it’s also a golden opportunity to craft campaigns that go beyond transactions and create moments of emotional connection. And while the digital space often takes the lead in modern marketing, Out-of-Home (OOH) media continues to play a crucial role in making these festive narratives truly unforgettable.

Here’s how three brands leveraged OOH for Rakhi and what marketers can learn from them.

1. Cadbury Celebrations – “Iss Rakhi, Kuch Accha Ho Jaaye”

Cadbury, rolled out a large-scale OOH campaign across 16 cities. The brand went big—literally—with life-size billboards, mall facades, and LED media networks. In Mumbai, they created an unmissable festive spectacle by installing massive, illuminated rakhis at Vile Parle (on the airport route) and in Worli.

The result was instant festive recall. The campaign worked because it didn’t just advertise—it created a shared city moment. The combination of high-traffic visibility and heartfelt messaging ensured that Cadbury owned a key slice of the festive conversation.

2. Amazon India – #DeliverTheLove (2016)

Though primarily designed as a digital-first campaign, Amazon India made a smart move by extending #DeliverTheLove into OOH and print media. The message focused on emotional connection over physical gifts—a subtle but powerful narrative during Rakhi.

By showing up in both digital and physical spaces, Amazon strengthened its festive storytelling. The OOH presence acted as a constant visual reminder in the days leading up to the festival, making the campaign feel truly omnipresent.

3. Kalyan Jewellers & Swiggy Instamart – Dual Rakhi Billboard Activation (2025)

In Gurugram, an innovative installation brought together two very different but complementary brands. On one side of the setup, Kalyan Jewellers promoted their “Gehna for Behna?” gift card, appealing to the tradition of gifting jewellery to sisters. On the other side, Swiggy Instamart promised 10-minute Rakhi delivery, offering a modern, convenience-driven twist.

The two boards were physically connected by a giant decorative rakhi, making the entire installation a visual metaphor for bridging tradition and modernity. This creative execution turned heads, generated conversations, and delivered shared visibility for both brands. It proved how collaboration and smart placement can amplify festive impact.

Why OOH Still Matters in Rakhi Campaigns

Campaigns like these show that OOH media offers something digital can’t replicate—a physical, high-impact presence that blends cultural relevance with creative spectacle. Large-scale visuals, from glowing 3D rakhis to symbolic collaborative installations, turn everyday spaces into festive landmarks.

OOH also reinforces emotional narratives by anchoring them in the real world. A heartwarming story that starts online can be made unforgettable when people encounter it on their daily commute. Even subtle OOH integration, as in Amazon’s case, can deepen brand recall and enhance cross-platform consistency.

Collaborations, like the Kalyan–Swiggy example, show another layer of opportunity—two brands sharing a common festive theme can co-create a single, powerful visual asset. And when those visuals tie directly to festival traditions, they resonate even more deeply.

Key Takeaways for Marketers

First, go big where it counts—high-traffic zones during festivals offer unmatched exposure. Second, don’t see OOH as separate from digital storytelling; instead, use it to echo and amplify your online narrative. Third, explore partnerships that make creative and commercial sense, allowing both brands to benefit from shared visibility. And finally, blend tradition with modernity in your messaging—this duality speaks to multiple generations at once.

Rakhi is more than a date on the calendar—it’s an emotional touchpoint. With the right OOH strategy, brands can transform that emotion into memorable, city-wide experiences that people not only notice but also talk about long after the festival ends.

Where BuzzOmni Fits In

Creating an OOH campaign that resonates during a festival like Rakhi isn’t just about finding billboard space—it’s about designing experiences that connect emotionally while delivering measurable brand lift. At BuzzOmni, we help brands integrate outdoor media into their broader marketing mix—whether that’s through large-format displays, interactive installations, or festival-themed transit media.

From ideation to execution, our approach ensures your brand is not only seen but remembered—turning festive moments into lasting impressions.