MUMBAI: Come festival time and brands get into an overdrive mode and Raksha Bandhan is one such occasion. Nudging consumers brands are suggesting the perfect gift for the occasion.

Breaking the clutter, Postpickle.com has launched a web film with a rather unique message. The communication created by Ogilvy Mumbai urges brothers to give up the use of the cuss word “behen****” as the ultimate gift to sisters.

O&M Advertising Mumbai executive creative director Harshad Rajadhyakasha said, “The idea was to get men to think twice before dragging sisters into their fights. The word is used so commonly that people don’t even give a second thought to its meaning. We want people to give that second thought. It would truly be a difficult but worthy gift for a sister.”

O&M Advertising Mumbai executive creative director Kainaz Karmakar added, “The campaign launched on Friday and we have been overwhelmed by the response. We expected women to react warmly to the film but all the positive responses from the men have surprised us, in a good way of course.”

O&M Advertising senior vice president Abhik Santara opined, “We have almost started to use the word as a filler - the gravity of it is seldom realised. To make matters worse, it cuts across geographies and SECs, albeit with its own regional twang. I am sure this eye opener will make people hesitate before using this word!”