MUMBAI: Sapient Razorfish has bagged an award for the best construction online video at the prestigious 2017 Internet Advertising Competition Awards for their campaign for UltraTech Cement - #RealRaksha. Presented by The Web Marketing Association, the Awards were announced on 29 March, 2017.

With the interpretation of ‘Raksha’ or protection becoming increasingly archaic, it was important to bring forth a perspective that was not thought of before. The campaign communicated the concept in a unique way, drawing on UltraTech Cement’s core belief that protection doesn’t just involve strangers on the street, but begins at home. For the campaign, Sapient Razorfish built on the narrative of protection with the theme of Raksha Bandhan as a platform.

The campaign was successful in driving the message on the hypocrisies associated with the concept of protection, and the need to change at an individual level. In addition to sensitizing people, the campaign became an instant hit online, garnering a total organic reach of 4,594,524 on Facebook, with 499 comments, 16,000 shares, and total views of 38,53,643.

“This award corroborates our shared commitment to excellence, and the vision that was interpreted successfully,” said Sapient Razorfish India senior creative director Dinesh Swamy. “We always challenge ourselves to be innovative and engaging. The award is a great motivation to keep striving to excel and deliver our best to every project, and every client”, he added.

“The message of true protection and strength to understand that comes from within has been captured well in this film,” said Aditya Birla Group UltraTech cement marketing services senior VP Kumar Pillay.