FNP ( formerly Ferns N Petals), a gifting platform, has launched a new campaign for Raksha Bandhan titled ‘Rakhi Banayein Khaas.’ The campaign highlights the role of sibling support in achieving personal dreams. Avi Kumar, chief marketing officer at FNP, talks to BrandWagon Online and provides insights into the campaign’s theme and execution.
The campaign features a story about a badminton player struggling during a match. His coach hands him a rakhi from his sister, reminding him of the dreams they shared and the first badminton racket she gifted him. This memory reinvigorates him, and he ties the rakhi on his racket, symbolising the support that helps him succeed.
“The campaign focuses on the powerful belief that siblings help and support each other to achieve their dreams,” says Kumar. “Growing up together, siblings often share many dreams and face various challenges. During these challenging times, the belief and support from loved ones can give us the strength to succeed.”
FNP’s campaign also showcases their Rakhi hampers, emphasising their same-day delivery service across the country and globally. The company claims to deliver 85% of PIN codes in India and to many other cities worldwide. “We are one of the few players able to provide such extensive and timely service,” Kumar notes.
FNP offers same-day delivery options in cities like New York, New Jersey, Seattle, and across Canada. Kumar explains that the creation of these hampers is a detailed process. “Our Rakhi offering team starts working on the next year’s collection at least a year in advance. They look at trends and what consumers are seeking to make the Rakhi collection very special.”
The platform features handcrafted rakhis sourced from different regions across the country and made by artisans and various partners. Each Rakhi is curated along with a hamper to make it a complete package. According to Kumar, the thought behind sending a rakhi to a sibling is to make them feel special. “Today, consumers want to send not just a single rakhi but a collection, allowing the brother or sister to choose his or her favourite.”
The hampers include rakhis for siblings, their partners, and their children, curated with thoughtfulness and the aim to deliver a special emotional connection. These hampers can be personalised with messages and products tailored to the recipient’s tastes.
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