'Don't say Behen***d', urges PostPickle

In the video themed around Raksha Bandhan, created by Ogilvy & Mather, the social media company questions the need to use cuss words in everyday language.

Apart from 'brother love', gifts are something sisters look forward to on Raksha Bandhan. However, the latest campaign from PostPickle has a completely different take on the perfect 'gift' for the occasion.

In the new campaign by PostPickle, we see a young girl taking to Skype to thank her brother for all that he has done for her. From toys to cell phones to earrings, her brother has always gifted her things she wanted. However, she has a special request for Raksha Bandhan this time around. Her gift, as she reveals soon after, would be her brother refusing to use cuss words which imply abuse to any sister. The campaign has been conceptualised by Ogilvy & Mather.

The social entertainment and video company was founded in 2014 by Varun Malhotra. It provides listicles and short features on a range of topics including entertainment, DIYs, lifestyle, fashion and videos.

The video has got 55,000 views on YouTube in three days. On Facebook, the video has been viewed around 40,000 times. Along with the video, the site also has a series of digital posters on the same theme #ForASister. These show cuss words being used in a bar fight, when one is overjoyed or even to lovingly address friends.

The idea is to let women in general and sisters in particular live with more dignity, without being dragged into someone's curse. The site has organised a sign-up as well, asking viewers to join the movement.

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