On this Rakshabandhan occasion, Bikano, a well-known FMCG food brand with strong connections to the cultural heritage of Bikaner, Rajasthan, took its heartfelt celebration of sibling affection to the kids at the “Sweet Home” orphanage in Najafgarh. As an extension of its ongoing #PyarkaMeethaBandhan campaign, the brand’s recent initiative strives to bring happiness, forge significant relationships, and promote adoption as a meaningful avenue to broaden the scope of family bonds.
Embracing the essence of Rakshabandhan, a festival that symbolizes the lasting connection between siblings, Bikano embarked on a touching journey by visiting the “Sweet Home” orphanage. The children inhabiting the home were granted a day filled with delight, celebration, and companionship. The occasion witnessed not just the sharing of presents and confections, but also the ceremonial tying of rakhi threads, representing a fresh tie of affection and safeguarding.
Manish Aggarwal, Director of Bikano, Bikanervala Foods Pvt Ltd, said, “Rakshabandhan is a festival that beautifully encapsulates the essence of love, companionship, and protection. As part of our ongoing #PyarkaMeethaBandhan campaign, we believe in extending this celebration to every corner of society, especially to those who may yearn for the warmth of sibling love. Our visit to ‘Sweet Home’ was an enriching experience, and we are humbled to have shared the joy of Rakshabandhan with these wonderful children.”
Kush Aggarwal, Head of marketing at Bikano said, “Love transcends blood relations, and the essence of Rakshabandhan is universal. With our campaign, we want to inspire not only the spirit of festivity but also highlight the potential of adoption as a means to create unbreakable bonds. Every child deserves love, care, and the joy of sibling companionship.”
Launched a year ago, the #PyarkaMeethaBandhan campaign strives to deeply connect with individuals and ignite significant bonds, all while spotlighting adoption as a deeply compassionate gesture. The campaign’s most recent chapter presents an emotive story wherein a young boy’s desire for a sister to tie him a rakhi is realized through adoption, underscoring the notion that love transcends all barriers and constraints.
Amidst the nationwide festive spirit of Rakshabandhan, Bikano’s dedication to nurturing affection, connections, and empathy strikes a profound chord. The brand’s presence at the “Sweet Home” orphanage and the ongoing endeavors of the #PyarkaMeethaBandhan campaign stand as a testament to the potent force of love and togetherness that unites us all.
