INDIA: Duville Estates has launched an evocative Raksha Bandhan campaign, #GotYourBack, reimagining the festival as a heartfelt celebration of protective love that leaps over traditional boundaries. This initiative wraps over every single moment that has left an indelible imprint in one’s memory. Be it with any sibling, a mentor, someone who has always had that invisible wrap of protection across one’s life. It could even be a pet that one has grown up with, a roomie or a bestie, or a first. Essentially, anyone who’s been there for you and has always had your back. The intent is simple yet deeply meaningful: to create a space, both online and offline, where people can express and celebrate the bonds that make them feel seen, safe, and supported.
As part of the campaign, Duville Estates is encouraging its community, which includes all its followers and the existing homeowners of its flagship Riverdale micro-township, to share short video messages, reels, post a story, and [email protected] on Instagram using the hashtag #GotYourBack. The community is invited to participate by recounting a memory that they cherish or express a heartfelt promise to someone who has played a protective and instrumental role in their lives. These stories will add a new dimension to Raksha Bandhan as a celebration of empathy, loyalty, and connection. Select entries will be rewarded with exciting vouchers as a token of gratitude and recognition.
The brand is also creating a unique on-ground experience at the Riverdale sales office with the installation of a physical ‘Wall of Promises’. Visitors, channel partners, and customers can easily scribble a message on a post-it paper, tie a Rakhi, and attach it to the wall, transforming a simple gesture into an act of affirmation and love.
Speaking about the campaign, Bennett Fernandes, Head – Marketing & Brand, Duville Estates, said, “We felt that we’d do something different from the predictable brother-sister relationship paradigm that gets showcased. With #GotYourBack, the campaign is rooted in human warmth and resonates with how people form positive experiences and bonds that create an indelible imprint.
Raksha Bandhan stands for protection in the traditional sense, but protection can come from anyone. We believe Riverdale is a living community. The #GotYourBack campaign shows Duville Estates’ continual efforts to build this. And with this campaign, we’re giving that community a voice and a reason to pause and appreciate the people who have stood and continue to stand by us quietly, consistently, and unconditionally. It reflects the brand’s commitment to turning insightful human moments into memories and real estate into emotional real-life experiences”.