Your Newspaper Just Talked Back? Habuild's Raksha Bandhan Twist!

What if a newspaper could respond to readers? Habuild’s Raksha Bandhan initiative achieves just that. This Raksha Bandhan, this brand transformed a standard newspaper page into an interactive experience, complete with a real rakhi, a handwritten letter, and a digital surprise. Opening their newspapers this week, readers encountered a miniature blue envelope attached to an interior page.

Within the envelope, a blue-threaded rakhi adorned with small beads, alongside a folded letter, awaited discovery. The Habuild initiative, an online yoga platform, garnered attention across social media, with individuals praising the thought and execution behind the concept. A Page Designed as a Traditional Puja Thali Each page bears a resemblance to a traditional puja thali.

Decorated with roli, rose petals, and a bowl of pedas, all rendered in vivid colors, the page’s centerpiece is a QR code accompanied by a simple message: “Scan the Gift.” Upon scanning the code using a smartphone, the page transforms into an interactive video. Saurabh Bothra, who oversees Habuild’s online yoga sessions, appears in the video.

The user is then directed to a registration page for a complimentary 14-day online yoga challenge, which can be gifted to a sibling. While the physical gift may draw attention, the letter inside the envelope imbues the campaign with emotional resonance. Written in Hinglish, the letter commences with three familiar pleas siblings frequently extend: “Have you taken your medicines?”

“Take a short walk.” “Don’t forget to care for your health.” The letter elucidates the underlying sentiment: “We’re just thinking about you, without saying a word, without leaving a trace, a desire to see each other healthy and happy.” Concluding the letter, the campaign emphasizes its central theme: “So for this Raksha Bandhan, it’s not just about the promise of protection.

Also, give a health gift.” A Personalized Experience and a Health Centric Message The campaign distinguishes itself from conventional advertisements that are often read and discarded. The page is meticulously crafted to be kept. The rakhi can be detached and tied around a sibling’s wrist, the letter can be preserved, and the QR code can be scanned repeatedly.

Moreover, the campaign imbues a personal touch, with each newspaper copy featuring a hand-applied envelope containing the rakhi and letter. The campaign centers around the phrase “Iss Raksha Bandhan dijiye Health ka Shagun” and employs the hashtag #HabuildHealthKaShagun. By redefining the traditional notion of shagun, Habuild positions good health as a gift siblings can share with one another.

This campaign reflects Habuild’s broader strategy of infusing traditional advertising formats with interactivity. Previously, the brand introduced a breathing billboard in Haridwar, which invited traffic-stalled drivers to synchronize their breathing with the billboard—an outdoor execution that also resonated online. Now, the brand has extended this concept to a printed medium.

The newspaper page metamorphoses into a puja thali, a QR code transforms it into a video, and a diminutive envelope converts the advertisement into a rakhi gift. In a fleeting moment, the newspaper achieves what newspapers typically cannot—engaging in dialogue.