Iss Baar Mera Number Hai - Anmol Biscuits | Clapboard Ad Archive
Iss Baar Mera Number Hai from Anmol Biscuits, created by Meraqi Digital for Raksha Bandhan 2025, repositions one of India’s most recognisable confectionery brands at the heart of cultural transformation by directly challenging the gendered roles implicit in traditional sibling rituals. The campaign’s creative idea is simple yet disruptive: in an evocative film, a brother ties a rakhi to his sister, reversing an entrenched custom and symbolising a more reciprocal, egalitarian understanding of love within families. Where the festival of Raksha Bandhan has long celebrated sisters as givers of protection and brothers as recipients, Anmol Biscuits makes the emotionally resonant case for love unconstrained by prescribed social scripts, using the relatable shorthand of snacks and shared family moments to ground the story in everyday reality. The execution is confident and emotionally ambitious, inviting audiences to see themselves in the narrative while implicitly positioning Anmol Biscuits as a brand unafraid to engage with evolving social values. Strategically, the move signals an acute awareness of shifts in Indian family dynamics, targeting a younger, urban, and socially attuned audience that craves both authenticity and contemporary relevance from legacy brands. In sidestepping product-centric messaging and eschewing benefit-driven narratives, the film exemplifies what Clapboard’s taxonomy classifies as FORMAT#5 — Exemplary Story, embedding the product as an unspoken yet vital companion to moments of connection and transition rather than as the subject of the communication itself. Instead of overstating or underlining Anmol Biscuits’ role, the brand inhabits the background, a constant in the changing tapestry of relationships, which adds credibility to its positioning as an enabler of modern celebration rather than a claimant to centerstage. This is brand storytelling that views cultural tradition as an evolving dialogue, aligning itself with shared values rather than appropriating them. In a category where Britannia translates heritage into mass trust, Parle routes emotional equity through nostalgia, and ITC’s Sunfeast courts the aspirational, Anmol Biscuits’ campaign is less an appeal to the past than a carefully articulated vision of the present and near future. Clapboard rates this 63/100. As the category faces growing pressure to meaningfully differentiate, Iss Baar Mera Number Hai demonstrates how brands can credibly intervene in ritual while respecting the emotional intelligence of the Indian consumer.
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