Idea Cellular's 2013 Raksha Bandhan film, from Lowe Lintas and Partners, cast a Delhi traffic policeman as the emotional center of its festive campaign. A woman stopping for directions near the Red Fort tied a Rakhi on the on-duty officer's bare wrist, prompting him to share his mobile number as a promise of help. He made good on it moments later, stepping in when two men targeted her nearby. Rather than push tariffs, Idea tied its network to public safety, extending the message online through the "Khakee Rakhi Bro" Facebook app. Agency: LOWE Lintas (now TBWA\Lintas) Brand: Idea Cellular (now Vodafone Idea Limited / Vi)  Director: Rahul Sengupta DOP: Vishal Sinha Production House: Lintas Productions #SSRakshabandhanWatch