Rakhi Festival: Close by Mail
The Rakhi festival - when sisters tie a wristband on their brothers’ right hands, is very popular in India. If the sister cannot physically tie the band around her brother’s wrist, she sends it by post. India Post chose DuPont™ Tyvek® as the envelope material for these Festival mailings because it met all the necessary parameters, including security, a distinctive appearance, and its ability to create excitement for the Festival in the marketplace. Further, use of Tyvek® envelopes also contributed to an increase in profitability for India Post. The concept was tested in 2006 with 500,000 envelopes. In 2007, 1,700,000 Rakhi envelopes were sold.
The success of this promotion greatly raised awareness of the DuPont™ Tyvek® brand of envelopes in India.