‘Bandhan’ translates to mean – ‘a strong bond’ or ‘strong ties’ and was envisaged as a long-term relationship building program for channel partners who would receive carefully selected articles as a token of appreciation for their contribution. Many cultures believe in gifting talismans created to protect against the evil eye and to bring good luck in the form of charms. The direct mailer drew from a cross-cultural influence to include a set of charms and talismans which are frequently used in homes to ward off bad luck and to usher in good luck.