Mumbai: This Raksha Bandhan, brands across sectors are embracing creativity, emotion, and modern storytelling to celebrate the timeless bond between siblings. From jewellery and fashion to food, beverages, tech, and fintech, campaigns are blending tradition with contemporary themes — honouring not just the classic brother-sister relationship, but also friendships, pets, and chosen family. Whether through quick-commerce gifting solutions, luxury hampers, nostalgic moments, or social impact initiatives, these campaigns reimagine Raksha Bandhan for today’s world — making it more personal, thoughtful, and relatable.
Supertails
Supertails, a leading tech-enabled pet-care startup, is celebrating the bond of siblinghood by spotlighting our pets. Through its heartwarming Raksha Bandhan campaign, ‘Ghar ke Rakshak’, Supertails invites families to honour the unconditional love and companionship that pets bring into our lives. The campaign champions a simple, powerful idea that our furry companions deserve to be part of every celebration, every ritual, and every tradition as they are an integral part of our family.
Tanishq
Tanishq, India’s largest jewellery brand from the TATA group, has launched its Raksha Bandhan campaign, ‘Brothers Written by Sisters’, a touching tribute to the lifelong bond between siblings and the ways they shape each other. Building on the emotional legacy of its earlier ‘Fathers Written by Daughters’ film, this chapter turns the spotlight on how brothers and sisters exchange empathy, values, and emotional growth over a lifetime.
Conceptualised by Talented, the film captures the playful yet profound dynamic of siblinghood—where a sister often becomes her brother’s first lesson in empathy, fairness, and honesty, while the brother grows alongside her, reflecting and reciprocating those lessons. At its core, the campaign celebrates the mutual influence that defines this bond, showing how both evolve through each other’s presence.
Campus Activewear
Campus Activewear, one of India’s top sports and athleisure footwear brands, has released a playful Raksha Bandhan digital film titled The Annual Gift Review. Shot in a mockumentary style, it humorously captures the familiar sibling ritual of reviewing Rakhi gifts. The story follows a sister roasting her brother’s past gifting blunders—a mug with faded text, a recycled pen from their dad’s desk, and a phone cover suspiciously matching his own. Just when it seems he can’t get any worse, he surprises her with stylish Campus sneakers—only to reveal he bought himself the same pair. What follows is a flurry of eye-rolls, witty jabs, and a reluctant fist bump that perfectly sums up their bond.
Myntra
This Raksha Bandhan, Myntra’s Rakhi Pledge campaign brings humour, heart, and endless gifting options to those who’ve left shopping till the last minute. Fronted by actor Ahsaas Channa, the campaign includes a witty film and an interactive WhatsApp activation, celebrating the many shades of sibling bonds. Myntra’s Rakhi Store offers over 3 lakh styles from 2,500+ brands—spanning ethnic wear, footwear, beauty, gourmet hampers, accessories, and 30,000+ unique Rakhi designs—with a special ‘Rakhi under ₹999’ range.
For urgent shoppers in Bengaluru, Delhi, and Mumbai, M-Now delivers 300+ Rakhi styles and 800+ gift options from premium brands like Calvin Klein, MANGO, Ray-Ban, and Tommy Hilfiger in as little as 30 minutes. At its heart, the campaign playfully tackles the all-too-familiar brotherly blunder of forgetting a Rakhi gift, positioning M-Now as the quick, thoughtful fix that turns last-minute panic into a meaningful gesture.
IGP
IGP, a global D2C gifting platform, has launched its Raksha Bandhan 2025 campaign, ‘Rakhi Wali Feeling’, celebrating the love, chaos, and charm of sibling bonds through creator-led stories and brand partnerships. The campaign’s 360-degree marketing approach spans digital, on-ground, and influencer channels, with its heart in IGP’s curated Rakhi range—designer threads, hampers, and personalized gifts, many handcrafted by over 10,000 women artisans across India, helping them earn sustainable livelihoods.
Building on this emotional foundation, IGP has introduced premium collaborations to elevate modern gifting with elements of luxury, surprise, and sentiment. The highlight is IGP Luxe’s IGP X CaratLane Limited Edition Hampers, designed for sisters, featuring fine jewellery, artisanal teas, premium perfumes, and handcrafted keepsakes—marking IGP’s foray into fine jewellery gifting. A strong influencer campaign and digital activations are amplifying this luxe collection, letting customers celebrate Rakhi with elegance, thoughtfulness, and style.
Anmol Industries
This Raksha Bandhan, Anmol Industries presents “Iss Baar Mera Number Hai”, a touching campaign under its #HarPalAnmol initiative that reimagines sibling bonds and celebrates pure gratitude. Created by Meraqi Digital, the emotional film depicts a heartfelt role reversal—where a brother ties a rakhi to his sister, honoring her years of love, guidance, and protection as more than just a sibling but also a mentor and parental figure. The narrative gently encourages breaking away from traditional gender roles and embracing mutual care in relationships.
Mondelez – Cadbury Celebrations
This Raksha Bandhan, Cadbury Celebrations revives its popular “Brothers Who Care” campaign, created with Ogilvy India and Wavemaker, to promote modern expressions of sibling love. The heartwarming film at its core reimagines the sibling bond, beginning with a sister believing her brother is prioritizing his romantic plans over Raksha Bandhan, only to find he has dedicated the entire day to celebrating her. Capturing playful friction, layered emotions, and deep affection, the campaign encourages brothers to go beyond rituals and show their care through thoughtful, meaningful gestures.
Zydus Wellness – Sugar Free D’lite
This Rakhi, Sugar Free D’lite brings a fresh twist to festive gifting with humour, emotion, and zero added sugar. Under its #CaloriesSeRaksha campaign, the brand has launched limited-edition gift packs and collaborated with creators Mallika Dua and Chetan Goel for a playful digital film. Styled like a quirky matrimonial ad, the video turns into a hilarious sibling face-off, capturing the teasing, love, and protectiveness that define Rakhi. Beyond the laughs, it reflects a growing trend of modern families choosing celebrations that are both indulgent and mindful.
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ZOFF Foods
To celebrate Raksha Bandhan, ZOFF Foods is launching a digital campaign called #UnfilteredBandhan, spotlighting the emotional, real, and unfiltered sibling moments often missed in the curated world of social media.
Here’s how it works:
Starting from, August 1st, and live till August 9th (EOD), users can:
– Share a photo with their sibling using ZOFF Foods’ branded Instagram frame
– Tag @zofffoods and use #UnfilteredBandhan
– Top 5 entries will win exclusive ZOFF festive hampers
boAt & Blinkit
This Raksha Bandhan, boAt, India’s leading audio and wearables brand, joins hands with Blinkit for a hilariously chaotic festive campaign titled “The Circle of Shaq.” Set around a breakfast table gone rogue, it begins with Dad’s ominous “Gaadi pe scratch. Who’s responsible?” and a lineup of quirky suspects — from a cheeky dog named Toofy to a brother in a traitor costume. But the real storm brews when the sister steps in, ready to spill every family secret unless cleverly distracted. Sensing danger, the brother rushes to Blinkit to order boAt products, knowing only a thoughtful gift can save the day. In true Blinkit style, the delivery guy pops out from under the table within 10 minutes, restoring peace before drama explodes. Packed with witty one-liners and relatable sibling banter, the campaign serves up a laugh-out loud take on family drama, Rakhi bonding, and the art of last-minute redemption.
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Zouk
This Rakshabandhan, Zouk, the proudly Indian and cruelty-free lifestyle brand, unveiled a heartwarming brand film that beautifully captures the evolving bond between siblings. At the emotional core of the campaign lies a simple, shared moment. Every man has held a bag for a woman in his life- a sister, a mother, a partner. It may have felt awkward, even joked about. But it’s something we’ve all seen- or been in. This small, everyday act forms the emotional heart of Zouk’s Rakshabandhan campaign. The film reimagines how brothers today show support- not by standing in front of their sisters to protect them, but by standing beside them. Sometimes, that just means holding her bag while she steps ahead to chase bigger things.
Bonjour
This Raksha Bandhan, Bonjour’s #BonjourRakhiMoment campaign celebrates sibling love with a heartfelt twist, turning a bold pair of socks into a vibrant symbol of affection, mischief, and lifelong bonds. The film follows a sister searching for the perfect gift to express her connection with her brother, finally finding it in Bonjour’s stylish online collection. On Rakhi day, she ties the thread and surprises him with a sleek Bonjour gift box. His delighted smile on discovering the trendy socks captures their unspoken bond, showing that sometimes the simplest gestures carry the greatest meaning.
Medusa Beverages
Medusa Beverages, one of India’s fastest-growing homegrown beer brands, has unveiled its Raksha Bandhan campaign ‘Naye Andaaz Mein’, offering a lighthearted and relatable take on sibling bonds. The ad humorously begins in a marketing meeting, where quirky ideas—like gifting beer during the Rakhi ritual—are quickly dismissed, setting up a witty, self-aware tone. The narrative then shifts to its core: a grown-up brother and sister reliving their childhood by watching their favourite cartoon, this time with chilled Medusa beers in hand. Blending nostalgia with a modern twist, the film reimagines sibling connection while keeping the tradition intact, ending with the line, “Purane kisse fir dohraye jayenge, par iss baar naye andaaz mein.”
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MobiKwik
This Raksha Bandhan, MobiKwik has launched a heartfelt campaign #TraditionSeHatke, a fresh take on sibling relationships that goes beyond convention. At its core is a touching film that reimagines Rakhi as a celebration of gratitude, equality, and mutual support between brothers and sisters.
Duville Estates
Duville Estates has launched an evocative Raksha Bandhan campaign, #GotYourBack, reimagining the festival as a heartfelt celebration of protective love that leaps over traditional boundaries. This initiative wraps over every single moment that has left an indelible imprint in one’s memory.
Hershey India
Hershey India Pvt. Ltd., has launched its Raksha Bandhan campaign ‘Bonds Unwrapped with HERSHEY’S’, celebrating the evolving essence of siblinghood. Moving beyond the traditional brother-sister narrative, the campaign honours all relationships that feel like family—be it friends, parents, or long-distance companions. Through a heartwarming film and a specially curated gifting range, Hershey captures modern Rakhi moments, from sisters celebrating together to friends exchanging surprises and father-daughter duos creating new traditions. Rooted in the insight that love today is expressed in more inclusive, meaningful ways, the campaign reinforces that it’s the bond that truly matters, not the label.
Denver For Men
This Raksha Bandhan, premium fragrance and grooming brand Denver For Men unveiled its #ForeverWalaBhai campaign, celebrating the deeper emotions of siblinghood—loyalty, protectiveness, and the comfort of always having each other’s back. At its heart is a special Instagram reel, already garnering 2.3 million views and over 10,000 likes, capturing nostalgic moments of sibling banter, unspoken care, and lifelong connection. It concludes with the line, “One day for Rakhi, forever for each other.” Breaking tradition, the campaign encourages sisters to gift their brothers the Denver Autograph Collection Gift Pack (20ml x 4) — the Scent of Success — as a reminder that they’ll forever be partners in crime.
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Kalyan Jewellers
This Raksha Bandhan, Kalyan Jewellers is bringing heartfelt tradition and modern-day convenience together in a celebration designed to delight. The brand has launched a special festive campaign titled “Gehna to Your Behna” in collaboration with Swiggy’s quick commerce platform, and will be delivering ₹2,100 gift vouchers free with every Rakhi purchase on Instamart.
DeliverIt by Urban Harvest
DeliverIt by Urban Harvest has launched a Raksha Bandhan campaign that brings emotion and opportunity together. Titled Delivering More Than Just Parcels, the film tells the story of a brother who finds a way to make his sister feel special, despite being miles away, by gifting her something thoughtful using the money he earned as a DeliverIt partner.
Motilal Oswal Mutual Fund
Motilal Oswal Mutual Fund has launched a festive campaign celebrating Raksha Bandhan that highlights the emotional bond between siblings while drawing a thoughtful parallel between traditional rituals and disciplined financial habits like Systematic Investment Plans (SIPs).
Set in a relatable middle-class household, the film captures the heart-warming banter between a doting mother and her inquisitive son, highlighting a witty yet emotional contrast between an annual ritual of love and a monthly habit of investing – Systematic Investment Plans (SIPs).
PayNearby
Raksha Bandhan, traditionally marked by sweets, clothes, or jewellery, is taking on a new meaning this year — urging brothers to gift their sisters independence and self-reliance. PayNearby, India’s leading branchless banking and digital network, has launched a nationwide “Iss Raksha Bandhan, kuch alag karein” campaign under its Digital Naari initiative, encouraging brothers to empower sisters with earning opportunities. Through radio, social media, and community outreach, the campaign shares stories like Poonam from Patna, now earning ₹200–₹300 daily as her village’s “Banking Didi,” and Rima, who rebuilt her family’s finances earning ₹7,000 a month — both thanks to their brothers’ thoughtful gifts.
La Pink
La Pink, India’s first microplastic-free formulation beauty brand, has launched an evocative Raksha Bandhan campaign titled “Ab Meri Baari Hai”, highlighting the emotional evolution of sibling relationships, from playful dependency to heartfelt responsibility. The brand film portrays a modern brother-sister bond, where carefree requests like “Paise bhej na, QR code send kiya hai” slowly give way to the realisation of everything a sister does, culminating in the brother’s quiet promise: “Ab meri baari hai.”
