Raksha Bandhan continues to offer brands an opportunity to tap into the emotions surrounding sibling relationships, while finding fresh ways to connect the festival with their products and purpose. This year, campaigns span humour, nostalgia, inclusion, self-care and protection, with brands also using creators, digital storytelling and contemporary formats to reimagine the traditional celebration. From celebrating unexpected bonds and everyday sibling banter to bringing festive moments to the skies and redefining what protection means, these campaigns capture the many ways Raksha Bandhan continues to evolve.
Air India Express
This Raksha Bandhan, Air India Express is bringing the warmth of the festival to the skies, with a special in-flight celebration across its domestic and international network. On 27 and 28 August, guests travelled with the airline received limited-edition Rakhis from the cabin crew, turning an everyday journey into a heartfelt festive moment.
Surya Roshni
Surya Roshni Limited, one of India’s most trusted names in lighting (consumer & professional) & wires, fans, home appliances, PVC pipes, water pumps, water tanks & steel pipes, unveiled its new Raksha Bandhan campaign for Surya Housing Wires, bringing the festival’s core promise of protection to life through the everyday safety its wires bring to Indian homes.
Apsara
This Raksha Bandhan, special educator and disability advocate Gurseerat, who is navigating life with hearing loss, and Maahir, a neurodivergent creator with autism, partnered with Apsara to spread joy, celebrate creativity and build new bonds with children from a special school. Gurseerat expressed herself through heartfelt handwritten letters, while Maahir created handmade rakhis using Apsara’s Matt Magic Pencils, with her letters written using Apsara Zesta Scented Pens. The initiative brought together creativity, conversations, smiles and new connections, reflecting the belief that Raksha Bandhan is not only about celebrating existing relationships but also about creating new bonds through kindness, inclusion and shared experiences. Apsara’s role was to support the celebration while keeping Gurseerat, Maahir, the children and their creative expressions at the heart of the story.
Top ‘N Town
Through ‘Ankahe Rishte’, conceptualised for Top ’N Town by Meraqi Digital, the brand celebrates quiet bonds between people who may not be connected by blood but become an important part of each other’s lives. The film follows a young woman who develops trust with a stray dog after it protects her during a threatening encounter, leading her to tie a rakhi around its paw. The campaign highlights the emotion at the heart of Raksha Bandhan — protection, care and standing by someone, regardless of how a relationship is defined. For Top ’N Town, it extends the brand’s association with happiness and togetherness into a more emotional space, while the film was created entirely using AI as a production medium, with the idea and storytelling remaining human-led.
2030 Ka Bharat
Ahead of Raksha Bandhan, 2030 Ka Bharat, a nodal agency working towards India’s progress on Zero Hunger (SDG 2), Quality Education (SDG 4) and Clean Energy (SDG 7), has released a new campaign film titled “Let’s Redefine Raksha.” The film opens with a rakhi being tied on a wrist, a familiar symbol of the festival, before following a young woman through her day as she leads a meeting at work, moves confidently through her city and embraces her identity. The campaign puts forward a simple message that true raksha is not about sheltering or restricting women, but about enabling them with opportunity, education and dignity to rise on their own terms.
Birla Opus PaintCraft
By capturing a simple, joyful sibling moment against a freshly painted wall, the brand shifts the role of paint from a functional home purchase to the understated backdrop of memories that last.
Fevicol
The youngest sibling’s natural instinct is to stay close—always tagging along and never far behind. Fevicol draws on its iconic promise of an unbreakable bond to capture a familiar family dynamic: the younger one who simply refuses to be separated from the older sibling, whether they’re playing with toy cars or combing a doll’s hair.
Medusa Beverages
Medusa Beverages, India’s fastest growing homegrown beer brand, has launched its Raksha Bandhan campaign, a heartwarming digital film that celebrates the joy, camaraderie and memories that define sibling relationships. Centered around the thought, “It’s not the gift that matters, but the memories you make,” the campaign brings alive the lighter, more authentic side of Raksha Bandhan through a relatable and entertaining narrative.
Cura
Cura’s Raksha Bandhan campaign, “Kuch Nahi Badla” (Nothing’s Changed), addresses these subtle shifts with a simple message: “Diabetes doesn’t define you.” Through a relatable family narrative, the campaign highlights how concern can sometimes lead to changed behaviour and encourages families to respond with empathy, inclusion and the same sense of togetherness as before. With diabetes affecting millions of Indians, the campaign also reinforces that families navigating a diagnosis are not alone. “You are not alone in this,” Cura says, placing family and togetherness at the heart of its message while reinforcing that “A normal life is possible.” Ultimately, “Kuch Nahi Badla” is a reminder that while diabetes may become part of someone’s life, it does not have to change who they are or their place within the family.
TBH
TBH (To Be Honest), India’s real vegetable and fruit snacks brand from Ghodawat Consumer Limited, is adding a playful twist to sibling rivalry this Rakshabandhan with its digital campaign, ‘Every Sibling Has a Title’. Designed in a Gen Z-friendly format, the campaign invites consumers to turn familiar sibling allegations into playful titles on Instagram for a chance to win TBH Crunchies. Going beyond giveaways, the initiative aims to drive cultural relevance and digital engagement by transforming everyday sibling banter into interactive, user-generated content built around relatable inside jokes. Following the viral success of campaigns such as TBH Okra Chips, which generated over 50 million organic views, the brand continues to focus on digital-first, clean-label snacking while connecting with younger consumers through its fun, honest and health-forward positioning.
Visa
Gifting on Raksha Bandhan has gradually evolved from cash envelopes to cards, but the emotion of “acceptance” remains unchanged. Visa taps into the festival’s familiar language of blessings and gifting, positioning the card itself as something a sister gladly accepts. This allows the payments brand to become a natural part of the ritual rather than feeling like an add-on.
La Ravaya
This Raksha Bandhan, La Ravaya, the premium skincare brand from the house of 750AD Healthcare, has unveiled its festive campaign, #WrappedWithCare, celebrating the enduring bonds of love, protection and gratitude through the language of thoughtful self-care.
Dylect
Dylect, a lifestyle technology brand, has unveiled its latest Raksha Bandhan campaign, bringing a contemporary lens to an adorable bond between brothers and sisters. Through a light-hearted digital film, the campaign captures how traditional celebrations are re-shaping in this social media era, beautifully capturing those everyday light, candid and playful ways siblings rejoice their bond.
https://www.youtube.com/watch?v=ctM_7pcMyI0&authuser=0
Flair
Sibling squabbles over sharing, whether it’s sweets or anything else, are timeless, often extending to debates over who gets the bigger piece. Flair taps into this familiar bickering by using a ruler to measure a mithai slice with exaggerated precision, turning a stationery product into a playful tool for settling the age-old sibling debate over fairness.
Nova Dairy
Nova Dairy, a trusted name in India’s dairy industry known for its focus on quality and nourishment, has unveiled its Raksha Bandhan campaign #PyaarBhiPoshanBhi, celebrating the everyday expressions of love and care that make sibling relationships special.
QNET India
This Raksha Bandhan, QNET, one of Asia’s leading e-commerce enabled direct selling companies, celebrates the enduring bond between siblings with its latest India campaign, #QNETBandhan that brings together cherished memories, meaningful moments and thoughtfully chosen gifts reflecting the uniqueness of sibling relationships.
https://youtube.com/shorts/7Km2gEmuWoo?feature=share
Hauser Germany
The insight is that a sibling’s role often lies not in grand gestures, but in quietly fixing life’s small mistakes—from a bad haircut and an ill-advised text to a terrible business idea. Hauser connects this everyday truth to its eraser, turning a stationery product into a metaphor for the sibling who is always there to help erase life’s little missteps.
Charmis
A rakhi may be tied for a day, but the bond it represents lasts much longer. Charmis brings this enduring idea into skincare, positioning its products as an expression of care that, much like sibling love, continues beyond the festival and becomes part of everyday life.
Blue Dart
This festive season, Blue Dart Express Limited, South Asia’s premier express air and integrated transportation and distribution company, is celebrating these cherished connections through its #YaadonKaBandhan campaign. As part of the campaign, Blue Dart has introduced special Rakhi Express shipping offers to help customers send festive packages conveniently across India.
