Mumbai: As Raksha Bandhan 2025 approaches, brands across industries are rolling out creative, heartwarming, and sometimes hilariously relatable campaigns to celebrate the special bond between siblings. From quirky narratives that flip tradition on its head to soulful films that capture unspoken emotions, this year’s festive lineup offers something for every kind of brother-sister duo. From AI-powered storytelling to eco-friendly rakhis, these initiatives reflect how brands are blending tradition with innovation, making Raksha Bandhan not just a festival, but a memorable experience.
Instamart
After last year’s viral “Is Rakhi happy this Rakhi” campaign, Instamart, India’s quick commerce pioneer, returns with a quirky, humorous Raksha Bandhan ad starring the nation’s favourite bodyguard, *Shera Bhai*. Known for stopping pranks, holding back rickshaws, silencing noisy moviegoers, and bargaining
with tailors, Shera is the ultimate elder-brother figure who quietly keeps women safe. Opening with the line, “Main Shera. Bhai ki raksha karta hoon,” the story takes a playful twist as Raksha Bandhan arrives and, in his words, “Par Raksha Bandhan pe, those without bros mujhe bhai bana lete hai,” rakhis magically appear on his wrist in stop-motion. Set across everyday scenes — from schools and theatres to markets and tailor shops — the film builds to women proudly declaring, “Mera Bhai,” as they claim Shera as their own.
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FlowerAura
This Raksha Bandhan, FlowerAura, a gifting destination known for bringing joy to every occasion with its vibrant range of fresh flowers, personalised gifts, and curated hampers, has launched a delightful new ad film as part of its identity as ‘India’s Rakhi Ki Dukaan’. Understanding the challenge of finding a gift that truly reflects the unique bond between siblings, FlowerAura offers families across the country an exquisite selection of rakhis, fresh blooms, thoughtful hampers, and customised keepsakes, blending ease, emotion, dependability, and variety.
The campaign film combines tradition with a modern, light-hearted tone, turning gifting from an overwhelming task into a joyful celebration, complete with a catchy jingle that makes browsing its extensive rakhi collection an entertaining experience. Each rakhi is presented with a distinctive flair to suit every kind of sibling—whether big or small, classic or quirky reinforcing FlowerAura’s commitment to diversity, thoughtfulness, and making every Raksha Bandhan gift as special as the bond it celebrates.
Flipkart
Flipkart has unveiled a fresh and witty Rakshabandhan 2025 campaign titled ‘InvoiSIS’, which shifts the focus from discounts to celebrating the often-overlooked acts of love and support sisters show their brothers. Central to the campaign is the world’s first Rakhi invoice generator, allowing sisters to create itemised bills for all the favours they’ve done—whether sharing skincare tips or defending their brothers in family feuds—with each entry given a certified value in collaboration with finance educator CA Rachana Ranade.
The total can then be linked to a Flipkart wishlist, turning playful payback into a fun shopping experience. Hosted on a pastel-hued microsite, [www.invoisis4rakhi.com](http://www.invoisis4rakhi.com), designed like a nostalgic Indian invoice pad, the initiative is introduced through a humorous launch film featuring Rachana Ranade in her signature lecture style, blending entertainment with insight.
Arkade group
Arkade Group shares a heartwarming campaign on the occasion of Raksha Bandhan showcasing the beauty of sibling bonds that start in childhood
and continue for a lifetime.
ELIVAAS
ELIVAAS, a luxury villa rental brand, has launched a soulful digital campaign titled #CareGoesBothWays in celebration of Raksha Bandhan. The initiative beautifully captures the quiet, emotional bond between siblings, highlighting the essence of genuine connection over grand gestures.
At the center of the campaign is a touching short film that portrays a simple moment between a brother and sister—subtle, heartfelt, and rooted in care. By spotlighting the unspoken love and everyday surprises that define siblinghood, the campaign invites audiences to reflect on the deeper meaning of
the festival.
GIVA
This Raksha Bandhan, GIVA has launched a new digital film for its “Ties of Love” campaign, featuring brand ambassador Anushka Sharma in a heartfelt tribute to bonds that go beyond tradition. In a sweet and playful twist, the film captures Anushka tying a rakhi not to a sibling, but to her cherished dog — a golden surprise with floppy ears — symbolising that love and protection are defined by the heart, not by blood.
Staying true to the essence of Rakhi, which celebrates love, protection, and gratitude, “Ties of Love” widens the scope to include any relationship rooted in unconditional care. The campaign places jewellery at the heart of this sentiment, portraying it not merely as adornment but as a meaningful, enduring expression of love.
CaratLane
CaratLane has launched a heartfelt Raksha Bandhan campaign featuring internet-favourite sibling duo, Ayush Mehra and Yashaswini Dayama. The film captures the endearing quirks of sibling bonds through a mix of humour, nostalgia, and emotion—making it a warm tribute to the spirit of Rakhi.
Known for their natural chemistry and relatable charm, Ayush and Yashaswini bring to life a narrative that mirrors countless brother-sister relationships—filled with playful teasing, unspoken care, and meaningful gestures.
FNP (Ferns N Petals)
FNP (Ferns N Petals), India’s most loved gifting brand and a pioneer in Rakhi retail, has launched a groundbreaking Raksha Bandhan campaign featuring a first-of-its-kind brand film created entirely using artificial intelligence. Reaffirming its core thought — “Door ho ya paas, Rakhi banayein khaas” — the campaign beautifully captures the spirit of sibling bonds in a globalized world, where distances fade in the face of heartfelt connection.
Sweet Truth
This Raksha Bandhan, Sweet Truth a dessert brand from Rebel Foods — is dishing out more than just delicious treats. With their new festive campaign #ABondSoSweet, they’re celebrating the delightful, chaotic, and enchanting bond between siblings. Think indulgent dessert hampers and a plantable Rakhi that blooms into wildflowers, adding a thoughtful and eco-friendly twist to the festivities.
Blue Dart
Blue Dart Express an express air and integrated transportation & distribution company, has announced the launch of its ‘Rakhi Express Campaign’, a specially curated festive initiative aimed at making Raksha Bandhan more memorable and accessible for customers across India and worldwide. Running till 9 August 2025, the campaign features exclusive discounts on domestic and international shipments, allowing families to easily and affordably send rakhis, gifts, and warm wishes across distances.
ORIGEM
ORIGEM, the lab-grown diamond jewellery brand by Goldiam International Ltd., has unveiled its first-ever Raksha Bandhan campaign, a heartfelt ad film that beautifully captures the spirit of the festival through sparkling moments of togetherness, and the enduring bond between siblings.
Marking a significant milestone in the brand’s journey, the campaign goes beyond festive cheer to underscore a timeless message: jewellery isn’t just for grand celebrations, it belongs in everyday, intimate moments too.
Archies
Archies is adding a fresh twist to Raksha Bandhan this year with its #ThreadOfLove campaign, staying true to its legacy of celebrating relationships and emotional expression. Focused on capturing the love, laughter, and heartfelt connections between siblings, the campaign goes beyond traditional gifting to embrace the deeper bond they share. As part of the #ThreadOfLove Giveaway, participants can share witty and endearing comments about their siblings while tagging cousins to spread festive cheer, with the top three most engaging entries winning specially curated hampers featuring Archies’ signature Rakhi products — blending emotion, charm, and celebration.
Casio India
This Raksha Bandhan, Casio India has launched a heartwarming campaign that reimagines sibling gifting by positioning a Casio watch as a lasting symbol of love, shared memories, and time spent together. Featuring a model sourced and designed in India to match local tastes and sensibilities, the campaign reflects Casio’s commitment to creating products that connect with Indian consumers while maintaining the brand’s global quality and innovation standards.
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