Mumbai: 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.
“At ELIVAAS, we’ve always believed in celebrating the bonds that quietly shape our lives. This campaign is close to our heart, as it portrays the often-overlooked strength and emotional depth of the sibling relationship, especially the role of the elder sister, who guards, nurtures, and holds everything together. Through this film, we hope to honour that love with intention, and show how small, thoughtful gestures can leave a lasting imprint. At its core, this reflects what ELIVAAS stands for, creating spaces where genuine care and meaningful connections can truly thrive,” said Ritwik Khare, Founder & CEO, ELIVAAS.
Rooted in nostalgia and emotional storytelling, the campaign reimagines Raksha Bandhan beyond rituals and gifts—focusing instead on togetherness, emotional presence, and shared moments.
Aligned with ELIVAAS’ brand ethos, the campaign also underscores the value of curated luxury villas as ideal settings for intimate celebrations—spaces that encourage connection, relaxation, and the creation of lifelong memories.
