Mumbai: Mia by Tanishq has launched its latest Rakshabandhan campaign, “Make Your Sister Cry,” offering a playful take on sibling relationships and the tradition of Rakhi gifting. The campaign celebrates the unspoken affection between siblings, encouraging brothers to turn their usual mischief into a heartfelt gesture that brings tears of happiness.
The campaign’s digital film brings alive the familiar dynamic of sibling banter, childhood fights and playful teasing. The film opens with a brother trying to escape his sister’s barrage of pillows, books and water bottles, before surprising her with a Mia by Tanishq gift. As she opens the box to discover a pendant, her playful expression turns into genuine emotion. The film uses Kishore Kumar’s iconic “Phoolon ka Taaron ka, sabka kehna hai” to add a nostalgic and emotional layer to the sibling story.
The campaign concludes with the thought, “Gifts so precious, they’ll bring tears of joy.”
Ajay Maurya, Head of Marketing and Category, Mia by Tanishq, said, “Siblings rarely say ‘I love you’ out loud; they show it through the teasing, the squabbles and quietly being there for each other. With ‘Make Your Sister Cry’, we wanted to honour that unspoken love with a playful twist, and turn a little mischief into a moment she’ll hold on to. At Mia, we’ve always believed jewellery is a medium to make everyday emotions feel special and this Rakhi, we’re letting a gift say what siblings often don’t.”
As part of its Rakhi offering, Mia by Tanishq has introduced six silver rakhis starting at ₹799/-. Inspired by the theme “Value of Community Bonding,” the collection reflects the evolving meaning of Rakshabandhan, extending the celebration beyond siblings to include friends, neighbours and communities.
Each Rakhi comes with a potli containing Roli, Chawal, Haldi and Kalava, representing purity, prosperity, health, protection and love. The Rakhi collection is complemented by Mia jewellery pieces starting at ₹4,999, positioning the brand as an option for contemporary Rakhi gifting.
Through “Make Your Sister Cry,” Mia by Tanishq combines humour, nostalgia and emotion to highlight the enduring bond between siblings while showcasing jewellery as a meaningful expression of affection.
