Raksha Bandhan campaigns this year moved beyond conventional gifting narratives to explore the many dimensions of sibling relationships, from playful banter and nostalgia to protection, emotional reconnection and financial wellbeing. In this edition of Campaigns We Like, we look at how brands including CaratLane, Tata Mutual Fund, Surya Roshni, Flipkart and others are using humour, storytelling and cultural insights to make their festive messaging stand out. Read on.
CaratLane brings sibling banter to Raksha Bandhan
CaratLane’s Raksha Bandhan campaign, ‘POV: Bhai Knows Best’, captures the playful teasing, inside jokes and unspoken affection that define sibling relationships. Featuring Ashlesha Thakur and Vedant Sinha, the film follows a familiar brother-sister dynamic centred around finding the perfect gift.
Through humour and warmth, the campaign celebrates how years of shared memories help siblings understand each other better, reinforcing the thought that the best gifts come from those who know you best.
Tata Mutual Fund gives Raksha Bandhan a financial twist
Tata Mutual Fund’s latest Raksha Bandhan campaign, ‘Behenein apne bhaiyon ko ek behetar insaan banaati hain!’, blends stand-up comedy and poetry to celebrate the many layers of the sibling bond. Featuring performer Rajat Sood, the film uses humour, nostalgia and relatable moments to highlight the role sisters play in shaping their brothers’ lives.
The campaign also extends the idea of caring beyond traditional gifts, encouraging people to support their loved ones’ dreams through thoughtful financial planning. As part of its ‘Mehfil e-fund’ investor education initiative, Tata Mutual Fund promotes SIPs and long-term investing through engaging, everyday storytelling.
Surya Roshni links Raksha Bandhan with home safety
Surya Roshni’s new Raksha Bandhan campaign for Surya Housing Wires draws a parallel between a brother’s promise of protection and the safety wires provide within a home. The film follows a brother and sister, with a thoughtful gesture eventually inspiring the sister to weave a leftover piece of wire into a handmade rakhi.
Through the campaign, titled ‘Surya Wires — Ab Roshni ke saath, Suraksha bhi’, the brand moves beyond technical product features to position safety and reliability as everyday acts of care and protection.
boAt turns ‘Bhai’ clichés into a Rakhi punchline
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boAt’s new Raksha Bandhan campaign featuring Arbaaz Khan takes a humorous swipe at Bollywood’s larger-than-life ‘Bhai’ persona. Shot in a mock-documentary style, the film plays on familiar clichés before landing on its central message: don’t be an aadha bhaiya, be an achha bhaiya.
Created in partnership with Blinkit, the campaign positions a thoughtful boAt gift as an easy way to show up for your sibling, with quick delivery making even last-minute Rakhi gifting simpler.
QUE Universe celebrates sisterhood this Raksha Bandhan
QUE Universe’s Raksha Bandhan campaign, #RakshaInEveryFrame, broadens the festival’s traditional narrative by spotlighting sisters who protect, support and stand by each other. The campaign film captures two sisters celebrating the occasion by tying rakhis, exchanging sweets and surprising each other with gifts.
Through the campaign, the brand reinforces the idea that protection and care are defined by the strength of a bond, not gender, while positioning eyewear as a personal expression and a thoughtful festive gift.
IGP puts thoughtfulness first in Raksha Bandhan campaign
IGP’s Raksha Bandhan campaign, ‘The Rakhi Promise’, takes a playful look at the culture of instant delivery while highlighting the importance of choosing a thoughtful gift. The campaign brings together a brand film, influencer storytelling and collaborations to celebrate the small promises and everyday moments that define sibling relationships.
While convenience remains central to the campaign through IGP’s 90-minute delivery promise, the brand emphasises that Rakhi gifting should never feel like an afterthought. The initiative also features collaborations across fashion, beauty, food, lifestyle and entertainment to create a wider festive experience.
Delhivery bridges emotional distance this Raksha Bandhan
Delhivery’s ‘Bridge the Distance’ campaign explores how siblings can grow emotionally distant over time, even when the bond between them remains. The brand film follows a brother and sister who drift apart after a disagreement, with Raksha Bandhan becoming an opportunity to reconnect.
Through the story, Delhivery positions a rakhi or gift as more than just a package, carrying memories, emotions and the possibility of bridging distances—both physical and emotional.
Flipkart turns Rakhi reminders into a workplace mission
Flipkart’s ‘Hire A Rakhi Reminder’ campaign turns the familiar task of reminding brothers about Rakhi gifts into a playful workplace job. Created with 22feet, the campaign lets sisters recruit their brothers’ colleagues as ‘Brother Reminder Officers’ (B.R.Os.) to deliver reminders in person.
The campaign uses LinkedIn to reach potential B.R.Os. at the brother’s workplace, who receive SuperCoins for completing the mission and a deal to nudge them towards Flipkart’s Rakhi Store. Through humour across YouTube, LinkedIn and Meta, Flipkart gives the classic sisterly reminder a workplace twist.
Instamart brings Bollywood nostalgia to Raksha Bandhan
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Instamart’s ‘Dhaai Kilo Ki Rakhi’ campaign features Esha Deol in a playful recreation of a legendary Bollywood moment. The film uses exaggerated science, comedy and a larger-than-life brother’s hand to build up to the arrival of a ‘dhaai kilo ki rakhi’, delivered by an Instamart executive.
The campaign also adds a festive gifting twist, offering a complimentary 10-gram silver voucher from Kalyan Jewellers on eligible rakhi purchases. Blending pop culture nostalgia with quick-commerce convenience, Instamart highlights how Raksha Bandhan shopping is evolving beyond last-minute essentials.
Forest Essentials connects fragrance with sibling memories
Forest Essentials’ Raksha Bandhan campaign, DOR, celebrates the emotional connection siblings share with home, memories and familiar rituals. Featuring Danesh Razvi and Malhaar Rathod, the film follows a brother and sister navigating a new chapter, with their everyday banter and quiet understanding reflecting years of shared memories.
The campaign uses the scent of Mogra as a symbol of home and memory, with the brother gifting his sister a Forest Essentials product and telling her that its fragrance will remind him of her. The idea extends to a limited-edition collection of Mogra-infused gift boxes designed as lasting sensory reminders of home.
‘Make Your Sister Cry’, says Mia by Tanishq
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This Raksha Bandhan, Mia by Tanishq is giving the familiar sibling banter a playful twist with its latest campaign, Make Your Sister Cry.
The campaign draws from the quintessential brother-sister dynamic — endless teasing, fights, mischief and all the things’ siblings do to annoy each other, while rarely expressing how much they truly care. Turning this dynamic on its head, Mia encourages brothers to Make Your Sister Cry — this time with tears of joy.
Axis Bank calls for solidarity with Assam this Raksha Bandhan
For Raksha Bandhan, Axis Bank draws a poignant parallel between the bond shared with a sister and Assam, one of India’s Seven Sister states, which is currently grappling with the devastating impact of floods.
The film urges people to take the spirit of Raksha Bandhan beyond the symbolic tying of a Rakhi and extend a helping hand to Assam in its time of need. It reinforces the message that the essence of the festival lies in standing by those who need support, with compassion and solidarity.
Star Health pitches insurance as a Rakhi gift
Star Health’s Raksha Bandhan campaign takes an unconventional route by positioning health insurance as a meaningful gift of lifelong protection. Built around the idea that while a Rakhi may last only a few weeks, the promise behind it endures for a lifetime, the campaign seeks to bring insurance into a gifting conversation typically dominated by sweets, cash and jewellery.
Adding another dimension, both films were created entirely by Star Health’s in-house team using AI, with the creative execution handled internally from character development to final production.
