Brands weave stories of sibling love for Raksha Bandhan campaigns

This Raksha Bandhan, brands are putting a fresh spin on tradition, urging consumers to rethink the age-old ritual of tying a rakhi (thread). Instead of just the classic brother-sister protector narrative, they are celebrating the deeper essence of the festival—love, support, and lifelong companionship. By weaving in modern themes like gender equality, these campaigns invite us to update traditions to fit today’s realities.

But it’s not all serious business; some brands are embracing the fun, capturing the playful banter and sibling quirks that make this bond so special. Here’s a roundup of campaigns that have caught our eye this year.

Brand: Bikano

What they did: For the third year running Bikano brought Raksha Bandhan cheer to underprivileged children at Delhi’s Maika Sweet Home Orphanage. Turning a simple act into a heartfelt tradition, the packaged foods brand’s team celebrated with over 200 children, distributing their snacks and sweets, and spreading joy through small yet meaningful gestures.

This initiative is more than just a festive activity—it's part of Bikano’s broader commitment to giving back. By sharing Raksha Bandhan with those who often go overlooked, it underscores the true spirit of the festival: inclusivity, generosity, and the joy that comes from making a difference.

Brand: boAt

What they did: This Raksha Bandhan, boAt is flipping tradition with a mischievous twist, introducing the ‘Blackmail Brother Academy’ (BBA). Led by the iconic villain Kabira, portrayed by actor Gulshan Grover of the ‘Hera Pheri’ movie fame, this playful campaign teaches sisters the art of ‘persuasive blackmail’ to secure better gifts from their brothers.

In a darkly comedic tutorial, Kabira guides sisters through leveraging secrets to get exactly what they want—boAt products, of course. The fun escalates with personalised video messages created using AI, where Kabira himself threatens to spill a secret unless the brother coughs up the goods. With BBA, boAt promises a Raksha Bandhan filled with laughs, mischief, and upgraded gifts, turning sibling banter into a memorable celebration.

 

 

 

 

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A post shared by Gulshan Grover (@gulshangrover)

Brand: Ferrero Rocher

What it did: Ferrero Rocher and Ferrero Rocher Moments are celebrating sibling love this Raksha Bandhan with two new brand films, featuring actors Hrithik Roshan and Sara Ali Khan. These campaigns aim to highlight the brand as a premium treat and Ferrero Rocher Moments as a go-to gift for everyday celebrations, both adding a special touch to the festive season.

In Roshan’s ad, he playfully wraps a box of Ferrero Rocher, revealing that he plans to surprise his sister with the family's favourite praline. Meanwhile, Khan's film captures a sweet sibling moment where she finds her phone charger along with a box of Ferrero Rocher Moments and a loving note from her brother. These campaigns, part of Ferrero’s broader digital push, perfectly capture the essence of Raksha Bandhan, making it a time to cherish small, heartfelt moments.

Brand: Gits Food

What they did:

Gits Food’s ‘Thank you bhaiya’ campaign is back this Raksha Bandhan, offering a fresh perspective on brotherly bonds. Instead of focusing solely on siblings, it highlights the unsung heroes in our lives—the delivery guy who goes the extra mile, the neighbour who always has your back, or any ‘bhaiya’ (brother) who’s been a quiet source of support. This year, Gits aims to connect with a younger audience, encouraging everyone to express gratitude to these often-overlooked figures.

The campaign film captures these unique relationships with a simple, yet evocative gesture—sharing a Gits gulab jamun (fried sweetmeat). It’s a sweet reminder that brotherhood isn’t limited to blood relations and that a small act of kindness can make a big difference. Crafted by Togglehead and director Saad Nawab, the film continues the campaign’s tradition, reminding us that there are many ‘bhaiyas’in our lives worth celebrating—each with a fondness for gulab jamun.

Brand: Haldiram

What they did: Haldiram's latest Raksha Bandhan campaign, ‘Rakhi ki bandhan manao, bhar ke pyaar jatao’, (Celebrate rakhi, celebrate love) reimagines the timeless bond of sibling love. The TVC dives deep into the essence of rakhi, presenting it not just as a symbol, but as a heartfelt promise to cherish the shared memories and mischievous moments that define siblinghood. It reminds us that, despite the passage of time, the love between siblings remains unshaken.

To honour this special bond, Haldiram's has launched six exclusive rakhi gift hampers, each curated to convey love and warmth. From the ‘Khushiyon ka bandhan’ to the indulgent delight hamper, these collections feature a delectable assortment of premium snacks, dry fruits, and sweets, making these a great way to celebrate the festival with a modern twist.

Brand: Karigari

What they did: Karigari by chef Harpal Singh Sokhi, known for its fine dining, is serving more than just gourmet dishes this Raksha Bandhan—it's serving a cause. With its new initiative, ‘Empowering sisterhood, flow with care’, the restaurant chain is stepping up to raise awareness about menstrual hygiene, ensuring every woman is cared for, just like a brother would protect his sister.

Taking social responsibility to the next level, Karigari has installed free sanitary napkin dispensers in all its outlets. This initiative isn’t just about offering necessities; it’s about sparking conversations around menstrual health, breaking societal taboos, and encouraging women to prioritise their well-being. The campaign is fuelled by a robust social media movement, using hashtags like #MenstrualHygieneMatters and #EmpoweringSisters, aiming to reach women everywhere. The brand is also planning workshops, donation drives, and collaborations with NGOs to make a real impact, with chef Harpal Singh Sokhi leading the charge as Karigari tries to redefine menstrual care—one sanitary napkin at a time.

Brand: Sirona  

What they did: Sirona, part of the Good Glamm Group, is shaking up Raksha Bandhan traditions with its new campaign centred around its Impower Self-Defence pepper spray. Highlighting the glaring safety divide between men and women, it calls for action—urging everyone to protect their loved ones by empowering them with this powerful tool.

The campaign video, which has already garnered over a million views, contrasts the carefree ease with which men navigate daily life against the constant vigilance women must maintain. Sirona's message is clear:  

This Raksha Bandhan, Sirona encourages men to go beyond the usual gifts and choose something that truly matters—protection. With this simple gesture, they are not just showing love; they are taking a stand for their safety.

 

 

 

 

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Brand: Zepto

What they did: Zepto is turning up the festive heat with their latest campaign, ‘Rakhi aapki, lifafa humara’ (Your rakhi, our envelope) by giving the old-school ‘Shagun ka lifafa’ a modern, zesty upgrade. Riding high on the success of their third-anniversary celebration, where they recorded over 750,000 deliveries, the quick-commerce company is now aiming for an even loftier goal: 3.5 million orders in just three days this Raksha Bandhan.

Here’s the fun part: every Zepto lifafa comes packed with a special scratch card, offering prizes worth a jaw-dropping INR 5 crore. Think luxury cars, Dubai vacations, iPhones, TVs, and more—all up for grabs. Moreover, every lifafa is a winner, even for the brothers! To add to the excitement, Zepto is dropping a playful rap ad that captures the essence of sibling rivalry and love, wrapped in a catchy beat that’s sure to leave folks grinning.