Brands this year are telling Raksha Bandhan stories that go beyond the classic image of a sister tying a rakhi to her brother. From championing financial independence to rethinking who counts as “family,” the campaigns span humour, nostalgia, equality, and inclusivity. Here’s a look at the wide mix of narratives and product offerings marking the festival.
Hershey India – Bonds Unwrapped with Hershey’s
Hershey India spotlights the evolving definition of Raksha Bandhan by celebrating a range of relationships, from siblings to friends and parents. The campaign includes a short film and premium chocolate gift packs featuring Hershey’s Kisses and Exotic Dark, each with a QR code that links to a personalised AR greeting.
Tanishq – Brothers Written by Sisters
Tanishq’s film focuses on how siblings shape each other’s emotional and personal growth, told from the sister’s perspective. It revisits childhood equality and companionship, challenging the notion of the brother as the sole protector.
Campus Activewear – The Annual Gift Review
Campus Activewear’s mockumentary-style short film has a sister recalling years of disappointing Rakhi gifts from her brother before he surprises her with sneakers — which he also buys for himself. The light tone plays on familiar sibling banter.
Myntra – The Rakhi Pledge
Myntra addresses last-minute gifting with a film led by Ahsaas Channa, supported by an interactive WhatsApp activation that suggests personalised product picks from its Rakhi Store. The store offers over 3 lakh styles from 2,500+ brands, with a dedicated under-Rs999 section and M-Now delivery for select cities.
PayNearby – Iss Raksha Bandhan, Kuch Alag Karein
PayNearby’s campaign, part of its Digital Naari initiative, encourages brothers to replace traditional gifts with opportunities for their sisters to earn and become self-reliant. It shares stories of women in rural and semi-urban areas running neighbourhood banking and digital services through the program, promoted via radio, social media, SMS, and WhatsApp to the retailer network.
Supertails – Ghar Ke Rakshak
Supertails’ campaign centres on pets as part of Raksha Bandhan celebrations. A pet-friendly rakhi and gift box are offered, with Rs 50 from each sale going toward vaccinating street dogs. Over 5,000 customers will receive complimentary rakhis for their pets.
KorinMi – Skincare Gifting Range
KorinMi debuts a dermatologist-formulated skincare range for Rakhi gifting, priced between Rs499 and Rs2,999. Products include cleansers (Rs 599–Rs 1,499), toners (Rs 699–Rs2,999), essences (Rs599–Rs1,699), creams (Rs599–Rs1,699), and sunscreens (Rs499–Rs1,399), available online and at its Gurgaon clinic.
Medusa Beverages – Naye Andaaz Mein
Medusa’s short film opens with exaggerated ad pitches linking beer to Rakhi before settling on a scene of grown-up siblings watching their favourite childhood cartoon together while drinking beer, focusing on shared nostalgia.
The Body Shop x The Terra Co. – Sustainable Rakhi Gift Box
The Body Shop partners with The Terra Co. on a gift box containing Black Grape shower gel (250ml), body lotion (200ml), and a Beej Raksha Sutra rakhi, priced at Rs1,375. The packaging and assembly are handled by women and artisans.
Zepto – The Kalesh Card
Zepto uses sibling rivalry as the centre of its Rakhi campaign, with playful references to forgotten gifts and disputes over who is the better sibling. The “Kalesh Card” acts as a cheeky nod to the harmless arguments that often accompany the festival.
GIVA – Anushka Sharma Ties Rakhi to Her Dog
GIVA’s campaign features actor Anushka Sharma tying a rakhi to her pet dog, highlighting bonds that go beyond humans. The light-hearted film reflects changing family definitions and the inclusion of pets in celebrations.
CaratLane – Ayush Mehra & Yashaswini Dayama Rakhi Film
CaratLane’s story follows a brother-sister duo played by Ayush Mehra and Yashaswini Dayama through everyday moments of teasing, helping, and sharing. The narrative builds up to a Rakhi exchange framed as part of their ongoing bond.
Anmol – Brother Ties Rakhi to Sister
Anmol’s ad inverts the usual ritual, showing a brother tying rakhi to his sister in recognition of her support and emotional strength. The creative reframes the tradition as one where roles can be reversed.