Raksha Bandhan 2024 has brands across the board getting creative, turning this traditional celebration of sibling love into a strategic marketing opportunity. From heartwarming films to modern twists on age-old traditions, these campaigns are not just about tying a rakhi—they’re about connecting with consumers on a deeper level. Each brand is weaving its narrative into the fabric of the festival, blending emotional appeal with savvy business moves, ensuring that the spirit of Raksha Bandhan resonates far beyond the simple exchange of gifts. BrandWagon Online has taken a closer look at these campaigns to understand how they are shaping brand narratives and engaging with audiences. It is to be noted that the sequencing of this coverage does not imply any ranking or preference of the campaigns.
Apollo Tyres: A subtle celebration of sibling bonds
Apollo Tyres marks Raksha Bandhan with a short film that highlights the quiet yet powerful connection between siblings. The campaign emphasises the unspoken understanding and deep affection that characterise these relationships, reflecting the festival’s essence of love.
Zepto: Rakhi Aapki, Lifafa Humara – A modern take on tradition
Zepto introduces a contemporary twist on the traditional Shagun ka Lifafa with their campaign ‘Rakhi Aapki, Lifafa Humara.’ Building on the success of their previous campaigns, Zepto aims to deliver over 3.5 million orders this Raksha Bandhan, offering special scratch cards with prizes worth Rs 5 crore, ensuring everyone feels like a winner.
BlueStone: Redefining familial bonds with #ThreestoOne
BlueStone’s Raksha Bandhan campaign, ‘#ThreestoOne,’ explores the dynamics of modern relationships, where friendships often evolve into family bonds. The campaign follows a married couple and the husband’s best friend, illustrating how these connections can mirror sibling relationships, all while showcasing BlueStone’s latest jewellery offerings.
BAJAJ and Chef Kunal Kapur: A culinary challenge with a Raksha Bandhan twist
BAJAJ collaborates with Chef Kunal Kapur for a Raksha Bandhan-themed Mystery Box Challenge. The campaign features Chef Kapur using BAJAJ’s Evoque 1000W Mixer Grinder to create a unique twist on Kaju Katli, highlighting the brand’s focus on durability and innovation in kitchen appliances.
Bobble AI’s #WhatsYourBandhan
Bobble AI’s ‘WhatsYourBandhan’ campaign brings a humorous angle to sibling relationships, using memes, stickers, and AI-driven features to enhance Raksha Bandhan celebrations. The campaign encourages users to share their funniest sibling conversations, making the holiday more interactive and memorable.
Myntra: Tyohar ready with Arjun and Khushi Kapoor
Myntra’s Raksha Bandhan campaign features Arjun Kapoor and Khushi Kapoor, positioning the platform as a one-stop destination for festive shopping. With an extensive range of Rakhis and gifts, Myntra aims to simplify the Raksha Bandhan shopping experience, offering something for every customer.
FlowerAura: #YaadonKaBandhan – Cherishing sibling memories
FlowerAura’s campaign, #YaadonKaBandhan, celebrates the enduring bonds between siblings, focusing on the cherished memories that define these relationships. The brand’s extensive Rakhi collection, available globally, underlines its commitment to making the festival special for everyone.
Archies: Rishte jazbaton ke – Celebrating the bonds of love
Archies’ Raksha Bandhan campaign, ‘Rishte Jazbaton Ke,’ reflects on the emotional connections between siblings, from childhood fights to adult camaraderie. The brand continues to offer a wide range of personalised gifts designed to strengthen the bonds of love.
Insight Cosmetics: Honoring soldiers’ families with Raksha Bandhan gifts
Insight Cosmetics celebrates Independence Day and Raksha Bandhan by sending exclusive gifts to the sisters of soldiers. This initiative underscores the brand’s commitment to honouring the contributions of soldiers and their families, symbolising the bond of protection and the spirit of freedom.