How brands are celebrating the sibling bond this Rakshabandhan

Here are some Rakshabandhan 2022 campaigns that caught our eye

e4m by Mansi Sharma
Published: Aug 11, 2022 10:49 AM  | 4 min read

Rakshabandhan, an opportunity to celebrate bonds, love, affection, and to kickstart the festive marketing fervour, every year sees multiple brands releasing heartwarming campaigns. Depicting the pure love between siblings and sometimes traversing the bond beyond that, every year, the Rakshabandhan campaigns tend to leave the viewers teary-eyed.


Here are some of the most heartwarming Rakshabandhan ads by brands this year:


Archies Limited “Rishte Kare Mazboot”


The campaign expresses the special bond between siblings who no matter what at any cost stand by each other. The campaign is a classic example of how Indian households function and parents still feel skeptical about making the daughters leave at night whilst the same rule doesn't apply to the brothers and sons but the fact that having a sibling to always cover up and bridge the gap makes the experience of life and a family wholesome.



Asian Paints “Ek hazaaron mein, tera kona hai”


Conceptualized and executed by Asian Paints’ social media and digital creative agency partner – Kinnect, ‘First Roommates’ displays how you can make something unique and special by upcycling it using ezyCR8, rather than discarding it.



Bail Kolhu “#PyaarKiBarni”


Conceptualised by Leads Brand Connect, Bail Kolhu’s Rakhi campaign shows a brother honouring a nostalgic wish of his sister and brings not a traditional gift of something sweet but a gift of memory in the shape of a tart, piquant mango pickle. A touch of unspoken humour that evokes a wistful smile in the otherwise poignant ad is the shocked surprise of the sister that her brother could replicate ‘maa ke haath ka swaad’.



Cadbury Celebrations #ConnectedRakhi


The brand’s latest campaign playfully builds on the insight that during childhood siblings tend to spend much more time together, but as one grows, life and its chaos trumps over spending quality time with loved ones. To change this and usher siblings to make good on the promise of spending the festival together, the brand has introduced Bluetooth enabled #ConnectedRakhi; an innovation that taps into the user’s emotion and blends it perfectly with the brand’s tech-first endeavor.


Consumers can purchase the limited edition #ConnectedRakhi on Amazon or Flipkart. Once purchased, they can then scan the QR code available on the packaging of the Rakhi to download the app which requires a basic sign-up. This will be followed by sisters uploading a voice clip of their brother's promise. The sister then ties the connected Rakhi on the brother’s arm, while it is paired with her phone. If the brother moves away from her or tries to leave, her phone plays the brother’s audio recording where he promised to spend the day with her, in loop, until he comes back to her.


The campaign has been created by Ogilvy and managed by Wavemaker.




Godrej L’Affaire “#RespectAllBandhans”


Conceptualised by the Godrej Brand and Communications team, the film aims to foster love, dignity and care with everyone just like the brother-sister bond which is celebrated on the auspicious day of Raksha Bandhan.



Gulf Oil Suraksha Bandhan Season 4


Creating awareness on the conversation, Gulf Oil released a heart-warming brand film titled Vachan Suraksha ka. This film illustrates an emotional tie between a brother and a sister, and how the two have protected and cared for each other through crucial life events. As a gift of Raksha Bandhan, the younger sister encourages the brother to sign up for Gulf Oil’s Suraksha Bandhan healthcare program, which will take care of her brother’s health post her wedding. The campaign was shot and directed by Mayank Yadav, Bubblewrap Entertainment and the creative concepts and screenplays were written by DDB Mudra.




SKINN by Titan #BestSaidWithSkinn


SKINN, a fragrance brand from the House of Titan, is back with its #BestSaidWithSkinn campaign. The brand releases a new digital video campaign created by Ogilvy & Mather agency to celebrate this Rakshabandhan season with the sibling duo- the renowned fashion stylist and film producer Rhea Kapoor and actor Hashvarrdhan Kapoor. Siblings are your best friends for life, no matter how annoying they can get. The brand celebrates this unsaid love and the bond which is so strong that we would do anything for them notwithstanding the silly fights and bickering.



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