Raksha Bandhan ads strike a balance between 'emotional' and 'progressive'

From emotional to progressive storytelling, brands spin heartwarming tales with unique Raksha Bandhan ads

e4m by exchange4media Staff
Published: Aug 7, 2017 7:57 AM  | 3 min read

Raksha Bandhan, the much-awaited festival which signifies the inimitable bond between brothers and sisters, is upon us. When brands come forward and encapsulate the unmatched emotions through beautiful ads, it definitely touches one’s emotional side. This year, brands melted hearts with everything from emotional to progressive storytelling through their Raksha Bandhan ads.

Reliance Jewels

Conceptualized by Kaleido Communications, Reliance Jewel’s TVC revolves around a heartwarming moment based on the festival. This film captures a unique bond between a girl who receives earrings as a gift on tying a Rakhi on her brother’s wrist. The usual emotion of a sister jumping with glee is not displayed; instead the girl is hesitant on receiving such a precious gift. The brother then moves to stand in front of a photograph on a wall. It is then that we come to know that the girl has lost her real brother on the battlefront and the ‘Rakhi brother’ is making up for the loss. The video, #ReshmaThakursMemorableMoment, with the tagline ‘10 saal. Unginnat pal. Har pal anmol’ takes an emotional route and wins hearts unequivocally.


Taking a progressive approach, this TVC breaks stereotypes by mirroring changing times and how the bond between a brother and sister has evolved. This Raksha Bandhan, Micromax is celebrating this progressive sibling relationship in which ‘Raksha’ takes a new meaning; where just like her brother, the sister also protects, defends and supports her brother. While most have always thought of the festival of Raksha Bandhan as one wherein a stronger brotherly figure protects his sister, this TVC differs and makes a point.


Conceptualised by Ogilvy & Mather, Bangalore and directed by Afshaan Sheikh of Good Morning Films, the film tells the story of a young man who just cannot fathom why his grandmother doesn’t mind getting the same gift for Rakhi, every year. The campaign #DeliverTheLove encourages people to slow down and enjoy the festival with their loved ones as they experience the magical moments of the festival. It also aims to remind people of the importance of the human connect.

Kwality Walls

The TVC shows how our siblings are also our best friends. That's why it is so hard for us to share them with others. The ad beautifully and realistically captures the brother-sister bond and makes you smile from ear to ear. The relatability quotient makes you like the ad and immediately think about your siblings.


With a slightly more unique take on Raksha Bandhan,  GoAir epitomized the festival with its in-flight cabin crew tying rakhi  on the wrists of CRPF Jawans at Srinagar airport, to express love and respect for providing security to all those who fly in and out of Srinagar airport throughout the year.


India’s elite Border Security Force (BSF) at the international Wagha – Attari Border received a pleasant surprise from kids and their favourite toons, Dora and Shiva, from kid’s entertainment franchise, Nickelodeon. The force that spends the entire year away from their families protecting the nation’s 7000+ kilometres land border had kids along with the toons pay them a visit to celebrate the auspicious occasion of Raksha Bandhan in its true essence of “Surakshabandhan”.  The children along with the toons tied the symbolic rakhi on the soldiers’ wrists as a prelude to the iconic retreat ceremony, thus saluting their bravery.

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