Raksha Bandhan ads that make the sibling bond stronger

This year, brands melted hearts with emotional but progressive storytelling through their Raksha Bandhan ads

e4m by exchange4media Staff
Updated: Aug 25, 2018 9:30 AM


Raksha Bandhan, the much-awaited festival which signifies the bond between brothers and sisters, will be celebrated across the country on Sunday. When brands come forward and encapsulate the unmatched emotions through beautiful ads, it definitely touches an emotional chord. This year, brands won hearts with emotional but progressive storytelling through their Raksha Bandhan ads. We list a few:

Gits Food

Gits Food, the instant mix brand, has re-launched its digital campaign for Raksha Bandhan. Titled #ThankYouBhaiya, the digital film encourages viewers to express gratitude towards their Bhaiyas - the watchman, liftman and office boy on the occasion of Raksha Bandhan. In this heart-warming video, a girl is seen gifting Gits Gulab Jamuns to her 'bhaiyas' who are not directly related to her as they are the ones who ensure her safety, well-being and security. The core message of the video is to appreciate these everyday heroes who are neglected more often than not. The video also unveils the new packaging of Gits.

Cadbury Celebrations

Mondelez India recently rolled out a new campaign for Raksha Bandhan, in line with Cadbury Dairy Milk’s new positioning of ‘Kuch Achha Ho Jaaye, Kuch Meetha Ho Jaaye’. The new packs of Cadbury Celebrations and Cadbury Gifting Portfolio, are making the festive season even sweeter along with a heart-warming TVC highlighting the brother-sister bond. The new TVC features the story of a younger brother going the extra mile, by sacrificing the money he saved for his cricket bat, to buy his sister a ‘rakhi’ gift – a box of Cadbury Celebrations. Of a simple sacrifice, that enhances the love between them. The new campaign is led by a TVC and further amplified through digital and social activations along with innovative OOH.


This Raksha Bandhan Honeywell’s digital film conceptualised by The Womb showcases the caring side of an elder brother who understands and supports his sister and her professional commitments. This one gives the brother-sister relationship a modern, contemporary twist while still retaining the traditional emotion that shines through during this festival.


Schmitten Moments seems to be trying to champion the thought of equality and respect with its latest campaign conceptualised by ADK Fortune - #EkRakhiAur. As per convention, the sister ties a Rakhi on her brother’s hand in exchange for a promise of protection. But in the present day, where society is giving women an equal status, which they deserve, this tradition is not enough. The initiative by Schmitten Luxury Chocolates, #EkRakhiAur urges sisters to tie not one, but two Rakhis to their brothers. The second Rakhi is a promise of respect, where the brother supports the sister to live life on her own terms. The sister thanks the brother for empowering her and giving her the respect of an equal. Manifested in Schmitten’s latest slice-of-life digital film, the idea lends a new dimension to the relationship between brothers and sisters, enriching the bond in its own sweet manner.

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