Tied with a bow, wrapped in wit: Rakhi 2025's best ads

Rakhi season isn’t just about exchanging gifts, it’s about exchanging jabs, inside jokes, and decades of sibling dirt you could blackmail each other with. Brands this year didn’t just ride the sentiment train, they cranked up the drama, comedy, and creativity to VIP class.

From awkwardly sweet moments to laugh-out-loud twists, Rakhi 2025’s ad roster proves one thing: sibling love sells best when it’s a little messy, a lot relatable, and wrapped in the kind of storytelling that makes you hit replay before the mithai’s even gone. These campaigns don’t just celebrate the bond, they sneak into it, pull a prank, and leave you grinning like the sibling who got the bigger ladoo.

GIVA Jewellery - Raksha Bandhan

Turns out, brothers can have four paws and floppy ears. Featuring Anushka Sharma and her dog, this ad flips the script on who counts as a “brother.” It’s warm, fuzzy, and uses the bond between a pet and owner to expand the Rakhi narrative. The message? Tie a rakhi to anyone who protects, loves, and stands by you.

Zouk Raksha Bandhan “Hold My Bag”

Zouk’s heartfelt Rakhi film reframes sibling support, “He didn’t hold me back; he held my bag.” The ad highlights how “standing beside” a sister, not shielding her, reflects modern care. Its simple, universal gesture, holding a bag, delivers emotional resonance.

View this post on Instagram

A post shared by Zouk (@zoukonline)

Réal Fruit Juices - “Celebrate the Real Bond”

Réal keeps it mushy and wholesome. Their 2025 ad celebrates the kind of sibling bond that doesn’t need words, the one that makes tough times easier and stands strong without asking for anything in return. It’s sentimental without being saccharine, with the brand’s bright packaging anchoring the visual storytelling.

Cadbury Celebrations - #BrothersWhoCare

Cadbury’s “Brothers Who Care” ad rebooted Rakhi feels by flipping expectation. The brother ditches a random date and instead plans an entire day for his sister. Cue the “kuch accha ho jaaye” feels, just sweeter. Multi-channel rollout and targeted digital nudges made sure brothers didn’t forget the real priority.

Myntra M Now - “The Rakhi Pledge”

Myntra takes a comedic route with delivery urgency as the hook. The ad builds drama around last-minute Rakhi gifting panic the brother's need to learn how deal with every year and promises salvation and saving their best bro title starting in just 30 minutes via M Now. It’s fun, fast-paced, and lands its point: why settle for average when you can gift fashion-forward, instantly?

Tanishq - “Brothers, Written By Sisters”

In this gentle, poetic spot, sisters narrate moments that shaped their brothers. The soft-focus visuals, intimate voiceovers, and minimal product intrusion make it pure storytelling. Tanishq leans on emotional authenticity rather than flashy displays, cementing its festive campaigns as timeless tear-jerkers rather than transactional pitches.

Zepto - “Siblings Love Language = Kalesh”

Zepto celebrates sibling banter by turning “kalesh” (playful fights) into a limited-time reward via the Kalesh Card. The humour hits home with its cultural accuracy, and the promo adds a tangible hook. It’s the kind of short-form creativity that thrives on social, riding on relatability and a wink to everyday chaos.

Flipkart Minutes - Inner Monologue Insta Trend

Based on a viral trend, the brother narrates his sister’s inner gratitude after receiving a gift… until the delivery guy hijacks the monologue to claim the credit. Flipkart Minutes ties the gag to its 10-minute delivery promise, blending humour with brand service in a way that feels native to social.

Flipkart Invoisis - “Raise an Ehsaan Invoice”

Flipkart Invoisis lets sisters log every favour done for their brothers, then “invoice” them for the perfect Rakhi gift. The tongue-in-cheek execution makes sibling pettiness fun, while tying back to Flipkart’s shopping ecosystem. It’s a neat balance of humour, platform integration, and festival relevance.

Casio Watches India - “Gift a Moment”

Casio keeps it minimal and emotional, a watch being tied on the wrist instead of a traditional Rakhi, framed as “gifting a moment.” It’s simple, elegant, and aspirational, with the product as the emotional core rather than a side note. A clean example of when less really is more in festive advertising.

View this post on Instagram

A post shared by Casio Watches India (@casiowatchesindia)

Instamart - Rakhi Campaign with Salman Khan’s Bodyguard Shera

Instamart’s Rakhi ad features Shera, portraying him as a dependable protector, from holding back a rickshaw to stopping pranks, ensuring women’s safety. The ad frames him as a silent guardian, resonating with Rakhi’s protective sentiment.Smart casting and clear emotional alignment with the festival’s theme.

View this post on Instagram

A post shared by Instamart (@instamart)