In a festival that has long symbolised the unbreakable bond between siblings, Rakshabandhan 2024 saw brands elevate the celebration to a whole new level. This year, it’s not just about the thread that ties a brother to his sister, it’s about the stories, the shared memories, and the playful rivalries that make this relationship one of a kind.
With creative ad campaigns that blend tradition with a modern twist, brands tapped into the heart of this cherished festival, reminding us that while rituals may be timeless, the way we celebrate them can be refreshingly new.
From heartfelt moments to the usual sibling banter, brands like Cadbury, Swiggy Instamart, boAt, and many more, crafted campaigns that resonate with today’s generation, making Rakhi an event to remember. Dive in as we unwrap the most memorable ad campaigns of the season, where love, laughter, and a bit of mischief come together in the spirit of Rakshabandhan.
boAt
This Rakshabandhan, boAt, the audio and wearable brand, has added a playful twist to the traditional celebration with its “Blackmail Brother Academy” campaign.
Led by Bollywood’s iconic villain ‘Kabira’, played by Gulshan Grover from the movie ‘Hera Pheri’, this unique and entertaining initiative brings a mischievous edge to the festivities.
boAt is elevating personalization with its AI-powered microsite BH.AI, where the Blackmailer Professor creates playful and unique blackmail videos. In these videos, Kabira personally addresses brothers by name, teasing them that a secret shared by their sister will be exposed unless they buy her a boAt product. This approach allows sisters to share the videos with their brothers, making the light-hearted blackmail both engaging and fun.
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IGP
IGP, an international gifting platform, has rolled out its ad under the “Amazing Gifts, Samay Par” campaign in celebration of Rakshabandhan. The campaign underscores the importance of timely gifting, portraying it as an act that transcends time and bridges distances, connecting hearts. Drawing inspiration from the famous line “Main Samay Hu” from the Mahabharata, the ad features the iconic voiceover of Harish Bhimani.
The ad serves as a reminder for audiences to send Rakhis to their siblings, highlighting the special quirks that define sibling relationships while encouraging Rakhi gifting. The campaign has been conceptualised by Talented.Agency.
Swiggy Instamart
Swiggy Instamart has teamed up with Rakhi Sawant for this year’s Rakshabandhan campaign. The digital ad film features Sawant in a quirky take on wishing ‘Happy Rakhi’. As part of the collaboration, she will be designing rakhis and delivering customised Rakshabandhan messages through the platform. The ad was shared on Instagram with the caption, “We got Rakhi wishing happy Rakhi before Rakhi”.
The ad film opens with Sawant scrolling through her phone, reading Rakshabandhan messages. She remarks, “People are wishing each other Happy Rakhi. But look at this Rakhi (referring to herself), do I look happy?” The scene transitions to Sawant wistfully flipping through an old photo album, reminiscing about her lifelong dream of becoming famous. She reflects on how she wore many hats, from actress to reality show star to paparazzi favourite, yet every Rakshabandhan, people seemed to forget about this Rakhi, once again referring to herself.
As the film continues, she thanks Swiggy Instamart, saying, “Swiggy Instamart wale kitne sweet hain,” (Swiggy Instamart people are so sweet) and shares how the platform has allowed her to design cute rakhis for customers to send to their siblings, along with personalised messages. She then adds, “Include me in your celebrations this year too, after all, I’m your sister too, right?
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FNP
FNP has rolled out a new reel on its social media platforms, featuring Bollywood cousins Karisma Kapoor and Armaan Jain engaging in playful banter. The campaign emphasises their close bond while showcasing the meaningful gesture of sending gifts through FNP, particularly when loved ones are miles away.
In the video, Kapoor is at a shoot when she receives a notification from FNP, confirming the delivery of her Rakhi gifts to Bebo, Ranbir, and her other cousins. Around the same time, her cousin Jain video calls to share his excitement upon receiving the gift. Despite their busy schedules and being apart, Kapoor’s thoughtful gesture and Jain’s happy reaction perfectly capture the joy of exchanging gifts during Rakhi.
In another ad campaign for the brand, Sumeet Vyas recounts his playful sibling dynamic in his own unique style. His sister always manages to find unique ways to make him feel “small” with her thoughtful Rakhi gifts. Struggling to find equally special return gifts, Vyas is directed to FNP.com as the perfect solution.
The video showcases his genuine amazement at the variety of Rakhis and gifts available on the platform, urging brothers to go beyond the conventional “shagun ka lifafa” and put more effort into their Rakhi gifting.
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Ferrero Rocher
Ferrero Rocher and Ferrero Rocher Moments have embraced the spirit of sibling love this Rakshabandhan with two new brand films starring Hrithik Roshan and Sara Ali Khan. The campaigns emphasise Ferrero Rocher as a luxurious indulgence and Ferrero Rocher Moments as the ideal gift for everyday celebrations, adding a special charm to the festive season.
Cadbury Celebrations
This Rakshabandhan, Cadbury Celebrations has introduced the #CreatingMemoriesNeverClicked campaign, designed to transform unrecorded moments into treasured keepsakes. Centred on celebrating the sibling bond, the initiative offers brothers a unique opportunity to convey their affection through cherished memories, whether it’s through playful teasing or the act of saving the final piece of chocolate.
Under the hashtag #CreatingMemoriesNeverClicked, the brand has introduced a microsite that allows users to transform undocumented moments into realistic photographs. On this campaign website, brothers are invited to share memories that highlight their unique bond with their siblings, accompanied by their photos.
Leveraging cutting-edge technology, including AI and advanced upscaling methods, the microsite brings users’ personal memories to life through customised images. Created by Ogilvy India’s creative tech team, the site features facial restoration and de-aging.
Haldiram’s
Haldiram’s, the renowned sweets and snacks company, has unveiled its Rakshabandhan campaign with a new TVC titled ‘Rakhi ka Bandhan Manao, Bhar ke pyaar Jatao.’ This campaign underscores the enduring promise of love, protection and care that Rakhi embodies.
The TVC beautifully embodies the essence of Rakshabandhan, portraying the Rakhi thread as more than just a symbol. It represents a heartfelt commitment to nurturing the cherished bond of childhood. The adage “Samay Sambandhon ka Naam – Haldiram’s” evokes nostalgia, highlighting the enduring love between siblings despite the passage of time. Haldiram’s emphasises that the bond of love remains unwavering, regardless of how much time goes by.
Zepto
Zepto’s latest campaign, ‘Rakhi Aapki, Lifafa Humara,’ adds a modern touch to the traditional Shagun ka Lifafa. In this special Zepto lifafa, both brothers and sisters receive a scratch card offering chances to win prizes like cars, iPhones, international trips, TVs, speakers, washing machines, and more. The highlight? Everyone’s a winner – no lifafa goes empty, not even for the brothers.
The brand has launched a humorous rap ad-film that perfectly captures the playful banter and affection that define sibling relationships. Set to a catchy tune, it brings the fun to life and is sure to leave everyone smiling.
Myntra
Myntra has launched its Raksha Bandhan campaign, featuring sibling duo Arjun Kapoor and Khushi Kapoor in two ad films. Titled ‘Tyohar Ready with Myntra’, the campaign highlights the platform as the ultimate destination for festive gifting, with a special focus on Rakhi. The campaign was conceptualised by Toaster.
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Spykar
Spykar has unveiled a fresh campaign that redefines tradition with a twist. The brand has introduced the ‘Rakhi Hamper,’ a thoughtfully curated gift set aimed at sisters looking to surprise their brothers. Titled #ThreadsOfLove, the campaign beautifully captures the spirit of the sibling bond, blending heartfelt gestures with a touch of modern innovation.
Gits Food
Gits Food’s ‘Thank You Bhaiya’ campaign returns this Raksha Bandhan with a refreshing take on brotherly bonds. Shifting the focus from traditional sibling relationships, the campaign shines a light on the unsung heroes in our lives, the delivery person who goes the extra mile, the supportive neighbour, or any ‘bhaiya’ who has been a quiet pillar of strength. This year, Gits is targeting a younger audience, urging them to acknowledge and express gratitude to these often-overlooked figures.
The campaign film beautifully portrays these unique relationships through a simple yet powerful gesture of sharing a Gits gulab jamun.
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FlowerAura
FlowerAura has unveiled a touching Rakhi campaign titled #YaadonKaBandhan, celebrating the bond of sibling love. The campaign emphasises the deep connections and treasured memories between siblings.
The campaign video goes beyond daily disagreements, illustrating that Rakhi is more than a tradition,it’s a narrative of shared laughter, whispered secrets, playful squabbles, and heartfelt moments that characterise the unique sibling relationship.
Karigari
Karigari by Chef Harpal Singh Sokhi, the fine dining restaurant chain, has taken a bold and compassionate step to honour the bond between brothers and sisters. This year, Karigari has launched a heartfelt initiative titled “Empowering Sisterhood, Flow with Care,” dedicated to raising awareness about menstrual hygiene and ensuring that every woman is protected and cared for, just like a brother would protect his sister.
In a move that reflects Karigari’s deep commitment to social responsibility, the restaurant has installed free disposable sanitary napkin dispensers in all its outlets. The campaign is also heavily supported by a vibrant social media movement, featuring the hashtags #MenstrualHygieneMatters and #EmpoweringSisters. Karigari has invited everyone to join the conversation, share their stories, and spread the word about the importance of menstrual hygiene.
The campaign will be amplified through engaging content, influencer collaborations, and partnerships with NGOs and healthcare professionals to reach as many women as possible.
GM Modular
GM Modular launched its Rakshabandhan campaign, ‘Bandhan Nok Jhok ka,’ celebrating the unique and playful bond between siblings. This campaign aims to rekindle nostalgic memories of childhood banter and the special connection that defines sibling relationships.
The campaign centres around a series of humorous and relatable scenes featuring a
brother-sister duo. From playful teasing over chocolate to pranks with smart home devices, the scenes capture typical sibling banter. It culminates in a heartwarming Rakhi exchange, where the brother gifts his sister GM speakers, highlighting their underlying affection.
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