Raksha Bandhan has always been a celebration of protection, love, and lifelong bonds, but in today’s world, that bond goes far beyond the traditional thread between brothers and sisters. In 2025, brands across industries have reimagined this emotional festival in fresh, relatable, and often unexpectedly touching ways.
From humour and nostalgia to tech-driven innovation and inclusive storytelling, this year’s Rakhi campaigns speak to the modern sibling experience full of chaos, care, connection, and a whole lot of heart.
What makes this season’s campaigns stand out is their ability to reflect real relationships that are messy, hilarious, supportive, and ever-evolving. Whether it’s Blinkit’s wildlife-inspired sibling species, Zepto’s Kalesh-filled chaos, or Flipkart’s witty invoice calling out lazy brothers, these films dive deep into everyday sibling dynamics that are instantly relatable. Meanwhile, brands like FNP and MobiKwik use technology to heighten the emotion, creating AI-personalised videos or sending digital gold with a heartfelt note reminding us that love, like everything else, is going digital.
But Rakhi in 2025 is not just about the sibling bond. Several brands go beyond the expected to explore broader definitions of protection and love.
Together, these campaigns reflect a beautiful shift in how brands approach festivals not just as marketing opportunities, but as moments to tell human stories. Rakhi is no longer limited to just a brother-sister ritual; it has grown into a celebration of all bonds that offer care and connection, be it with a friend, a mentor, a roommate, or even a pet. And as our relationships continue to evolve, so will the festival become more inclusive, more heartfelt, and more meaningful with every passing year.
GIVA
For years, Raksha Bandhan has celebrated the timeless bond between brothers and sisters, but what about the furry little beings who’ve protected us, loved us unconditionally, and stolen our hearts (and socks) since the day they walked into our homes?
GIVA decided to give this tradition a sparkly twist. The campaign opens with brand ambassador Anushka Sharma tying a rakhi to her dog, cheekily complaining that he never gets her a gift. It’s relatable, real, and irresistibly funny.
Just as the moment hits peak cuteness, a signature GIVA jewellery box appears, turning the scene into a paws-itively perfect Rakhi surprise. The brand taps into a rising trend: including pets in family rituals, because they are family.
Conceptualised and executed in-house, the campaign is equal parts heartwarming and hilarious. GIVA proves that Rakhi isn’t just about tradition, it’s about love, in all its forms, even the four-legged kind.
FNP
Every time Raksha Bandhan, the festival of bonds, comes around, it sparks a wave of nostalgia for long-distance siblings. Whether they’re living in another Indian city or halfway across the world in Canada or Dublin, the emotion is the same. Somewhere between a thread tied on the wrist and a tear wiped during a video call, Raksha Bandhan has evolved. And this year, FNP decided to supercharge it with AI, emotion, and a whole lot of brand swag under the ‘Rakhi Banayein Khaas’ Campaign.
You get a Rakhi video out of nowhere. Not just any video, it’s narrated by Piyush Mishra, dripping with emotion, nostalgia, and a voice that sounds like every poem you wish someone wrote about you. Then suddenly, your name pops up in the story. Yup, it’s about you and your sibling, made just for you, by AI. No, this isn’t a sci-fi film. It’s FNP’s newest Raksha Bandhan stunt where technology and tradition meet and get all teary-eyed together.
But that’s just act one. In a plot twist that only FNP could pull off, they launched a brand-led Rakhi collaboration drive, inviting brands to design their own symbolic Rakhis. Think of it as a creative thread that carries the essence of a brand and the heart of a sibling bond.
These custom Rakhis weren’t just pretty faces either; they came with Instagram-worthy visuals and thoughtful captions, turning brand philosophy into mini love stories between brothers and sisters. FNP didn’t just run a festive campaign; they threw tradition a makeover, gave it a mic, an algorithm, and let it speak the language of now.
Blinkit
Blinkit’s Raksha Bandhan campaign feels like watching a wildlife documentary but with a fun twist. Instead of animals in the jungle, the film shows a brother and sister living under one roof, behaving like two wild creatures. The voiceover calls them ‘Prakriti ki do nayaab prajatiyan’- two rare species of nature, and from the very first scene, it’s clear this is going to be both funny and relatable.
The brother and sister are always fighting over food, the TV remote, and just about everything else. They annoy each other on purpose, play silly tricks, and never let the other live in peace. It’s a wild, chaotic mess, but one that feels very real to anyone who’s grown up with a sibling.
Then, something changes. The day of Raksha Bandhan arrives. The noise dies down, and for once, they’re not arguing. The sister ties a rakhi on her brother’s wrist, and he gives her a gift. Just for a little while, they stop being wild and start being sweet. It’s a moment of peace, laughter, and love.
With this funny and heartwarming film, Blinkit reminds us that even though siblings fight all the time, Raksha Bandhan is the one day when they show how much they truly care. And after that? Well, the wild fun continues just like always.
Myntra
Let’s face it, when it comes to Raksha Bandhan, most brothers either forget the gift entirely or show up with the same old box of chocolates, bought suspiciously at the last minute. This year, Myntra decided to turn that annual sibling chaos into a full-blown spectacle with ‘The Rakhi Pledge campaign’, a cheeky, cinematic confession of every brother’s gifting blunder, set against a dramatic stage and a stadium full of unimpressed sisters.
Fronted by the effortlessly witty Ahsaas Channa, the campaign isn’t just a film; it’s a wake-up call. As nervous brothers publicly confess their past Rakhi fails, Ahsaas steps in as the savior, redirecting them to Myntra’s Rakhi Store, where over 3 lakh styles await, from ethnic wear and beauty finds to gourmet hampers and accessories that scream effort.
But the real MVP? Myntra’s WhatsApp gifting experience. One quick message, ‘Jaldi batao kya gift dun?’ and you’re greeted by Ahsaas herself, serving up rapid-fire suggestions based on your sister’s personality. Whether she’s a skincare queen, a fashionista, or just ‘impossible to shop for,’ Myntra’s personalized videos and instant product links turn panic into perfectly-picked presents all within minutes.
And for the truly last-minute legends, there’s M-Now: over 800+ gift options and 300+ Rakhi styles, delivered in as little as 30 minutes across top cities. With premium brands like Calvin Klein, MANGO, Hidesign, and more, Myntra hasn’t just solved the last-minute gifting problem; they’ve turned it into a fun and heartwarming Rakhi comeback story.
Zepto
We’ve all been there, those all-year-round sibling battles over who gets the TV remote, the heartbreak of discovering your favourite chocolate mysteriously vanished (thanks to them), or the ultimate betrayal: your secrets casually leaked to your parents. It’s a cycle of chaos that every sibling pair lives through.
But come Raksha Bandhan, something magical happens. Those two certified monsters suddenly transform into the most sentimental duo, tying rakhis, exchanging sweets, and pretending like they haven’t spent the past 364 days plotting against each other.
And of course, what’s Rakhi without a little extra drama? Zepto decided to stir the pot (in the best way) with their limited-time ‘Kalesh Card’ offer from August 7 to 9. Every order came with a chance to win iPhones, iPads, and more. But the real star? That name. ‘Kalesh’ isn’t just a word; it’s a full-blown emotion.
At its core, the campaign is a love letter to the messiness of siblinghood. Not the polished, idealized version but the real deal, with eye-rolls, pranks, and emotional curveballs. Zepto reminds us that the magic of Rakhi isn’t in the rituals, it’s in the relentless roasting, the silent support, and the surprise moments of softness. And honestly? That’s what makes the bond unbreakable and unforgettable.
Dabur
Not every act of love needs to be loud. Some of the most powerful expressions of care happen in quiet moments, the ones that don’t demand attention but leave a lasting impact. Because not all heroes wear capes. Sometimes, they show up in simple ways, like your brother making sure you’re okay without ever saying it out loud.
Dabur Réal’s Raksha Bandhan campaign, titled ‘Bin Bole Jo Saath Nibhaye, Woh Rishta Réal Kehlaye,’ beautifully captures this quiet, unspoken love that defines the bond between siblings. It’s not about grand gestures or fancy gifts.
The heart of the campaign lies in a touching narrative featuring a pregnant sister, surrounded by worried family members, wondering how she’ll manage everything. Just when the concern thickens, her brothers enter the scene light-hearted, teasing, and perfectly in sync. In true sibling style, they joke, ‘Everything’s not always about you,’ before reassuring everyone that the baby is lucky to have a mom who has them, too. It’s goofy, it’s tender, and it’s the kind of love that doesn’t always need words; it just shows up.
What makes this campaign stand out is its emotional intelligence. It doesn’t just highlight the ritual of tying a rakhi; it dives deeper into what that thread truly represents. Protection isn’t always about shields and swords. Sometimes, it looks like quiet support, shared responsibilities, or simply being there without being asked. Just like Dabur Réal, which stands for real care, real goodness, and real nourishment.
Tanishq
This Raksha Bandhan, Tanishq offers a refreshing take on sibling relationships with its latest campaign that subtly challenges long-held societal norms. The film opens with a father proudly placing a signboard outside their home, bearing only some names. When his daughter questions this, pointing out that she, her mother, and even her brother are part of the family too, it sparks a quiet but powerful moment of reflection.
What unfolds is a warm, everyday scene that highlights a deeper message of how often we overlook women in the spaces they equally belong to. The daughter’s simple observation becomes a gentle push toward inclusion, not just in name but in everyday recognition. Her brother’s presence in the scene reinforces this bond, not one of hierarchy, but of shared space and respect.
The brand turns its lens toward brothers and sisters, portraying their bond as one that grows through mutual understanding rather than traditional roles or rituals.
By rooting the message in relatable family moments, Tanishq redefines what Raksha Bandhan can represent: a celebration not just of protection, but of equality, empathy, and love. It’s a quiet revolution in storytelling, wrapped in the warmth of siblinghood.
MobiKwik
What does a modern-day Rakhi look like? MobiKwik’s heartwarming campaign gives us the answer by shining the spotlight on a bond that often goes unnoticed: the role of an elder sister. From teaching her younger brother how to ride a scooty to helping him navigate life’s little lessons and even shielding him from their parents’ scoldings, she’s always been his quiet protector and guide.
In a world that’s constantly changing, the campaign beautifully blends tradition with today’s reality. Instead of a typical Rakhi gift, the brother decides to do something more meaningful. He writes a heartfelt letter to his sister, thanking her for every moment she stood by him, every lesson, every laugh, every time she had his back.
And along with the letter, he sends her something special: 100% pure Digital Gold through the MobiKwik app. It’s simple, thoughtful, and perfectly modern, a gift that says ‘thank you’ in a way that fits the times we live in.
With this campaign, MobiKwik reminds us that Raksha Bandhan isn’t just about the rakhi or gifts. It’s about celebrating those quiet, powerful moments of care and how love, whether expressed in words or digital gold, never goes out of style.
Flipkart
Flipkart’s Raksha Bandhan campaign taps into a feeling every elder sister knows too well, the long list of favours she’s done for her younger brother. From keeping his secrets safe to giving him the best gift, she’s always gone above and beyond. And what does she get in return? A random gift, like a potted plant or a last-minute rakhi combo, seriously?
This year, Flipkart brings a fun twist to that age-old imbalance. The campaign introduces a clever idea: a sister’s invoice.’ It lists out everything she’s done for her brother over the years, from emotional support to stolen tiffins, giving it all a value. It’s playful, funny, and oh-so-relatable for anyone who’s ever been the more responsible sibling.
The ad shows the sister once again choosing the perfect gift for her brother while he, true to form, settles for something odd and last-minute. But this time, the invoice is a reminder: maybe it’s time he stepped up his gifting game.
With its witty storytelling and emotional touch, Flipkart’s campaign strikes a perfect balance between humour and heart, reminding us that while sisters rarely ask for anything, they deserve something special.
Duville Estates
This Raksha Bandhan, Duville Estates redefines the meaning of protection with its touching campaign, #GotYourBack. Moving beyond the traditional brother-sister narrative, the campaign opens up the festival to celebrate all those who’ve offered silent, unwavering support, whether it’s a sibling, mentor, roommate, best friend, or even a beloved pet. It’s a reminder that the spirit of Raksha Bandhan is not bound by blood, but by the bonds of empathy, care, and connection.
At the heart of the campaign is a call to the Duville community from followers on Instagram to homeowners at the Riverdale micro-township to share stories that celebrate those who’ve had their back. Participants are encouraged to post reels, stories, or short video messages using the hashtag #GotYourBack.
To bring the campaign into the physical world, Duville Estates has created a unique on-ground experience with a ‘Wall of Promises’. Visitors, homeowners, and partners can scribble a personal message on a post-it, tie a rakhi, and attach it to the wall, transforming a simple gesture into a meaningful expression of love, trust, and gratitude.
