MobiKwik celebrates the evolving sibling bond with its #TraditionSeHatke campaign
MobiKwik
has launched a new campaign
#TraditionSeHatke
, a fresh take on
sibling relationships
that goes beyond convention.
At its core is a film that reimagines Rakhi as a
celebration of gratitude
, equality and mutual support between brothers and sisters.
The film features a brother writing a heartfelt thank-you letter to his sister, a tribute to her many roles in his life: motivator, confidante and biggest cheerleader. It gently challenges the traditional one-way narrative and instead shows that care and strength flow both ways.
Departing from the usual cash or gifts, the story ends with the brother gifting his sister 100 per cent pure
Digital Gold
via the MobiKwik app, a gesture that is both meaningful and lasting. The campaign also underscores the ease of buying and
gifting Digital Gold
on MobiKwik. Whether for festivals, milestones, or everyday appreciation, Digital Gold offers a simple, modern way to make someone feel valued - all in just a few taps.
Jaskaran Singh Kapany, chief marketing officer, MobiKwik, said, 'Raksha Bandhan has long stood for the brother's promise to care for his sister. But today, it is about shared strength and mutual respect. With #TraditionSeHatke, we are celebrating this
modern sibling dynamic
and introducing Digital Gold as a contemporary expression of love and gratitude.'
Watch the video here:
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