The Rakhi reality: ads that redefine sibling bonds

Time of India

4 days ago

The morning ritual was always the same for Dhruv and his younger sister, Tara. She'd pull his hair just hard enough to wake him, he'd feign sleep for a minute more and then they'd race to the breakfast table, a rivalry that began with who got the first bite of toast. But the real moment that defined their bond wasn't one of these playful battles. It was the first time Tara got into a real fight at school. Instead of telling their parents, she told Dhruv. And instead of scolding her, he gave a knowing nod and in a conspiratorial whisper, gave her advice on how to stand up for herself. He didn't promise to fight her battles, but he promised to teach her how to fight them herself.
That quiet pact between two siblings, sealed not by a thread but by mutual understanding, forged a bond far stronger than any formal ritual. It's in these little moments, those unspoken promises and silent laughs, that the real fabric of their bond is woven.
This
Raksha Bandhan 2025
, the
advertising
world seems to have finally caught up, moving beyond the glittery thread and into the messy, beautiful reality of brother-sister relationships.
This year's festive campaigns have collectively moved away from the tired trope of the 'brother as protector' to a more authentic and egalitarian portrayal. The real story of the festival unfolded in brand campaigns that prioritised emotional nuance and contemporary digital storytelling.
Leading this wave of change is Tanishq with its campaign, 'brothers written by sisters'. The film doesn't show a brother promising protection. Instead, it features sisters sharing heartfelt anecdotes of how their brothers supported their ambitions, respected their choices and helped them grow.
This theme of reframed affection is echoed by Cadbury Celebrations' 'brothers who care' campaign, which highlights 'care in action'—a brother making a thoughtful plan for his sister rather than just giving a gift.
Taking this a step further, Flipkart's "InvoiSIS" campaign playfully rethinks
Rakhi
gifting by creating a film that centers on the "unnoticed or unacknowledged" things sisters do for their brothers, challenging the very premise of the gift-giving dynamic.
MobiKwik's #TraditionSeHatke campaign promotes gifting digital gold while its film features a brother thanking his sister for being a motivator and supporter, celebrating a relationship built on mutual respect.
CaratLane, with its campaign featuring actors Ayush Mehra and Yashaswini Dayama. The ad bypasses ceremonial grandeur to focus on the everyday magic of siblings: the late-night advice, the witty banter and the small, meaningful gestures. It positions jewelry not just as a gift, but as a timeless keepsake that serves as a physical reminder of a bond that grows stronger every year.
Similarly, Casio India's new timepiece campaign redefines gifting by positioning a watch as a symbol of "everlasting love, memories, and time spent together." The film portrays a brother-sister bond from childhood to adulthood, with the watch worn like a
Rakhi
, a modern metaphor for a lifelong promise.
View this post on Instagram A post shared by Casio Watches India (@casiowatchesindia)
In an era defined by speed and digital connections, brands are also finding new ways to tell old stories. Hershey's, with its "bonds unwrapped with Hershey's" campaign, celebrates the evolving meaning of siblinghood by broadening its scope. The campaign includes friendships and father-daughter bonds, reinforcing the idea that it's the connection that matters, not the label. It also features a digital twist with personalised AR greetings, blending a sweet treat with a modern, interactive gesture.
Adding a layer of high-tech innovation, FNP (Ferns N Petals) launched a campaign created entirely with AI. Titled '
door ho ya paas, Rakhi banayein khaas
,' the film features a dynamically personalised voiceover that includes the sibling's name, making a gift feel personal even when sent across continents.
The campaigns of 2025 also demonstrated a sharp understanding of consumer behavior. Instamart's quirky campaign featuring a bodyguard figure, "Shera Bhai," humorously connects the brand's ten-minute delivery promise to a last-minute
Rakhi
rescue. The ad highlights how quick commerce platforms have become the silent heroes of the festival, ensuring no gift is forgotten.
View this post on Instagram A post shared by Instamart (@instamart)
In a similar vein of thoughtful gifting, Skinn by Titan's campaign, 'gift Skinn, to the one you know by heart,' featuring real-life siblings Athiya and Ahaan Shetty, playfully contrasts years of 'silly' gifts with a heartfelt fragrance gift set, repositioning perfume as a personal and meaningful reflection of how deeply you know someone.
For brands with a conscience, the festival was an opportunity to highlight their values. Zouk, a vegan and cruelty-free brand, centered its campaign on the simple act of a brother holding his sister's bag, positioning him as an 'everyday ally' rather than a distant protector. The film brilliantly captures how support today is about standing beside someone, not in front of them. The campaign's focus on this small, relatable gesture aligns perfectly with the brand's ethos of conscious, thoughtful living.
Another brand that hit a home run with its storytelling is Dabur Real. Their campaign, "
bin bole jo saath nibhaye, woh rishta Real kehlaye
" (The relationship that offers support without being asked, that is the Real relationship), captured the quiet, unconditional support that defines many sibling bonds. The film focuses on the unspoken language between a brother and sister-the knowing glances, the timely advice, the shared inside jokes that require no words. By paralleling this emotional depth with the brand's promise of "Real" goodness and nutrition, Dabur effectively connects its product to the heartfelt essence of the festival. It's a classic example of a brand using a universal truth to create a genuine emotional connection with its audience.
The campaigns of 2025 also demonstrated a deeper understanding of the digital-first generation's habits. Myntra's "Rakhi Pledge" campaign, featuring actor Ahsaas Channa, zeroes in on the common "sibling slip-up"—the last-minute gift scramble. With an interactive WhatsApp activation and a curated "M-Now" store for instant delivery, Myntra positioned itself as the ultimate rescuer for the procrastinating sibling.
Campus Activewear's
Raksha Bandhan campaign
, titled "the annual gift review', shot in mockumentary-style, unpacks a sibling tradition that's all too familiar – the yearly audit of Rakhi gifts.
Meanwhile, IGP (Indian Gifts Portal) launched a 360-degree campaign that blended the digital with the physical, creating a real-world buzz with giant, branded carry bags placed in high-visibility locations.
View this post on Instagram A post shared by IGP (@igpcom)
In a particularly bold, humor-driven approach, a young fashion accessories brand named Salty created a microsite where sisters could send brothers mock legal notices for forgetting their gifts, a tongue-in-cheek digital activation that went viral for its sheer relatability.
Some brands even wove a larger social purpose into their Rakhi campaigns. Giva's 'ties of love' campaign redefines
Raksha Bandhan
by celebrating emotional bonds that extend beyond traditional sibling relationships. The campaign showcases the celebration of love and affection between a woman and her dog, challenging traditional gifting norms.
For siblings separated by distance, the "Rakhi Express" campaign by Blue Dart offered more than logistics; it was about delivering love across cities and countries.
Even in the financial sector, we saw brands like Motilal Oswal Mutual Fund drew a thoughtful parallel between the discipline of a traditional ritual and modern money habits. The film, set in a relatable middle-class household, features a light-hearted exchange between a mother and son, reinforcing the idea that discipline is key to nurturing both emotional bonds and a healthy financial journey.
The Raksha Bandhan campaigns of 2025 stand as a testament to the dynamic evolution of a cherished Indian festival. This strategic move by brands was more than just good storytelling—it was a response to a burgeoning e-commerce market that is both expanding and evolving.
This year, quick commerce platforms, in particular, stepped up to the challenge of high-intent, last-minute demand. Zepto, for instance, optimised its dark store inventory and introduced festive-ready packaging to serve the high-intent demand, a strategy informed by the trend that over 65 per cent of Rakhi-related orders in metros came within 72 hours of the festival last year.
According to Unicommerce, India's leading e-commerce SaaS platform, the pre-Rakshabandhan sales during 2025 saw a 24 per cent growth in e-commerce order volumes and a 27 per cent increase in GMV compared to the previous year. This growth, based on over 18 million orders, was led by categories like fashion accessories, jewellery, and beauty products.
Ultimately, the Raksha Bandhan campaigns of 2025 aren't just selling products; they are shaping a new, more resonant story of a bond that is both timeless and ever-changing, a story that is being written not just in the metros, but in towns and cities across the country. And in doing so, they are helping to rewrite the script for a more progressive, and dare we say, a more "real" celebration of siblinghood.