Sibling fails and fashion fixes: Myntra's The Rakhi Pledge campaign

Time of India

3 days ago

This
Raksha Bandhan
,
Myntra
's new campaign is putting a witty spin on the classic problem of last-minute gifting. Anchored by the concept of "The Rakhi Pledge," the campaign takes a light-hearted yet relatable approach to a common sibling slip-up: forgetting to buy a gift. The story is brought to life through a comedic film and an interactive WhatsApp experience, celebrating the unique dynamics of sibling relationships.
The campaign's centerpiece is a film that uses humor to address a serious gifting problem. In the film, three brothers are placed on a dramatic stage, facing an "unimpressed" audience of sisters. They confess their past gifting blunders, from questionable chocolates to generic toiletries. Actor Ahsaas Channa steps in as a narrator, offering a path to redemption for these "forgetful brothers" and countless others. The film highlights how a well-chosen, timely gift can transform a last-minute scramble into a meaningful gesture.
The campaign highlights the reality that every sister is different, each with her own unique style and interests. It suggests that finding a gift that truly reflects her personality is a way to make the gesture more personal and heartfelt.
To solve the last-minute dilemma, the campaign features an interactive WhatsApp experience. Users can message a simple "
Jaldi batao kya gift dun?
" (Quick, tell me what gift to give?) to the designated WhatsApp number. This triggers a series of humorous, personalised videos from Channa, who acts as a guide. She helps users navigate gift options based on their sister's interests, whether she's a "fashion diva," a "beauty buff," or simply "impossible to decode." Each video is followed by product links, making the process of finding and purchasing a gift quick and seamless. Users can access this chatbot by scanning a QR code on various campaign creatives, from broadcast messages to Instagram posts, ensuring it reaches procrastinators exactly where they are.
This campaign blends a relatable sibling story with a practical solution, offering a fun and easy way for people to find the perfect gift even at the eleventh hour.
Speaking on the campaign, Mahima Mathur and Shyan Gershon, creative directors at DDB Mudra, said, 'Brothers mean well. But let's be honest - sweets and crumpled INR 500 notes don't quite cut it as a Rakhi gift. So this year, we gave them a fighting chance. With Myntra's premium gifting range, a pledge, and Ahsaas Channa's picks for every kind of sister, they could finally get it right. It was easily the most fun we've had fixing a sibling problem.'
Speaking on the campaign, Abhishek Gour, senior director, marketing at Myntra, said, 'Raksha Bandhan is a celebration of thoughtful gestures, and behind every meaningful gift is the effort to choose something that truly reflects the bond. At Myntra, we recognise that this isn't just about giving, it's about getting it right. That's why we've brought together an expansive selection across fashion, beauty, and lifestyle to help customers find something that resonates with their sister's personality. Paired with the convenience of M-Now, our campaign aims to transform even the most last-minute gifting into a timely, well-chosen expression of affection.'
Watch the video here: