Archive · 9 Aug 2025
Brands Redefine Rakhi: Campaigns Go Beyond Tradition
Raksha Bandhan is getting a makeover!
Brands are creating new ads and products that celebrate the holiday in different ways.
Instead of just brothers and sisters, they're including friends, parents, and even pets.
Some ads show sisters being strong and independent, while others focus on fun memories.
There are gift options for everyone, from chocolate to skincare.
These campaigns aim to show how families and relationships are changing and evolving.
Brands are promoting diverse Raksha Bandhan narratives beyond traditional roles.
Hershey India highlights varied relationships through a short film and gift packs.
Tanishq's film explores sibling emotional growth from a sister's perspective.
Campaigns feature pets, financial independence, and inclusive definitions of family.
Various brands offer gift options, including skincare, chocolates, and sustainable products.
- Who
- Hershey India, Tanishq, Campus Activewear, and others.
- What
- Brands are releasing Raksha Bandhan campaigns with new narratives.
- When
- During Raksha Bandhan 2025.
- Where
- Across India, various platforms.
- Why
- To celebrate and redefine Raksha Bandhan with modern perspectives and offerings.
Traditional View
Modern View
Defining Relationships
Traditional View
Raksha Bandhan centers on the brother-sister relationship
Modern View
Raksha Bandhan can extend to a wider range of relationships, like friends, pets, and parents.
Roles & Gifts
Traditional View
Rakhi traditionally involves the brother providing protection and gifts.
Modern View
Sisters can be independent and supported. Gifting isn't just a one-way street.
- Hershey's Gift Packs
- Include QR codes for personalized AR greetings
- Myntra's Offering
- Over 3 lakh styles from 2,500+ brands
- PayNearby Initiative
- Digital Naari promoting financial independence
- Supertails Campaign
- Offers pet-friendly rakhis and donates to street dog vaccinations
- Body Shop x The Terra Co. Box
- Contains Black Grape shower gel, body lotion and a rakhi
- Zepto Campaign
- Features a "Kalesh Card" referencing sibling rivalries