Traditionally an occasion to honour the bond between a brother and a sister, Raksha Bandhan has evolved to become a celebration between siblings regardless of their gender, including those we consider closest to us.
This year, brands across categories chose to center their festive campaigns on emotionally driven narratives that captured the sibling dynamic in different ways.
Here are the best Raksha Bandhan campaigns this year, handpicked by the MOM team:
Bombay Shaving Company
Siblings help one another shine through life. This touching ad captures the love and admiration younger siblings have for their bhaiyas and didis, and the precious role siblings play in each other’s lives.
Not all presents come in boxes. Amazon’s emotionally stirring ad film depicts how Raksha Bandhan is not just about material gifts, but more importantly the love and protection we offer our siblings.
Skinn by Titan
Our siblings are perhaps our first best friends. There is no one else with whom we share as many memories as with them. This relatable ad by Skinn, the fragrance brand from Titan, depicts what it’s like to grow up with a sister through a heartwarming conversation between Manushi and Dewangana Chhillar.
There’s nothing more fun than some banter with our siblings. It’s an older sibling’s job to boss the younger ones around. This short and sweet ad featuring a brother-sister duo packed with a whole lot of humour brilliantly highlights the Swiggy Genie feature.
This clutter breaking ad by Tanishq celebrates the fuss-free relationship between sisters-in-law. Women are often pitted against one another, especially in scenarios such as a newly married bahu moving into her new household. Tanishq beautifully does away with the stereotype and depicts sisterhood by choice in its Raksha Bandhan campaign.