Brands Strengthen The Sibling Bond With Doting Campaigns

This Rakshabandhan, brands across sectors are keeping their best foot forward to make the occasion joyous and exciting for the brothers and sisters

Continuing with their classic ritual of celebrating the sibling spirit each year, brands across categories have given a fresh perspective to their Raksha Bandhan campaigns this time. While focussing on the essence of the festival, they have very interestingly enveloped it with love, care, protection and support. Indeed, they have taken the relationship beyond sibling love with their unique storytelling and thoughtful approaches. 

Here is a look at some of the campaigns released for the festival.

Gulf Oil extends care and protection to trucker community this Rakhi

Gulf Oil Lubricants celebrates this Raksha Bandhan by offering a healthcare program to the trucker community as a part of ‘Gulf Superfleet Suraksha Bandhan’ campaign. Aimed at extending care and protection to the trucking community - the essential delivery operators, the unsung heroes of the pandemic - Gulf Oil plans to reach out to over 10000 + truckers on ground across 12 cities on the eve of the festival of Raksha Bandhan, thus creating awareness on the importance of healthcare and wellbeing.

Creating awareness of the conversation, Gulf Oil released a heart-warming brand film titled Vachan Suraksha ka. This film illustrates an emotional tie between a brother and a sister, and how the two have protected and cared for each other through crucial life events. As a gift for Raksha Bandhan, the younger sister encourages the brother to sign up for Gulf Oil’s Suraksha Bandhan healthcare program, which will take care of her brother’s health post her wedding.

The campaign was shot and directed by Mayank Yadav, Bubblewrap Entertainment and the creative concepts and screenplays were written by DDB Mudra.

Due to inconsistent work hours and the nature of the job, truck drivers are at a high risk of developing health problems. This community faces significant barriers to getting healthcare service, facing unanticipated and high medical costs. Research shows many from the community don’t have a health insurance plan, they often pay out-of-pocket and that de-stabilises their financial position.

Bikano’s massive #PyaarKaMeethaBandhan campaign to make Raksha Bandhan unforgettable this year

Bikano is ready with a campaign that will make the festivities of 2022 unforgettable. The #PyaarkameethaBandhan campaign is planned as a mix of online and offline activities centred on why the Raksha Bandhan festivities are so special this year. The multifaceted campaign will run on every Bikano social media channel inclusive of their Facebook, Instagram and Twitter accounts, with wholehearted participation from several star influencers and also take over the airwaves of Radio City and Red FM. For the on-ground activities, Bikano will focus on certain RWA societies in the Delhi-NCR region and will also be teaming up with a NGO to add more colour to their celebrations.

Kinder Joy’s launches new fun-filled edutainment platform for kids called the ‘Kinder Digital Hub’

Every year, siblings celebrate Raksha Bandhan by following the traditional rituals of a sister tying a Rakhi to her brother. The festive occasion focuses on the significance of a simple thread symbolising the bond shared by siblings. This year to make the Rakhi celebration more unique, Kinder Joy, the flagship brand of Ferrero India, has launched exciting, fun-filled edutainment platform, ‘Kinder Digital Hub’ for kids to promote the significance of the festival.

As an ally to mothers, Kinder Joy continues to engage in teaching rituals and traditions to kids in a fun and engaging manner, Kinder Joy has introduced an exclusive digital hub for Raksha Bandhan. On scanning the QR code on the exclusive Rakhi share pack or logging on to the children will have access to the Kinder digital hub that will unravel the magical world of Kinder and will take them on an adventure with the protagonists Ki & Jo, the cartoon characters exclusively created for this special occasion. Through the entire edutainment journey, the kids will be able to navigate through an exciting new world of stories, games and filters - all inspired by the traditions based on Raksha Bandhan.  In addition to this, the people will also have a chance to win cool prizes like iPads and Kindles subject to terms and conditions which can be read on

Cadbury Celebration brings siblings closer with #ConnectedRakhi

Cadbury Celebrations has launched a heart-warming campaign for this year’s Raksha Bandhan – #ConnectedRakhi. An intrinsic part of India’s innate celebrations, the brand over the years has made a meaningful difference in the lives of consumers by creating shared moments of happiness and joy. This year again, the brand’s latest campaign playfully builds on the insight that during childhood siblings tend to spend much more time together, but as one grows, life and its chaos trumps spending quality time with loved ones.


To change this and usher siblings to make good on the promise of spending the festival together, the brand has introduced Bluetooth-enabled #ConnectedRakhi; an innovation that taps into the user’s emotion and blends it perfectly with the brand’s tech-first endeavour.

Consumers can purchase the limited edition #ConnectedRakhi on Amazon or Flipkart. Once purchased, they can then scan the QR code available on the packaging of the Rakhi to download the app which requires a basic sign up. This will be followed by sisters uploading a voice clip of their brother's promise. The sister then ties the connected Rakhi on the brother’s arm, while it is paired with her phone. If the brother moves away from her or tries to leave, her phone plays the brother’s audio recording where he promised to spend the day with her, in loop, until he comes back to her.


CaratLane Encourages Everyone To Celebrate Their Unique ‘Bandhans’

CaratLane has launched a campaign celebrating the different unique bonds that siblings share, on the occasion of Rakhi. The campaign has been conceptualised and executed by BBH India (part of Publicis Groupe India).

This campaign is built on the brand’s strategy to identify the more micro reasons or occasions within the larger gifting contexts. CaratLane has known from multiple customer stories that rakhi is special to different siblings for different reasons. They could be in different countries, they could be sisters or they could be celebrating Rakhi together for the first time. In such highly emotional contexts, the brother or the sister wants their sibling to feel on top of the world, making jewellery even more integral to the gifting thought.

Drawing from the multiple #MyCaratLane stories received over the years, CaratLane wants to showcase jewellery as a memorable gifting option that not only can be worn every day and stays with a person for a long time but will also create a long-lasting and special memory in the minds of the customers.


This Raksha Bandhan FlowerAura celebrates the family we choose

This year, we reasoned that since Rakhi is such a lovely occasion to celebrate connections. FlowerAura wanted to celebrate the family that WE choose. This campaign is a gratitude for the unsung heroes who make our everyday lives so much easier and safe. The idea was to go beyond the traditional approach of "Raksha Bandhan" and celebrate some unique bonds, our brothers by choice that make our life so special. It's that one day where we can celebrate people who look after us so selflessly.  For instance, our guard bhaiya, who is there even if we need the smallest of things and always watches our backs.

This Ad is beautifully crafted in collaboration with Mumbai-based advertising and film production company - Some Place Nice with a hidden idea to not just restrict the celebration of rakhi to our nearest relative and to commemorate the special relationship we have with the brothers and sisters of our choosing. This admirable initiative is a homage to the altruistic brothers and sisters in our family who put our needs above their own every day and make sure the women around them feel guarded. 

Celebrate Raksha Bandhan with Blue Dart’s Rakhi Express Offer

Blue Dart is back with its annual ‘Rakhi Express’ offer, to celebrate the special bond between siblings this festive season. With this offer, customers can ship Rakhis and gifts weighing up to 0.5 kgs to their loved ones at a discounted price of INR 250 across the country. Further, customers can avail of up to 50% off on freight charges for international shipments weighing from 0.5 kgs to 2.5 kgs, 5 kgs, 10 kgs, 15 kgs, and 20 kgs. The offer is valid up to 13th August 2022. 

Adding to the festive cheer, customers sending Rakhi shipments domestically during the offer period stand a chance to win exciting prizes by participating in the ‘Slogan Contest’. To enroll themselves in this contest, customers will have to fill a form and complete a simple slogan: “Our Family Loves Blue Dart’s Rakhi Express because…".10 customers with the best responses amongst all the entries received, will win exciting prizes from Blue Dart.  

Blue Dart will deliver Rakhis and gifts to over 55,300 locations in India and 220 countries and territories worldwide, as part of the DPDHL Group. Customers can avail the Rakhi Express offer with a Contact Less Delivery Experience and pay through multiple payment options like 16 digital wallets, Net banking, Credit & Debit Cards, Bharat QR Code, and UPI (BHIM).  

Celebrate this Raksha Bandhan with De Beers Forevermark diamonds

A natural diamond symbolises strength, wonder and beauty and a connection that is eternal and meaningful. On the auspicious occasion of Raksha Bandhan, The Forevermark Avaanti Collection is the perfect choice to strengthen the ties and is a reminder of your beautiful relationship. Each piece in the Forevermark Avaanti™ jewellery collection sweeps around like a ripple. The thirty-six stand-out pieces all feature a rare De Beers Forevermark diamond in 0.10, 0.18 and 0.30 carats at their centre. Set in 18k yellow, white or rose gold, the clean, circular designs are also available with the added brilliance of pavé diamonds.

The collections are available at authorised De Beers Forevermark Jewellers across the country.