Traversing election campaigns...
In 2025, Rakshabandhan celebrations were marked by a wave of creative advertising campaigns that resonated with the festival's audiences. These standout initiatives harmoniously blended cultural emotion, contemporary sibling dynamics, and digital-first strategies.
One such campaign was Myntra's "Rakhi Pledge", which offered an interactive WhatsApp activation and an instant delivery store for last-minute gifts, making digital engagement and convenience a priority for the procrastinating sibling.
Cadbury Celebrations' "Creating Memories Never Clicked" campaign captured the essence of siblings enjoying moments together, rather than focusing on capturing photos, emphasizing genuine emotional bonding and nostalgia.
IGP's "Rakhi Wali Feeling" campaign was a 360-degree effort, weaving together gifting, tradition, and modern lifestyle products through creator-led storytelling, artisan collaborations, and a luxury hamper partnership with CaratLane.
Salty, a fashion accessories brand, introduced a humorous digital microsite that allowed sisters to send mock legal notices to their brothers for forgetting their Rakhi gifts, engaging audiences through humor.
Giva's "Ties of Love" socially conscious campaign encouraged donations in siblings' names to help community helpers, expanding Rakshabandhan’s spirit of protection and care beyond family.
Brands like Boat, BlinkIt, Hershey’s India, Zepto, Flipkart, and Amul also joined in, showcasing sibling love languages such as playful fights, offering transparent gift accounting, and sharing witty social media posts.
Tech-enabled pet care start-up Supertails highlighted pets in its Rakshabandhan campaign 'Ghar ke Rakshak', offering a Rakshabandhan box specially curated for pet parents as a gift to their furry babies.
Tanishq launched a Rakshabandhan campaign called 'Brothers Written by Sisters', building on its Father's Day film 'Fathers Written by Daughters'. The script of the campaign was well-executed, cleverly beginning with the same scene as in the Father's Day film and tying in beautifully at the ending.
Bajaj Auto launched a campaign for Pulsar with the message 'Duniya Dekhti Hai. Tu Dikha', encouraging viewers to break out of the spectator mindset and bring back the real rush.
A unique outdoor campaign called 'Rainy prompts' was launched by Fortune Soyabean Oil for the monsoon season, with billboards installed at strategic high-traffic zones in Delhi, Jaipur, and Lucknow. ₹50 from each sale of the Rakshabandhan box was directed toward the vaccination of street dogs.
Salty's digital microsite campaign, allowing sisters to send brothers mock legal notices for forgetting Rakhi gifts, attracted nearly 0.2 million visits to the brand's page and half a million impressions on LinkedIn. Within 48 hours, over 1,500 legal notices were sent.
The campaign by Laqshya Media Group, featuring a rain-sensing billboard designed to show visuals of pakodas, chutney, and chai when it rains, aimed to bridge technology and tradition in a relatable way by celebrating the joy of "baarish ke saath pakode".
This article was published on August 11, 2025. The campaigns of 2025 have shown that Rakshabandhan advertising can be a harmonious blend of nostalgia, humor, social responsibility, and instant gratification, making them remarkable examples of the festival's advertising.
- In 2025, technology played a significant role in Rakshabandhan advertising, with brands like Myntra and Supertails using WhatsApp activations and digital microsites to engage audiences.
- Businesses also recognized the importance of social media in their Rakshabandhan campaigns, with brands like Salty and Laqshya Media Group attracting impressive reach through their humorous and traditionally-focused campaigns on LinkedIn.
- The economic impact of these advertising efforts was significant, with campaigns like IGP's "Rakhi Wali Feeling" and Giva's "Ties of Love" encouraging charitable giving and community engagement.
- Furthermore, these campaigns showcased a diverse range of sibling relationships, with various brands focusing on entertainment, business, and even pet custody in their Rakshabandhan marketing strategies.
