New Delhi: As Raksha Bandhan dawns, brands have seized the opportunity to connect with audiences through heartwarming and innovative content that celebrates this cherished festival.
This roundup highlights the best of Raksha Bandhan-themed branded content, showcasing how companies are creatively honouring the bond between siblings while engaging with consumers.
From touching stories and clever films to interactive experiences, explore how brands are making this Raksha Bandhan memorable and meaningful.
This Rakshabandhan, BuzzInContent.com has included work done by Cadbury’s, boAt, EatSure, The Man Company, BlueStone, FlowerAura and Archies.
Cadbury Celebrations turns uncaptured moments into cherished keepsakes
With #CreatingMemoriesNeverClicked, the brand has rolled out a microsite, where individuals can transform precious, undocumented moments from their memory into realistic photos. On the film website-www.cadburycreatingmemories.com, brothers can share their cherished memories that best define their bond with their siblings, along with accompanying photographs.
Using technology, including AI and upscaling techniques, a personalised image of the memory is then recreated. Developed by Ogilvy India’s creative tech team, the site features facial restoration, out painting, and de-aging. Once produced, these images can be personalised and shared with siblings virtually or printed on a Cadbury Celebrations box.
EatSure honours ‘bhaiyas’ who address your hunger
EatSure is celebrating delivery heroes with a special Rakhi initiative. Every order placed through the EatSure app or website will include a Rakhi, with a heartfelt message: "This is for the Bhaiya, who protects you from hunger."
The brand believes that in India, the term 'bhaiya' has become a beloved way to address our delivery heroes, symbolising the trust and care they bring with every delivery. Whether it’s a casual “Bhaiya, kahaan ho?” or an urgent “Bhaiya, please thoda jaldi aa jaoge?” these 'bhaiyas' have woven themselves into the fabric of our daily lives, becoming much more than just a part of our routine—they are a symbol of reliability and care.
The message on the Rakhi further says that if it cannot be tied to the first delivery hero, then the customers can save it for the next one, whether from EatSure, Zomato, Swiggy, Blinkit, Zepto, or any other delivery platform.
boAt teams up with Gulshan Grover to blackmail brothers to give better gifts
boAt has presented the "Blackmail Brother Academy" (BBA), led by Kabira, played by Bollywood Bad Man Gulshan Grover from the film #HeraPheri.
The film aims to tap into the sentiment sisters feel each Raksha Bandhan: the anticipation of receiving the perfect gift from their brothers. However, reality often includes presents like a box of chocolates or the pervasive shagun ka lifafa.
This year, boAt and the Gulshan Grover aim to change that narrative with a Blackmailing Course designed for sisters.
In a dark, dramatic tone reminiscent of his villainous roles, Kabira delivers a blackmail tutorial. This piece-to-camera tutorial is a masterclass in persuasive blackmail, where Kabira teaches sisters how to leverage their secrets to secure better gifts from their brothers. Enhanced with overlay effects and visuals, the film culminates in a call-to-action urging sisters to demand boAt products as their Rakhi gifts this year.
boAt employed AI technology through its microsite called BH.AI to create blackmail messages from the Blackmailer Professor. In these videos, Kabira will address brothers by name, warning them that a secret shared by their sister will be revealed unless they buy her a boAt product.
The Man Company translates sibling bonds into hip hop rap
The Man Company's Rakshabandhan Rap offers a playful take on the brother-sister duo. Directed by Nikhil Mehrotra and conceptualised by Gurugram-based creative agency Hashtag Orange, the video aims to capture the essence of modern sibling bonds - equal parts love, rivalry, and unwavering support.
The film positions The Man Company's grooming sets as the ideal Rakshabandhan gift, encouraging sisters to elevate their brothers' self-care game. As the rap proclaims, "Bhai Mera 10 on 10 Hai, Woh Proper Gentleman Hai" - an ode to the brothers who are on a journey to becoming the best version of themselves.
BlueStone finds joy in having ‘third wheel’ friend
Titled "#ThreestoOne", the film captures the meaning of relationships. The film shines a spotlight on the joy of having that one special person who, while often seen as the ‘extra’ in a couple’s life, gradually becomes an irreplaceable part of the family.
The brand believes that Raksha Bandhan has always symbolised the cherished bond between siblings. But in today’s ever-evolving world, family isn't just defined by blood. Friendships often blossom into familial relationships, offering a sense of belonging and unconditional love.
Through a series of videos, the film follows the life of a modern married couple and the husband's childhood best friend. Their relationship forms the crux of the narrative, exploring the amusing dynamics of being a ‘third wheel’ in a marriage.
FlowerAura blooms joy in possessing #YaadonKaBandhan
The film, along with FlowerAura's extensive new Rakhi collection, aims to celebrate the enduring threads and unconditional sibling love. It highlights the cherished memories and strong bonds shared between siblings.
The film features brother-sisters' love beyond their day to day fight and showcases that the festival is more than a ritual; it’s a story woven with shared laughter, whispered secrets, playful squabbles, and heartfelt moments that define the unique sibling relationship.
Archies celebrates innocence and purity of sibling bond
Archies celebrates rishte in its film “Rishte Jazbaton Ke.”
This film is launched digitally to cherish the siblings’ love and the unbreakable bonds shared between a sister and a brother, from those petty fights over a TV remote to complaining the abouts to parents to covering for each other in adulthood, Archies aims to bring to life the cherished memories and deep connections that make this festival special.
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